How to Make Networking Work for You
We’ve all heard the saying, “It’s not what you know, it’s who you know.” In high-tech sales and many other lines of business, those words ring true and underscore just how important networking is to cultivating relationships that ultimately affect your growth and success as a professional.
I’ve learned over the years, though, that networking is part science, part art. For many people, it’s not easy to pull off, but effective networking — and the resulting strong network — can help you daily as a salesperson, and will help to move your career forward over the long term.
As an account executive at memoryBlue, my team spent time learning about the power of networking — and how to do it well. Here are six important tips for making networking part of your professional success story.
Understand the power
Have you ever heard of Metcalfe’s law? In mathematical terms, it means that the value of a network is proportional to the square (n2) of the number of nodes (or people) on the network. In layman’s terms, it’s the idea that the value of your network expands far more than you might think with each increasing member. Take, for example, a network of 30 versus 60 people. Imagine you reach out to all of them about a challenge you’re trying to solve. From a mathematical perspective, the network of 30 is valued at 900, while your network of 60 is four times (not twice) that amount — 3,600.
Does that mean your network of 60 people will bring you more success? That depends on other factors, described below.
Networking is about more than names
Many people set out to collect as many names or pass out as many business cards as possible. But that alone won’t do much good. When it comes to building a strong network, you want your connections to be as meaningful and authentic as possible — that’s where most of the value lies.
You can certainly set a goal to connect with 500+ people on LinkedIn. Remember, though, to focus not just on the act of connecting but also on what you can contribute. We all know people who show up at a networking event, pass out a bunch of business cards, and make a fast exit as soon as they can. Don’t be that person. Just because you handed your business card to 30 new people doesn’t mean you have 30 new people in your network. Make sure you cultivate the new relationships you’ve just created.
Relationships are mutually beneficial
You can think of your network as an ecosystem made up of mutually beneficial relationships, where you contribute something of value (leads, a service, ideas) to other members, and they contribute something of value to you. Case in point is one of many LinkedIn groups of professionals in your field — you can ask questions, pick up and give advice, share related articles or books you’ve read. These groups (and many others) can be incredibly valuable. Just try to limit the number you join to those that are a good fit.
Connections don’t just happen online
In this day and age, it’s easy to think only of social media when it comes to networking. While I’m a big fan of social media and am active across a number of platforms, I see great value in networking face to face.
For a few years now, I’ve attended a number of face-to-face networking events, from Bisnow to Chance for Life. These events take place during the off hours (early morning or evening) and give me a chance to branch out and meet people I wouldn’t meet at the office or in my social circle. They also give me a chance to put a face to a name — and make a personal, not just a digital, connection.
When I attend face-to-face events, I do my best to tell each person I connect with something memorable, like a specific story that relates to his or her line of work or my thoughts on a book I just read. I also try to work in how I might be able to help them down the road. These details matter and will give you an opportunity to follow up with your new connections.
Blur the line between professional and personal
You will always have relationships with colleagues that are strictly professional, but that doesn’t mean you have to treat your personal life as a separate sphere. Some of the best business contacts I’ve made, in fact, happened on vacation. So never underestimate who you might be talking to — whether at your neighborhood barbecue, your kids’ school event, or, in my case, on the beach under the sun.
Building relationships takes time
This is especially important — don’t expect to build a strong network overnight or even in a few months. It takes time to cultivate relationships.
“Effective networking is about reversing the game everybody instinctively plays,” explains author and networking expert Derek Coburn in the influential book, Networking is Not Working. Coburn says, “It’s about patience and buildup, not the close. [Many people] celebrate audacity and courage instead of patience and value.”
So, as you go about building your network, seek opportunities, yes, but don’t rush it. Make an effort to find and attend face-to-face networking events, even when your schedule is already full. You’ll find, over time, that networking is an incredibly powerful tool that will help you in your daily life, and long term in business. The give and take in cultivated relationships is where you will find its real value — and from there the referrals and leads will follow.
Are you someone who likes to build a network and grow relationships? Get in touch to see if you could be a fit at memoryBlue.
