The 2 Schools of Networking

By Terry Bass

If you go to Amazon.com and search for business networking books, there are over 63,000 listed and still growing on a daily basis. But there are pretty much only two schools of thought on why and how you should network. (Although I must confess I did not review all 63K of the books!)

The first school is the “go in and get the sale” school. Or at the very least, the appointment so you can work the sale. It is very focused, very goal driven. You will study the event and participants prior to the event, possibly knowing exactly who you want to talk to. You will suit up with the proper amount of business cards and proper attire for the best possible impression.

When meeting people you will have a dynamite 30 (60) second commercial, engage in focused banter, use body language to draw people into the conversation or keep them away. You will not eat (eat before the event!) to keep at least one hand free and sip abstemiously from your one glass. You will at minimum get a business card, but it only counts as a score if you get an appointment or the promise that you can call tomorrow and then make the appointment. You will not spend too much time with an individual or group, but circulate meeting additional people achieving your pre-determined criteria of X amount of introductions, business cards and/or appointments.

Don’t forget to surreptiously write notes on their business card for appearance, wife’s name, and other memorable bits of data that will help create that bond between the two of you when you next meet.

Whew. I’m exhausted just writing it!

Well, you may notice a tinge of sarcasm, but with my career I network significantly and while there are many who attempt this way of networking, there are few (very few) people that can do this and do it well. The problem is that most people who network have read a book or two and so they know the game. The other factor is that the pressure sell, whether it’s for your business or just an appointment sticks out like a sore thumb if not done with a flawless touch. It’s typically pretty obvious and not very enjoyable for the one on the receiving end.

There are a couple of positives if you can get it to work. It’s short, focused, exceedingly goal oriented and you don’t spend a lot of time. If it’s something that’s not working out, you move to other networking opportunities.

The second school is where you engage in business networking for multiple reasons, but with the idea that you are going to build relationships. The purpose of the relationships may not even be to get business from them, but could be for a variety of reasons. This is a slower, longer term, greater effort (at least initially) required type of networking.

Instead of just looking at a group as fresh meat, by taking the opportunity to getting to know them and their business, you open up a wider range of possibilities. Is it someone who was in your situation at one time? Would they make a great mentor? What about someone else that works the same market, but is not a competitor? Could they become a partner, where you work together or swap prospects? Is there somebody that you would like to know if you decide to pursue a different career?

At any networking event, there is a vast array of talent, experience, knowledge, resources and possibilities. If you put your sales blinders on you may get a sale, but miss meeting and developing relationships with people that can help grow your business, give answers to stressful challenges you face and act as a dynamite referral resource.

By networking and meeting people with the idea that they may have much more to offer than just a sales opportunity you open the doors to genuine relationships where you want to help them as well as yourself out. And once that’s established, you will have people that will want to do business with you and send business to you.

Terry Bass, of CHADONS Resources is a business coach in the ChicagoLand area. He speaks, coaches and facilitates focusing on helping the individual and business succeed. If you can use help for yourself or your organization in identifying, understanding and achieving your goals, then you should contact Terry at 773-769-1992 and begin the conversation. You can also visit http://www.chadons.com to learn more.

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