Thou Shall Not Sell At A Networking Event...Ever

As we begin a new year here’s a networking commandment that bears remembering: thou shall not sell at a networking event – ever. 

The problem with some networking events is that people network for new business. Here’s a question I’ve asked many times.

“How many people are here today to buy something?"

I can promise you the majority of the time, no one’s, absolutely no one’s, hand goes up. Yet, business people still have the objective of “getting new business” at networking events. It is the most frustrating networking behaviour – for those doing it and those exposed to it.

When we have the “gotta get me some business” attitude at a networking function it means we’re in sales mode. We’ve all seen that sales person. It looks something like this… rapid-fire …“Hi, my name’s Christel, I sell underwater baskets and I can get you the right basket no matter what and I sell to tall people, blue-eyed people, blonde-haired people, young people, old people, brown-haired people. I can sell to everybody. Sign here to buy a basket!” 

I know, you can feel yourself stepping back, can’t you?

So, let’s take another approach. Let’s try networking mode.

When we go to a networking event in networking mode we’re looking to make connections, not sales. And that’s the best networking behaviour.

We attend the event with a plan to: 1) meet a few people (who might become mutually beneficial relationships); 2) make a good impression; and, 3) schedule a next meeting. 

That’s effective networking. Try it at your next (and every) networking event.

Who Did You Introduce in 2014?

One networking technique that is surprisingly underused is introducing our contacts to each other. The best way to do this, of course, is in person. But you can also do it online through your social media activities.

Connecting  your contacts to each other is what networking is all about. You can introduce them to each other on Facebook, on LinkedIn or any other platform on which you’re active .  Let them know why you think they would benefit from knowing each other.

Then, if you can, introduce them in person.

That's how to build your network.

Hyperactive Visibility: Good or Bad?

It’s possible to spend so much time running around and making appearances that you don’t have time to build deep relationships and develop credibility. Activity is not the same thing as accomplishment. If your network is a mile wide and an inch deep, it isn’t really very helpful.

Visibility is important, but by itself, it won’t create credibility or profitability. Not to mention that running around attending every possible networking event in order to establish visibility is a good way to get burned out.

Take the time to build depth in your business relationships. Choose a few networking groups and attend regularly. Meet with people one on one and get to know them.

Build your business by building relationships. Take the time. It’s a not a race. And, if it is a race, it’s a marathon, not a sprint.