Networking Dos and Don'ts

Webster’s Dictionary defines “networking” as “the developing of contacts or exchanging of information with others in an informal network, as to further a career.”

My definition of “networking” is slightly different: “people cultivating mutually beneficial, give-and-take, win-win relationships with one another.” The stereotypical sales professional’s outlook on networking can be summed up with the words, “What’s in it for me?”

Unfortunately, most salespeople focus too often on the selfish aspect of networking and wonder why the process doesn’t yield results for them. Networking is the most effective way to make a connection with someone if done correctly. And doing it correctly often means adopting a “what’s in it for them” approach.
 

GETTING DOWN TO BUSINESS
When it comes to networking, consider these questions:
• What results have you achieved so far through networking?
• How are you currently spending your time at networking events?
• How much time do you spend talking about yourself at these events?
• Whom have you connected with and what has it meant to you?

Look at the companies you wish you had as clients. The main reason you can’t get these prospects onboard is because other vendors have a better relationship with them than you do. If you want to have a better relationship with these prospects, you must learn how to network more effectively.

The “Golden Rule of Networking” states that, all things being equal, people will do business with and refer business to those people they know, like and trust. In this day and age, relationships rule the selling process; it’s not always about the lowest price. (Think about your own purchases. Do you always buy the lowest price? Or do you make purchases based on the brands and the people you know, like and trust the most?)

According to the old sales adage, “It’s who you know.” That’s not entirely true. The best networking philosophy takes into account the people you know and who know you as well as letting your acquaintances know what you do for a living. Most importantly, your acquaintances have to care about what you do for a living.

Every person you meet has a sphere of influence. This means that we all know people who directly or indirectly touch our lives in some way. Some people have 50 individuals in their spheres of influence, some people have 500! (If you don’t believe me, look at the number of “friends” people have on Facebook.)

The main goal of networking is to have as many new people as possible feel that they know, like and trust you and your company enough that they will want to tell the people in their spheres of influence about you. The only way to accomplish this is to show genuine interest in these people and their companies and to help them and others succeed in their businesses.
 

WHAT NETWORKING IS NOT
Unfortunately, the traditional method of networking is not the most effective way to earn business. Most salespeople go to networking events thinking, “What’s in it for me?” They also wonder why networking never usually works for them. Please keep in mind that the people you meet at networking events don’t care about your business yet. They will not care about our company until you show an interest in them first.

Here are some things to avoid at your next networking event:
• Having a “what’s in it for me” attitude;
• Talking more than 50 percent of the time;
• Talking about your business without being asked;
• Having a “hard-sell” approach or message;
• Shoving business cards in people’s faces, saying, “If you need a shredder, I’m the one to call;” and
• Attending just for the free food and beer.
 

The person who asks the questions is the person who controls the conversation. People love the opportunity to talk about themselves.

A SUCCESSFUL NETWORKING SYSTEM
A system is the process of predictably achieving a goal based on a specific set of principles. In this case, your system should ensure that everyone you come into contact with takes a genuine interest in what you do and will want to help you succeed. It involves sharing information with others and helping them achieve success first. It involves caring about the other person and his or her wants, needs and desires.

A successful networking system should entail:
• Speaking and writing on information protection as often as possible (As a perceived expert you have perceived value.);
• Having a message that applies to 100 percent of the attendees (Resist the urge to talk about your company.);
• Making an impression at the first meeting that brings out know, like and trust feelings;
• Investing 99 percent of your time talking about your new acquaintances; and
• Asking the right questions so you know how to refer business to you new contacts.

In a sales meeting with a prospective client, questions are vital to the selling process. Networking is no different. The person who asks the questions is the person who controls the conversation. People love the opportunity to talk about themselves. If you ask the right questions, you can give people that opportunity. They will show their appreciation by showing an interest in what you do.

The questions you ask when networking should:
• Be open-ended;
• Be enjoyable to answer and make the speaker feel good;
• Help to establish trust and rapport; and
• Help you figure out how you can be of the most help to your new contact.

The objective of investing this time in other people is to help you figure out how you can bring them business first. As a result of establishing rapport, you are viewed as someone who is worthy of doing business with or referring business to. It also shows that you are taking an interest in your acquaintances’ businesses and success. The most important part of networking is that you must bring your new acquaintances referrals. The Rule of Reciprocation will then kick in.
 

THE RULE OF RECIPROCATION
A successful networking system is founded on the Rule of Reciprocation, or ROR. The ROR states that we as humans naturally try to repay in kind what another person has given us. It is a universal law that when we give, we will receive, usually more abundantly than we gave. Putting ROR into action means we must give business and referrals without keeping score and without expectation of receiving something in return. Think about your personal experience as a receiver of some kindness. You feel compelled to want to help that person or give something to him or her in return.

This is how effective networking works to generate referrals. The more referrals you give to your clients and strategic partners, the more they feel compelled to help you and your company become more successful. The ROR works better than any referral incentive program.

If you can avoid the characteristics of the stereotypical salesperson when you are networking and instead subscribe to a “what’s in it for them” mindset, you will be on the right path to a successful networking strategy.

The author is vice president of Total Product Destruction and president of Total Training Services, which operates The Shred School in Spartanburg, S.C. He has helped more than 220 companies in the document destruction industry to grow their businesses. Barry is also the president-elect of the National Association for Information Destruction (NAID) and can be contacted at raybarry@totaltrainingservices.com.