Common Networking Mistakes

Common Networking Mistakes

Networking is a term that didn’t exist (academically) until almost 40 years ago. It’s a word uttered in and around the business world every day, yet is unclear to most as to how it actually works. Still, it’s a fundamental tool to the success of any business. By definition, the term networking is the development and maintenance of mutually valuable relationships. It’s not schmoozing; it’s not just handing out business cards, selling, marketing or small talk. Those activities are part of networking, but unfortunately, many people’s misunderstanding of the term causes them to network ineffectively.

The following are some habits of unskilled networkers, and they can stand in the in your way of developing mutually valuable relationships. So, next time you attend your Chamber or Association meeting, keep these ideas in mind so you can offer the most value to your fellow networkers.

Habit #1: Attitude Much like the development of any skill, networking begins with attitude. Unfortunately, unskilled networkers have the wrong attitude. If you’ve ever attended a networking function before, perhaps you’ve encountered businesspeople who act in the following ways:

The hard sell – they believe networking is about one thing and one thing only: selling products and services to everyone in the room.

Business only – they’re not there to make friends. They’re not there to have fun. And they’re certainly not interested in developing mutually valuable relationships.

It’s all about me – they don’t take the time to help and share with others, but rather focus on their own needs. In other words, they can’t spell “N-E-T-W-O-R-K-I-N-G” without “I.”

Attitude is fundamental to effective networking. In fact, it’s the most important habit to understand.

Habit #2: Only Dig Your Well WHEN You’re Thirsty. The key to successful networking is making your friends, establishing contacts and developing relationships – before you need them. Getting what you want by helping others get what they want first. Networking should be a big part of your marketing plan!

Enter the unskilled networkers, who only network because:

a) They need new customers

b) They have a new product or service to sell

c) Their boss forced them to do so

Take my friend Bill, for example. He’s quite successful in the insurance business; however he recently approached me about using networking to obtain some hot leads.

“My numbers are down. My manager is on my back. I gotta get out there and start networking…or else! What do you suggest?”

“Networking takes time,” I explained, “and you can’t expect to come into loads of business or dozens of potential clients without developing the relationships first.”

As you already learned, networking is the development and maintenance of mutually valuable relationships…over time. If you try to dig your well WHEN you’re thirsty, you may never find a drink.

Habit #3: Dealing Out Business Cards is a terrible habit, and it happens all the time. Have you ever seen people distribute 173 of their business cards during the first 5 minutes of the event? They move as quickly as possible from one person to the next. They don’t make eye contact, they don’t ask to exchange cards – they just deal them out. This is guaranteed to make people feel puny and insignificant. Notice these unskilled networkers don’t spend time actually meeting and establishing rapport with new people; but rather concentrate on giving out as many cards as possible. Your business card has no value when they are dealt out without conversation.

Habit #4: Unskilled networkers don’t wear professional looking name tags. When you wear a name tag it makes you much more approachable and helps people remember you and your name. Remember that when you wear a name tag you will always be able to measure the benefit by the conversation that results from people that approach you. When you don’t wear a name tag you will never know what you lost as a result of not being approachable!

Habit #5: Unskilled networkers not only attend meetings with their friends and/or coworkers, but they talk and sit with them the entire time! These are people with whom they’ve worked 5 days a week, 8 hours a day for the past 3 years! This is not a good technique to maximize your company’s visibility.

This habit creates an elitist, unfriendly attitude. And think how uncomfortable this makes the one or two people sitting at the table who don’t work for that company! It’s unfair to them because they’re unable to meet a diverse group of people with whom to develop mutually valuable relationships! Remember: If you’re sitting with YOUR company – you’re sitting with the WRONG company.

Habit #6: Unskilled Networkers believe there is only one specific time and place for networking. It’s called “A Room with A Sign Posted Outside That Says So.” In other words, they only network when someone forces them to. They don’t believe networking opportunities in places like elevators, busses, supermarkets or parks. That’s it? A measly half hour for networking? Doesn’t give you much time, does it? The truth about networking is that it can happen anytime, anywhere. There is a time and a place for networking – it’s called ANY time, and ANY place. Network to win in 2010!