Dos and Don’ts of Successful Networking

Whether you are an entrepreneur growing your business or practice or an executive on her way up, effective networking remains one of the most cost-effective ways to build your business. However, your time is not free, so whether you are networking online or at local events, you owe it to yourself to network as efficiently and effectively as possible.

DO: Create a Strategy.You don’t network to sell. Whether you network online or in person, you network to build relationships. Different forums offer different opportunities. Establish your networking strategy with the same care you give to your marketing strategy. How much time will you allocate to meeting support persons? Which organizations will get you to the influencers the fastest? Your time is valuable. Make certain your networking time yields the desired results by knowing not only where to network, but also why you are networking.

Support: Trade associations such as the Society of Women Engineers are excellent venues at which to find support from people who understand your industry and its challenges. You might also make career connections there; however, there are better places to find new business.

Career: Is your goal to network within your industry for career prospecting. If so, you will want your networking to be discrete. Social networking and LinkedIn can provide information and contacts without the fear of being seen talking with your competitor’s CEO.

Business Building: Are you new to the market and need to learn more about it? Do you seek new clients for your product? Are you looking for contacts that can introduce you to influencers or make referrals? Have a specific goal for which aspect of your business you are trying to build. Create a plan of attack.

DO: Ask the Right Questions. While in-person networking might feel like speed dating, you want to make a more personal connection. Your goal is to learn valuable snippets of information that establish a connection in a short time, usually in 3-5 minutes. Ask a mix of personal and business questions to open the door to more lengthy conversations in the future. Expert Christine Spray, CEO of Strategic Catalyst, Inc. recommends asking questions such as “Where are you from? Where did you go to college? What was your major? and What differentiates your firm from your competitors?

DON’T: Spend all your Time with One Person. That old adage about not “putting all your eggs in one basket” applies here. You are here to meet many people. You can have more in depth conversations when you meet next for lunch or coffee. Once you have established rapport and found those commonalities between you and Jane from XYZ Corp., politely excuse yourself and leave something for the next time. This way, you will have an easy entry to conversation when you meet again, “Hi Jane, so glad we could meet for lunch today. I have been waiting to hear how you liked staying at the Ritz on that business trip.”

DO: Make a Smooth Getaway. If the conversation lags or you find that you have spent an inordinate amount of time with one person, it’s time to move on. How can you exit the conversation without things getting awkward? You want to leave the conversation open-ended so that you can still follow up with them in the future. When the conversation comes to a natural pause you might say, “I would love to find out how your meeting with Mr. Smith went, let’s talk again after you meet with him.” This effectively ends today’s chat with the expectation of picking up later. It also establishes that you have been actively listening, even if the other person has been rambling on for 15 minutes.

DON’T: Expect anything…except to be of assistance to someone else. You aren’t in a position to ask for anything, yet. Focus on asking questions that will uncover the needs you can satisfy for the contacts you make. Concentrate on being friendly and helpful. When you find an article about the company with whom your new contact is doing business, email it to them. You are building your reputation as you build your contact base.

DO: Use the Internet Wisely. Many businesses successfully use social media to further their marketing goals, but is Facebook the best place for you to meet the right contacts. Possibly not. Facebook is an excellent tool for getting your business name to the public, but acquiring 500 Facebook contacts can be very similar to the action of collecting 500 business cards that get tucked in your pocket. Networking is a two-way communication street. Your success relies on interaction. Professional networking sites, such as LinkedIn, provide opportunity for introductions to people through others with whom you are already connected. They are often a better way to make the right connections depending upon your purpose. Use LinkedIn in the same way you would in-person networking; introduce people whom you think will benefit from a connection with each other. You can also join professional groups on the site to gain knowledge and support from colleagues around the world. Some professionals are also finding success using sites like MeetUp.com to find local groups with similar interests with whom to make connections. Professionals in the 20s-30s can also make valuable connections via NetParty.com that hosts social and business networking events in select cities.

DO: Follow Up. Within 24 hours of meeting someone new, call, send a card, or send a short email. Ideally, you will reference something about which you spoke, but you can always resort to a short note that says, “It was great to meet you. Thanks for talking.” Even if your interaction has been online only, and perhaps especially if it’s online, connecting again quickly will strengthen the relationship.

Networking doesn’t have to be intimidating, boring, or stressful. Make networking a habit so that it becomes second nature by designating specific times during the week to make new connections and new friends. Define your networking purpose. Choose the right venue. Make every networking minute in your busy schedule count.