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Most networking is a waste of time because it’s done with a sense of obligation rather than intention. If you want to have networking drive your business growth, try this four step approach to make your network stronger:
1 Start by focusing on other people. The first two questions I ask a stranger at a breakfast meeting are what do they do at their firm and with whom would they like to connect? That approach speaks directly to why they are there and makes it clear I’m not looking out only for myself. If you think there is a mutual benefit in an extended conversation; then ask questions, listen closely, make notes, get their card, and begin the relationship by following up and helping them first. If you sense you’re in a dead-end conversation with no mutual gain, exchange cards and thank them for their time. It’s great to be altruistic, but you need to be realistic. While you’re talking to a loan officer, you’re running out of time to connect with the president of a construction firm you’ve been meaning to talk to. Effective networking is purposeful.
2 Articulate why you’re there. Before you register for an event and get up early to go to a hotel ballroom downtown, why are you doing it? You can’t make important connections if you don’t know who those people are. Define in your mind your ideal client and the key decision-makers within those firms. You should be able to articulate who you serve and what you do to anyone who asks. I might start with: I’m a leadership and communication coach for companies that are looking to grow the next level of leaders so owners can retire someday. I usually pause here to see if they are remotely interested or want to meet someone else! I help people grow from just doing the work to managing teams and selling work. I teach people to get to the point, manage their time and delegate. I might share a recent story about an engineer who came out of his shell or why it’s difficult to slow down and let others take over projects. I’ve given them enough information to engage them in a conversation but not one long elevator speech that shoves a wedge between us.
3 Seek a personal connection. My most effective ice-breaker is the pie image on my business card because it’s not about business at all. Look, we put on nice clothes and shake hands, but at the end of the day, we just want to sit down with a big piece of pie. I’ve made pies for years and I’ve got it down. It’s a way to personally and memorably connect with people. It can start with the weather or last night’s Duck game or where someone lives. Follow your curiosity to make a lasting, personal connection.
4 Keep the vital connections alive and strong. The number one reason most networking fails is from sheer neglect. We don’t have time to help everyone in our network, but we do have time to take care of the most important people. Assess the equity in your key relationships. Have you asked for more than you have given? Have you made deposits by helping your champions or merely relied on them for favors, draining your assets? There are a million creative ways to make deposits in our relationships; from helping a parent of a troubled teen find a counselor, taking someone to a Blazer game, or making an introduction to a developer of historic properties. Stay connected and make deposits consistently. Educate your champions on what you’re doing and with whom you want to connect. If you’ve shifted your market or service focus, do your champions know?
Break the ice by first asking people who they want to know. Be prepared to tell them with whom you want to connect. Find the personal connection. And don’t forget to maintain your old connections as you grow new ones.
Leo MacLeod is a leadership, communication and pie coach.
Leo MacLeod is a leadership and communication coach. He can be reached at: leo@leomacleod.com.
www.leomacleod.com • Leo MacLeod
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