I wanted to discuss what networking means to you. So what does networking mean to you? When you go to a networking meeting what is your goal, what are you trying to achieve, and/or why are you going?
Network is a verb which means to connect to or operate with a network, or to link and operate interactively, or to interact with other people to exchange information and develop contacts especially to further one’s career. Note it does not say to go to a networking meeting and give out all your business cards and ask people to get clients for you.
What networking is and what networking isn’t
So remember that business is about relationships and you need to build relationships with people to gain clients and/or business partners. You do this so that they will want to work with you or use your services because they know, like and trust you. So when you go to a networking meeting, you seek out folks that might be good business referral partners, folks that you might want to do business with or that are your target market. However, before you push yourself into their ‘circle’ you are building those relationships.
Hey… if you don’t want to read this, watch this video that recaps this blog
Find business referral partners
Business referral partners are ones that would refer to you and you would refer to them, reciprocating. For example in my internet marketing industry, an ideal business partner for me would be a website designer or a business coach. Because I could refer to those people and they similarly refer easily to me. Another example would be a dentist and an orthodontist. These two wouldn’t fight for business but all patients could be ‘passed’ or referred back and forth to each other easily.
Build referral network
You also want to build relationships with those in the networking group so you could refer to them and they could refer to you, but that aren’t necessarily a complimentary business. Like the dentist and orthodontist aren’t business referral partners for me but could be part of my referral network so I still want to build relationships with them. In this network, you want to help educate them about your business and get to know their business so you could refer to them better. This is part of that relationship building. Note that I did not say they could do your work for you or that they could refer to you and you don’t bother with them. You could treat them like an extension of your sales team. Keep in mind though that any sales team works better if there are some incentives. This could be giving shout outs on social media, working to help refer back to them, sending them a thank you note or gift depending upon your referral – simple appreciation! Remember the Golden Rule? It needs to be a given take.
Ask for specific referrals
Another networking tip is to advise people what specifically you are looking for. For example, mention you are looking for the owner of the printing shop on the corner of X & Y… or I am looking for small business firms like attorneys, dentists, chiropractors or etc because those are good referral sources for me in that they have some overhead, they have a staff and they’re more likely to have the disposable income to use my services. If you’re giving people an idea of specifically what you’re looking for it helps your referral network to think of folks that may fit into that profile versus just saying, hey I need referrals and not giving an idea of what kind of referral you need.
How can I help you
When you start a conversation or relationship with asking how you can help them versus spouting off what you offer and how they can help you…. you are showing that you aren’t there just to get… but to GIVE and ‘givers gain’. If you start it off this way, I firmly believe they will be more inclined to want to help you and you are off to building a better relationship. Think of it as I scratch your back and you scratch mine. Give them a reason to want to work with you.
Your introduction / elevator speech
Lastly is on the 30-second introduction or elevator speech. One of my pet peeves in networking is when the same person mentions the same 
30 second intro that they always do. Remember that you may see these folks weekly or monthly and everyone is hearing you saying the same thing. It also gives us the time to tune out, and for that, I usually do. You have to give them a reason to listen which is something valuable, or something that they can use which gives them a reason to want to work with you.
What I like to do is to give a short snippet of who I am and what I offer and then offer a tip of how they can benefit their business. This way I am giving them something of value that they can use and also giving an example of how my business works. When people understand more about what you do, they are more likely to remember it, relate to it and refer you.
What networking really isn’t
I have already touched on some of the things above but we’ll recap them again here just to drive it home.
- It isn’t supposed to be about you
- You don’t walk into a newtorking group with the intention of selling to everyone there at that meeting
- While you are there to network, it has to be give and take… not gimme gimme gimme
- Don’t start off by saying you started a new job with XYZ and need you all to get me more clients. Really?
- Please do not use the same 30 second elevator speech each and every time – find ways to vary your speech, add value.
- This isn’t a business card convention
Side note – funny story about Pay Per Click v Paper Clip
Funny story about pay per click (PPC). I had been mentioning at a networking group that I offer pay per click services and for the longest time somebody was misunderstanding it and thought I kept saying paper clip. So, again this is a reiteration of the importance of explaining what you offer in different ways.
Business Cards – it deserves it’s own paragraph!
Please do NOT walk into a networking group and hand out your business cards. Yes it is great that you have a stack of business cards that you have on you at all times (because you ARE a business owner) but that does not mean that you handed to every person you meet. It is usually a good idea to ask somebody else what they do and then in return, hopefully, they will ask you what you do. Then, IF they’re interested in you and/or your services, they’ll ask for your business card and this would be a great time to ask for theirs because that person is probably interested in what you have to offer so you could follow up with them.
It is not about ‘making it rain’ with business cards – please don’t do this. Similarly, when you go to a networking group, make sure you DO have business cards. Too often I ask for somebody’s business card because I’m interested in their services or want to contact them and they reply, I don’t have any or I just ran out. Are you kidding… you are at a networking meeting, why do not have business cards? Are you not wanting to grow your business?
What do YOU do at networking meetings that has helped you?
Hopefully this has helped you by explaining what networking is, what it isn’t and how to improve your networking. Should you have any tips or tricks of how you ‘DO’ networking, please share in the comments below! Contact me with any questions about networking, search engine optimization or anything internet marketing.
~Kristen
Great explanation, Kristen. I learned this so long ago, while speaking at writers’ conferences. There, as anywhere, writers wanted to know what I could do for them. As time went on, literary agents knew they could trust the clients I referred to them, and began to seek me out. It truly is about the value you can provide!
