How Do I Network?

Let’s Redefine Networking to Partnership Development

Real networking (what I like to call partnership development or centers of influence strategy) is the art of making and maintaining connections with others for professional purposes. In authentically networking with others, you build relationships, forging meaningful and collaborative partnerships, exchange information and ideas, and connect one another to opportunities. 
Do you need to be networking?
I’m not one to tell anyone they need to be doing anything, but I do know from years of experience that strategic partnership building and relationship selling is the number one way to grow a profitable and successful business. Networking can help you, no matter your industry, no matter whether you’re business to business, business to consumer, or direct to consumer. 

How Do I Network? Focus on Partnership Development 

If your networking hasn’t been “working” for your business -meaning you’re not growing your connections, not following up with people, and not building relationships that increase your sales and profitability -it’s time for a new approach. 
When networking, your focus should be to create strategic partnerships with non-competitive professionals with the goal of referring customers to each other on a weekly or monthly basis. 
For example, if you’re a banker, a perfect non-competitive alliance would be accountants because you offer different services within the financial industry. Or, in the networking script I shared above, the financial advisor would’ve also made a great strategic partner. This is where to focus when building strong one-to-one relationships.
A partnership development strategy is a mindful, intentional plan to connect with these individuals and begin to build rapport and relationship with them. 

When networking, there are a few things you’ll want to do as you implement this new approach:

1. Prepare before you go

When people ask me, “How do I network?”, they’re usually looking for talking points, how to deliver a good handshake, and how to introduce themselves to new connections. That’s part of it, but good networking begins before you even arrive and decide to swap business cards with someone. 
Before the networking event, conference, or meeting, ask the organizer to see a list of attendees if possible. If you reassure them that this is for the purposes of intentional networking, and you’re not just adding all their attendees to your database/email list, they’re usually very open to this. In some cases, the list might be available online or there is a forum, group, or app designed to allow attendees to connect prior to the event. 
Spend time with the names on this list, look at their LinkedIn, check out their websites, and actively identify who you’d like to make a connection with. Remember, you’re specifically looking for who would make a strategic partner for you, or even a client.
When you’re at the event, be intentional about making contact with the people on your list. 

2. Build rapport

What do you say to the people you meet? 
I realize that most people enjoy small talk about as a root canal, but there’s usually a brief element of it in most social situations. Think of it as “building rapport” if the term small talk makes you cringe. 
If you’re an introvert, and really dread engaging in conversations with prospective clients or strangers at events, a great place to start is with a light icebreaker. Consider sincerely sharing a common interest to propel the conversation into action. For example, “I love your earrings!” or “This homemade salsa is delicious!” It’s an easy way to get the ball rolling and open up the conversation to introduce yourself. Another way to break the ice is to use research you’ve done on them beforehand to create the authentic connection, “I noticed from your LinkedIn that you have a new goldendoodle puppy! Are you loving being a new dog mom?” 

3. Set the agenda 

This is one of the steps in my Heart Sell process and can be adapted to a networking event, both in person and virtually, (where you might have less time with someone) easily. 
Transition from small talk to sharing intentions for your conversation. Instead of opening it up with what do you do, and who you serve, change the narrative to, “I'd love to hear about some of your projects or priorities on the horizon for your business this year.” 
Why would I suggest you ask the question this way? You open it up for discussion but with intent and a pathway that doesn't lead to "social hour" aka a waste of your time.
You want to determine whether or not you share the same ideal client and see if you both would find mutual value in each other’s services. 

4. Nurture those contacts! 

After initially connecting, it’s time to continue building the relationship by nurturing your new contact. It takes some legwork -especially in the beginning, but if you’re building a business rooted in purpose, this process will start to become more and more enjoyable as you nurture these relationships and watch your business grow as a result. 
At the event, or soon thereafter, set up another time for you and your new connection to meet again. Together, strive to build a team that works to promote one another and creates a win-win alliance and long-term relationship. 

Main takeaways:

● Networking is alive and well, if it feels like it’s getting stale and you’re not seeing results, change your approach ● Approaching networking by focusing on strategic conversations with intent will help you to move past those one-time interactions and shallow connections ● Prepare for networking events before you go ● Explore the topic of how you can be mutually beneficial to one another at the event ● Follow up with your new connection and continue to build a relationship