The term “networking” used to make me think of people in business suits wandering around cocktail parties numbly exchanging business cards and engaging in superficial banter about the weather or the topic of the day. But networking does not need to be this way.
Don’t get me wrong. I’m not against having the occasional glass of cheap red wine, although balancing a wine glass with a plate of cheese and crackers is not good for the health of my ties or dress shirts. But effective networking provides opportunities to extend your business, gather information, and build relationships which can further your personal and professional goals.
Networking comes in many forms and from many directions, so start by maintaining contact with people who have assisted and supported you during your business career. These may be people who have hired you or someone you consider to be a mentor. They may not provide you with sales leads, but their guidance with your career can be invaluable.
Build professional contacts inside and outside of your industry through involvement in trade organizations, service groups such as Rotary or Kiwanis, and through participating in volunteer organizations. Perhaps you’ve heard the phrase that in business, you’re always selling. The same holds true for networking, so join professional groups where you can volunteer your time for a good cause while meeting fellow professionals. If you accidentally do some good works while you’re at it, it’s a bonus. And don’t forget your friends and personal acquaintances. Many business referrals come from friends in social situations, so make sure your social network is aware of what you’re doing.
As you engage in networking keep a few basic guidelines in mind. Most importantly, recognize that networking is a two-way street. Don’t approach others with a “what’s in it for me” attitude. The golden rule applies in networking so if you’re not willing to provide assistance, don’t expect it from others.
Focus on substance over style. Don’t attend a trade function with the goal of handing out all of your business cards. Instead, try and meet a small number of people who can actually further your business goals. Follow up with them after the event and work on building relationships for the long term.
Identify and participate in educational opportunities at least once a year, and don’t limit yourself to your industry. Take a class at CVCC to fill in your skill set, or attend a seminar put on by the Lenoir-Rhyne Business Council. You’ll learn something and have the opportunity to interact with other business leaders and professionals.
For some us, networking does not come naturally, so you have to work at it by putting yourself in opportunities where you can meet people. If you’re ready, the Chamber of Commerce is planning a networking event called Schmoozapalooza on April 14 at the Hickory Furniture Mart. Check out the details on the Chamber website and give it a shot!
Do you have a business question or topic that would make a good column? Send your ideas or questions to me at jeff.neuville@b-assistnc.com and share your business experience with others.
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