Awesome Susan.. so glad that you learned this too! And yes… it’s helping each other…
I have never really been involved in networking groups, but I’m starting a venture that will require it and this is valuable information. I loved the paper clip story. It really is important to vary the way you present things so misunderstandings are sorted and people don’t zone out. Thanks once again for your helpful advice Kristen.
Yes… the trusty paper clip.. hilarious… sweet gal too, but she just didn’t understand.. until we had a 1on1 meeting… and THEN, she learned, which is all about getting to know each other, valuable lesson for me. Thanks Tami. Good luck on your new venture too!
Ok, LOVE the video! You’re a natural! Your personality shines through and adds to the know, like, trust factor. Great job! As for networking, I’m convinced it’s the best way to find customers and colleagues. Business in today’s world is all about relationships. Your advice is solid. I need to work on my 30 second elevator pitch. That paper clip story was hilarious and a good lesson!
Thank you about video Meghan, I feel like a dork, but it’s all good! lol So true.. it is all about relationships and when business owners understand that, they will be better!
For over 2 years I hosted my own networking group and set very poweful intentions of collaborations, how can you serve, reciprocity and the like. I wanted to paint a bigger picture of how they participated fully in present moment and how that really created the next. It is obvious you have been at it for a while with these thorough tips. Love the paper clip story too! Good stuff Kristen!
That is awesome Teresa that you even hosted one… I ended up quickly on the board as secretary one year and vice president the next… too time consuming.. but I did my part. Thank you!
Great tips here Kristen. Networking is about building relationships. Period. I love your idea of asking for a specific lead. I will start doing this. And assuming everyone understands our jargon is huge. Love your pay-per-click story
Thank you Alene… and glad you will try that… good luck!
Paper clip – lol. THAT is too funny, Kristen. I so love all the truth bombs you shared in this article. EVERY business owner needs to read this. I’m sharing everywhere! I really loved your tip about having the same 30 second elevator pitch every time. I tend to say something different every time but I haven’t shared a tidbit that can help them in my 30 second pitch. I’m going to start doing that today.
Networking for me is about CONNECTION. It’s about giving value, giving value and giving more value. To build the know, like, trust factor, we must give value. I have used networking to build friendships, affiliate partners, joint venture partners, and experts to interview for my community. Last year alone, I interviewed over 70 amazing women and shared these interviews with my community to ADD VALUE for everyone.
I’m reminded of the quote – People forget what you do but they never forget how you made them feel. THIS is my motto.
Thanks for this article.
GREAT motto Tandy and you just NAILED it… thank you so much for the feed back and keep providing VALUE! You rock!
Fantastic explanation Kristen of what it REALLY means to be networking, not just online, but offline at networking meetings 🙂 It is all in building those relationships!!! I 100% agree that it is DEFINITELY NOT about you 🙂 Knowing the value that you bring and want to share is key but seeking out others who want to build that relationship is what will help both of you in the long run 🙂
Great post and share!
Yes Joan.. that is exactly it… it’s all about the relationships!
Although I have not attended official marketing networking groups, I do see daily life as a networking opportunity and go about my day with my ears open. I think we each develop our own style of connecting with people and building relationships and for me at least, the relationship is the most important thing. Personal experience also is important to me and I find those who can share about their personal experiences with others effectively, also can build solid relationships built on trust and respect. And yes, I always carry business cards with me and give them out when appropriate. Thanks for the inside view of things to do in a marketing networking group situation, Kristen!
Well Beverley.. you are doing just what I do in networking groups but not in front of a group of people…
As an introvert in person networking events are really not my jam. I feel awkward from the get-go and it never fails, I always attract THAT person. The one that you can not get away from to save your life and you are sucked down a 2 hour rabbit hole listening to their life story and why their products/services are the best. I had to block one lady from Facebook after a networking event and she messaged me more than 10 times in ONE week about her skin care products, her website, could she give me a complimentary facial, joining her opportunity. Never once did she ask me about myself, my family, my interests or my business. Definitely a Networking 101 Do NOT lol. Great post as always lady!
Thanks for sharing that April… and as a 100% extrovert… I know just about you introverts and we usually attract to each other. I have many besties that are intros.. so what YOU need to do, is find that person in networking and they’ll do the work FOR YOU! 😉 BTW.. makeup / skin care lady… she FAILED!
I never go to networking events to distribute my business cards. Instead, I collect as many as possible and after the event, call these people and start a conversation. It helps to build a better foundation, and people feel more open talking to you that way than when you give them your cards and expect to hear from them.
That’s a GREAT way to approach it too Apolline! Way to go!
I’d rather attend an event and come home with one solid contact than a ton of cards any day.
Exactly it Jennifer… same here!
I don’t really go to networking groups anymore. I’m more likely to go to conferences where I can spend more time having personal conversations of interest. Good tips for the networkers out there.
That’s awesome Joyce… networking groups are just like conferences… just different venues. 😉
Great explanation. I learn a lot about networking from your post. It open my mind and show me the corrected way to build the networking. It does not easy as give my business card in the meeting. It needs time and build their trust.
Thanks for write the amazing post. I will share it with my friends
Thomas
Thanks for stopping by Thomas and glad that you see the value.
I like business cards but I have found that a blend of physical cards and digital cards work for me. I’m curious what’s your take on digital business cards?
I agree that you should have some digital reminders of your contact info. I actually have an email signature that has my website as well as my social media channels on them. But business cards are a great way to share your info with someone, who is interested of course, when you are out and need to share info in a flash.
So, more to your question… when someone is using a digital business card, how are you providing it to someone else? You obviously have to have a means to contact them or an app you share a commonality with.