Just stop networking…please!

Neil Fullbrook explains why networking in the traditional sense is so 80s.

Now that six years have passed since the UK’s first pandemic lockdown on 23 March 2020, there’s an expectation for professionals to get networking. The phrase fills some with dread, while for others it’s an opportunity to sell, sell, sell. But, does it actually work? I mean, who wants to be networked? Isn’t it about time we put more effort into the human- fellowship and authentic relationships we all build naturally?

If you ask anyone what their definition of networking is, you’ll get a variety of different responses, but they will all essentially break down to going to ‘networking’ events, practicing an elevator pitch, and working the room. We’ve all been stuck with an avid networker, and it’s not pleasant. That’s why ‘networking’ has become synonymous with a transactional, salesy pastime, with a good share of red wine breath! The harder you try to network, the harder it can be to develop meaningful relationships that lead to actual business.

So, what do we mean when we say stop networking?

• Stop going to events with the objective of networking. How many times have you just shut down, and that little voice inside your head is screaming “stop selling to me”? Successful networking is all about building familiarity over a longer period of time, so when the opportunity for business comes you are thought of from a position of trust. Enter a room to sell, and you’ll soon be forgotten or remembered for the wrong reasons.
• Focus on shared interests, so when selecting events to attend always look to the content first. Choose event topics first and you’ll meet like-minded people, lead with people first and you’ll be searching for common ground after. Ask yourself:
  • Do the presentations of the day resonate with you and your business?
  • Do you have a vested interest in the topics beyond there being new business contacts there?
• In theory, an elevator pitch is a good way of explaining clearly what you do. In practice a scripted and rehearsed introduction will likely prompt the same scripted responses and a firm ‘nice to meet you’ handshake followed by a swift exit. Real relationships and authentic conversations evolve slowly and when ideas are exchanged, that’s when business opportunities can naturally appear. Therefore, be ready to ask other delegates about their experience of the day and what they’ve found interesting or surprising.
• Avoid events billed as networking-only, unless of course, you like to “be networked” then fill your boots! As many professionals know, the best conversations usually happen away from official sessions. For example, coffee breaks outside of an exhibition hall, or sitting down for lunch following a presentation may yield the best results. These results might not instantly translate to business opportunities but becoming a trusted peer is inherently more valuable than being seen as a good seller. Strong professional relationships are rarely built in one meeting, the best approach is to raise your profile with your prospect and enjoy repeated interactions and shared experiences.
• