What Networks Are Relevant To Your Work Role

 You're wasting your time if you're networking with strangers. I recently heard from a consultant buddy who said, "I'm doing 2-3 networking events a week and I'm exhausted." When I questioned why she thought networking was so important, she said, "One of my marketing goals is to attend at least one networking event per week." (I pointed out that she had just admitted to doing 2-3 times per week, and that maybe doing 1 time per week is a better aim, and that doing triple that goal is creating some of the weariness.) However, there's a lot more to the classic American business myth of networking than meets the eye.

Myth 1: The more networking you do, the more effective your networking becomes.

Truth 1: It's far more vital to become well-known in a small number of circles than it is to distribute your networking efforts across a large number of organizations. Depth always wins out over breadth.

I then inquired about her networking experience. I don't think I've received a smidgeon of business out of it in the last six months, she added. Her justification for networking: Everyone knows that networking is how you establish a business! Do you understand what I'm saying? Or, even worse, does it ring a bell?

Check to see if you've experienced the following networking scenario:

For 30 seconds, you meet someone. As you tune them out, they murmur something about real estate. When they inquire what you do for a living, you tell them you work in insurance. You both head to the celery sticks for lack of anything better to do after 10 seconds of staring blankly at each other.

Myth 2: Networking with cocktails and little wieners is the way to go.

Truth 2: Building a business through networking with strangers is about as productive as getting married in a bar. It simply ain't going to happen that way, as Dr. Phil puts it.

You won't meet your business soul mate at a networking event for the following reasons:

1) You will not do business with someone after seeing them for a few minutes and receiving a card that is poorly printed.

2) Relationships, not 30-second advertising, are the foundation of any business, no matter how effective or entertaining they may be.

3) Most of us have a hard time explaining what we do, let alone going past it and listening for what prospects require.

4) Networking with strangers is not focused or specific, but rather random. For some people, networking is just as effective as cold phoning, the least effective marketing strategy available.

So, am I implying that networking is pointless? Certainly not. What I mean is that you need to start networking more effectively.

Here are a few ideas to get your mind going:

* Network by having one-on-one coffee or lunch meetings with people. Learn about them and their company. They could be a lead, an alliance partner, or a referral source. But first and foremost, make a friend of them. The rest will take care of itself.

* If you're going to network with strangers, set aside time for 2-3 lunch or coffee dates with folks that intrigue you.

* Request one referral from each satisfied customer (they're all pleased, right?) for someone who could be interested in your type of goods or services, then call and mention their name. (Hello, my name is Fred, and Ginger suggested I call you.) Isn't Ginger fantastic?) Ginger, you already have one thing in common!

* Make a network hit list of the specific types of firms you want to connect with, such as if you sell software and want to meet IT administrators at medium-sized businesses. Make a list and keep it in a small black book or a PDA. Concentrate your networking and outreach efforts.

* Participate in non-business organizations and activities such as civic, social, religious, recreational, musical, athletic, and so on. Make friends with the other members of your team. Maybe you're a Moose who also happens to be a real estate agent. A Moose wants to buy a house from another Moose, as it turns out. If that's the case, you've cornered the Moose Market! Do you enjoy drumming with your hands? Let me tell you something. A hand-drummer will seek out other hand-drummers to make business with. Do you follow me here?

* If you go to a mixer, have a specific objective for yourself. For example, your objective may be to meet three persons on my target list and obtain their contact information so that I can contact them for breakfast, lunch, coffee, or badminton. A conventional networking gathering has devolved into little more than the initial step.

Finally, here's something to consider to spice up your networking mindset: Individuals who already know you, like you, or have done business with you are the best people to network with.

Myth 3: Networking is all about spreading the word about what you do.

Truth 3: Networking is all about getting individuals who already know you to share possibilities for mutual benefit.

Make two to three phone calls every day to reconnect with people from previous employment, clients, or significant persons who have previously indicated interest in you.

We all have a fan following that we underutilize to a large extent.

Consider reaching out to friends, coworkers, mentors, and relatives to tap into the relationships you already have.

So get out there and network, but be cautious.