By Michael Briggin
Although it’s easy to say networking is not for everyone, it is still an essential part of how business development is done.
Whether you founded your organization or have helped lead it, it’s important to know what networking really means if you want it to work for your business. Let’s start by dispelling myths about it:
Networking Defined
Myth: Networking is where you meet people at events.
Reality: Not exactly. Although networking can happen at events, you only have a limited time window by which to build relationships with attendees.
No matter where you started the process, networking as it relates to your ability to build your business is where you start to make connections. Growing your relationship with them overtime and getting introductions to their connections when it happens allows you to expand your network is what networking is oriented on.
How to Be Focused at It
Myth: Networking has to be transactional.
Reality: Not exactly. In fact, if networking becomes transactional all the time it could backfire if you try too hard to sell.
Instead, deemphasize the transactional approach off and aim to focus on making friends regardless of what direction you go in. You can still involve business discussions and even make the conversation about a transaction at some point.
However, don’t forget you are here to build your network and not just make money for your business.
How To Find the Right People to Network With
Myth: Networking events are where the action is at.
Reality: If you’re focusing your energy solely on networking events, you may be spreading your options thin. Making connections here is fine but consider expanding your reach.
Trade business associations can serve as an opportunity to meet more professionals in your industry. Conferences and tradeshows allow you to make connections with business development managers and key connections who may have buying power influence. Even going to executive events run by Chambers of Commerce can extend your scope as well.
Conclusion
Networking is a skill that can allow you to build business relationships that can last. As long as your intention is long-term relationship building, then it’ll work better for you.
