Networking is not About Selling

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November 3, 2008

When I first started out in my business I was urged by a well known sales guru to network my heart out; “put yourself out there Jean, give everyone you meet your business card”.

Scary stuff for one stepping out on a limb already! For a bright woman it took me a long time to get my head around the fact that networking is not about sales or selling me and my business.

In fact I know now that my business card is the least powerful tool in my networking tool box. My email signature and website, which is consistent with my business card and flyers is though. Why? Because follow up is the most powerful tool when it comes to networking effectively and follow up starts with that friendly email which will, nine times out of ten, become part of the other persons database with all my details including a link to my website.

People remember you for what you give; time, attention, interest and a genuine invitation to get to know them and their business better. As a consequence of building and maintaining a relationship you and your business, product or service become inextricably linked in the mind and memory of the person you link to.

Having become somewhat of a serial networker, no longer uncomfortable or leery of the unknown, rather I am excited and stimulated by the amount of truly interesting people out there. I am also forever reminded of what a small world it is. Auckland is small, New Zealand is small and the world now is also small. Not only do I keep bumping into people I know when I least expect it at an event or meeting; I am meeting people who it suddenly turns out know people I know and hey presto an immediate connection is made. People are 100 times more comfortable with strangers when a common link presents itself.

While not everyone is going to be a prospective client or sale, they might instead become a valuable supplier or contact for your own clients or customers. Regardless they will potentially know people who could become a client or customer.

Regards of whether you are self employed, a business owner or manager or an employee networking is vital to expanding your influence and profile as well as being the ideal opportunity to give others a step up or the support you were given.

Recently I was a conference speaker on a panel for woman who almost without exception worked for the public service or related public sector organisations. They totally embraced the concept of creating their own internal networks, rather like the workplace equivalent of coffee groups. Giving them the opportunity to share resources, build working relationships, problem solve and generally support and encourage each other. Not to mention building their reputation in the workplace and opening doors for career advancement.

Author: Jean Caldwell

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