Does networking really work?

Does networking really work by Andy Lopata

‘Networking’ has become a buzzword in British business in recent years but many people are still confused by, or sceptical of, anything carrying the tag. Yet we all network. Talking with people we know; exchanging stories; expressing ideas; asking questions and offering our support.

Everyone has their own personal ‘network’, a sphere of influence which, according to American author and sales guru Joe Girard, extends to around 250 people. These are the people who help us to succeed, providing the benefit of support, advice, experience and expertise as and when we need it.

As Bob Burg says, in his book ‘Endless Referrals’,

“We are not dependent on each other; nor are we independent of each other; we are all interdependent with each other.”

Networking operates on this foundation with everyone looking to support and connect others within their sphere of influence.

In its formal manifestation, networking can be a successful part of your marketing approach but only with an effective strategy. You need to establish what you want to achieve and how and where you can realise these ambitions.

Networking where it is local, convenient or because you have been invited is not enough. Look at the opportunities available to you and how much time you can commit to them.

Most networks can be categorised into one of two types - network-building or referral-building. Network-building opportunities, such as monthly Chamber of Commerce evenings and internet-based networks, are about making new contacts and expanding your network. Referral-building groups, such as BRE, meet more frequently, aiming to build stronger levels of trust and understanding between members, thereby enhancing the quality of referrals passed.

Don’t expect an immediate return from networking. Understand the commitment needed to make it work; both at meetings, online and in building relationships with the people you meet through effective follow up. Sometimes less really is more! It may be better to commit regularly to one or two organisations rather than trying to get to every gathering in town.

Successful networkers don’t concentrate on trying to sell to people; they understand that they probably won’t meet their prospective customers in these forums. Even if they do, those prospects are probably not there looking for suppliers. Instead, they focus on building strong relationships and helping others. Many have found that the more they help people in their network; the more people want to help them.

When you have a network of people who trust you, like you and are ready to refer you, make sure you have a clear, focused message to make it easier for people to help you.

Many businesses struggle to gain results from networking because they are not able to express clearly what they need and how people can help them. By having a memorable and repeatable message, you make it simple for others to connect you to people in their network. Bear in mind that you may not be addressing your ideal contact but you may only be one or two steps away from them.

Don’t be afraid to identify ideal connections for your business and then ask for them. At a recent BRE meeting in Fylde in Lancashire, Bill McKenzie of Quay Imports asked for an introduction to Blackpool Zoo for a product imported from China. As a result, not only did Quay Imports do business with Blackpool Zoo, but through those meetings they were able to target the sector as a whole and now do business with a number of other, larger zoos, including London Zoo.

There are countless other examples like this from other companies for whom networking is a key part of their marketing strategy. Plan your strategy. Focus on what you want to achieve. Know what steps you need to take. Do this and then networking really can work for you.


About the Author
Andy Lopata is one of the UK’s leading Business Networking Strategists. He is the former Managing Director of BRE Networking and co-author of the Amazon.co.uk Bestseller ‘…and Death Came Third! The Definitive Guide to Networking and Speaking in Public.’

You can read more of Andy’s thoughts at ‘Connecting People’ - http://www.networkingandreferrals.blogspot.com/