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Networki ng
Networking is about establishing groups of contacts that will add
value to your business and career. It is a two-way process in which
you must give to receive. Building good relationships will give you
a competitive edge, but for many people, the thought of going out
to make contacts is awkward and artificial.
Six degrees of separation
Research carried out by the American social
psychologist Stanley Milgram suggested that
most people are connected to one another through
a chain of just six acquaintances. Networking gives
you access to a wealth of knowledge and expertise;
it allows you to gain competitive information, build
a good reputation, and even get your next job. And as
you progress in your career, who you know becomes
increasingly, and sometimes critically, important.
of people online
could connect with
each other via six
linked messages
78%
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NETWORKING / 221
Meeting people
You can meet people anywhere. Be open to chance
contacts, at airports or in elevators for example;
these unexpected opportunities to meet people
and network can prove invaluable. Business
contacts are increasingly made online, through
targeted research or in business networking
groups, but there is still no substitute for old-
fashioned, face-to-face networking.
Valuing networks
Networking is about building relationships,
not selling. Your network should include not
just customers, but others in your profession
or trade with whom you can share experience,
as well as suppliers, consultants, and others
with influence. Do not forget about internal
networks, which may be as important as
external contacts in large organizations.
TARGET YOUR
NETWORKING
Make a “hit list” of people
you want to meet; keep
your eyes and ears open
for opportunities.
Tip
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Working a conference
Try not to take too much with you to a conference.
If you’re loaded with bags, files, a laptop, and
stacks of sales brochures, it’s hard to appear
cool and collected.
INTRODUCTIONS
At conferences, make an effort to introduce your contacts to other
people. The generally accepted rule is to introduce the junior person to
the more senior. So, introduce a colleague to a customer or a manager
to a director. Try to say something about the person you are introducing
that will provide a starting point for conversation. For example: “Leo, I’d
like to introduce Annabelle, who worked on our corporate responsibility
program.” Don’t hesitate to ask someone to introduce you to one of their
contacts if it’s difficult for you to do so yourself.
In focus
Choosing an event
Conferences are excellent arenas for networking,
because they bring together a group of individuals
who have a variety of interests in a common subject.
At a conference on corporate responsibility, for
example, you are likely to meet people from other
organizations who are in a similar position to you,
as well as experts in various aspects of the subject.
You may make contacts with suppliers of equipment
that could reduce your company’s environmental
impact, or consultants who could provide advice.
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It can be daunting to walk into a room full
of people, but there are ways to appear
composed. Smile as you walk in and look
for any existing acquaintances. Begin by
talking to people you know to help ease
you in, but don’t stay with them for more
than a few minutes.
BE SELECTIVE
It may be hard to imagine now,
but with practice, you may well
come to enjoy networking. Be
methodical, and attend only
the events where you need to
be seen or are likely to meet
the people you want to meet.
Tip
CHECKLIST...
YES NO
Preparing for meetings
1 Have I studied the attendance list and marked
people I want to meet? .....................................................................
2 Have I researched those people beforehand? ................................
3 Is there anyone I know already on the list? .....................................
4 Do I know what the dress code is? ...................................................
5 Do I have my business cards with me? ............................................
Introducing yourself
If you don’t know anyone, join a group of
two or three people who don’t appear too
engrossed in conversation. Smile, and
say something like, “Hello, I hope I’m not
interrupting your conversation. I’m …”.
Give your name and company. In almost
all cases they will smile back and invite
you to join them.
Where possible, try to enlarge the
group you’re talking with. This enables
you to meet more people and makes
it easier for you to move on when it
is appropriate. Do this by noting any
people standing nearby, and turning
toward them when you speak. By
addressing your comments to them
as well as the group, you will bring
them into the conversation.
Connecting with delegates
Be attentive to the people in your group,
don’t scan the room beyond for other
prospects—this makes it impossible
to create rapport. Ask open questions
that will reveal common ground, and be
sure to give other people in your group
an opportunity to speak.
Exit your conversations politely. If
you want to keep in touch, make sure
that you exchange business cards. There
are rules about giving and receiving
business cards in some countries,
however, so do your research before
attending international gatherings.
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Recording your
contacts
Networking time will
be wasted if you do not
record and follow up your
contacts. Your record
can be very simple—a
note of name, company,
and contact details, the
context of the meeting,
a brief account of what
was said, and a summary
of what you think this
person could do for
you, or vice versa. Some
people find it useful to
group their contacts as:
Developing your network
There are software packages that
can help you record and manage your
contacts, but check the legal data
protection requirements in your country
before compiling information digitally.
Your network list needs nurturing
and maintenance; people will fall off
without regular contact. Review your
list periodically and identify conspicuous
gaps. Remember that when people leave
a company they remain as your contacts,
so keep in touch—they may go on to
bigger and better things and become
even more useful to you.
Always send a thank-you
email or letter after every
meeting you have attended.
How to follow up
contacts
INFLUENCERS:
people whose
opinions usually
carry weight
DECISION-
MAKERS:
people who
can award
contracts
of marketing professionals
use social media networks
for their business
93%
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