You can find numerous references in
business literature about importance of a company's mission. These sources emphasize that mission is not to make a profit; that a profit is outcome of and reward for fulfilling mission. In same sense, mission of networking is not to gain business and close sales. The mission of your networking activities is to make connections, develop relationships, and help others. The outcome of these activities will ultimately be increased business. It's reward, not purpose. Matt Soltis, in his book Strategic Networking, says, "Although an early supporter of business networking, I became quickly disillusioned with it as a mainstay of my marketing plan. I found that something was missing from those long sessions of glad-handing and exchanging business cards. I had collected a pocketful of business cards but little else. "While I was analyzing my needs and talents it was pointed out by my personal coach that I had a behavioral style that lent itself to chatting, while listening took a back seat. How could I learn if I would not listen?
"At next opportunity to network, I intentionally listened, never interrupted, and found myself very interested in other person's business. When I spoke, I asked questions, just a few, but selective so that they elicited answers about other person's needs. I had stumbled on to answer I was looking for. I wasn't there to find clients. I was recruiting others to look for my clients and pledging to reciprocate as I learned more about their business. I was participating in something I later described as strategic referral networking."
So how can you approach networking from a prospective that ultimately leads to increased business? First, it is important to understand that developing a network is a process, and it is about building relationships. A key objective of effective networking is to find out about others - their concerns, problems, needs, and wants. Become a problem-solver and a resource. Listen for problems you can help others solve, either directly or by referring them to someone else in your network.
Practice fine art of questioning (and listening). Asking open-ended questions, and really listening to other person's responses, is one of most important networking skills. Some key questions or statements you can use to elicit additional information include:
What would be an example of that? Please expand on that. Tell me more. How do you do that?
Be curious. Develop a true interest in others, what they do, and what they need.
Follow up and stay in touch. Developing a network is not about attending a bunch of meetings, having a meal, and going home. After all, word "work" is part of "network." Remember, developing a network is a process. Ivan Misner, founder of BNI, describes networking as a process of developing visibility and credibility. Only then will your activities lead to profitability. It may take as many as five to 15 contacts with an individual over a period of weeks, months, or even years to develop kind of visibility and credibility that leads to profitability.
