The Two Faces of Networking

The two faces of networking.

Here’s a difficult point to argue: Networking is the number one way for small businesses to grow.

Networking –  the process of meeting people, about making connections and building enduring, mutually beneficial relationships, well it all starts off with a conversation and you never know where the conversation could lead to.

Yet networking is an art in itself. As with any group of people, there’ll be a variety of personalities; some will get on really well and others will clash. There’s a few observations I’ve made that I think anyone going into a networking group such as a BNI should be aware of, both in other people and also in themselves.

The two people we’ve all met at networking events

I see a few Shy Simons. The Shy Simon isn’t always shy, but when he comes to BNI, he exhibits nothing but inhibition. His contributions are what he can get away with not doing. His participation is uncomfortable at best. Shy Simon is there because he wants to produce business, but he doesn’t want to engage in it. Shy Simon is a passive attendee. He has come with no clear plan, and leaves as soon as he can.

I also see a few Boisterous Barrys. Boisterous Barry treats his networking group like a Sunday market fair. Everyone knows Barry and nobody particularly enjoys it when he walks over.  Barry fully engages with his idea of networking; he talks to everyone with a passion about his area. Except he doesn’t listen to theirs. He’s a deal closer and sells at the event.

Simon and Barry are two classic networkers that we’ve all met (or in the case of Simon, saw and had to ask someone else about). Simon and Barry are extremes, caricatures, but we can learn from them.

How can we do networking better?

Networking won’t get work falling into your lap, as Simon hopes; and nor is it productive in the long-term to go for the hard sell, as Barry does. Goodnetworking etiquette is about a balance between the two; a balance
between assertiveness and consideration.

It’s about listening

Engaging in that conversation is great, and then reacting to it. You know, like a normal human being!  Ask about them, their business and find out how you can help. Don’t presume a problem and sell on that basis; anyone who’s received a cold phonecall will know how annoying that can be. Listen first and then you have them in your memory if and when you may have a solution – or the ability to refer them to it.

Secondly, follow up. Keep up with their business activites and what their challenges might be. This is really valuable to both parties. And when you start offering value by networking with people, that value will eventually convert into business.

This is where our Pathway2Grow: Network, Learn & Grow look to differentiate. A networking group that listens and is for people that may have never attended networking events before, is based around open no pressured conversation (we call them natters) rather than elevator pitches and staged presentations. We are open to listening and changing to the needs of our business community, If you want to get involved by or contribute more, feel free to send me a message.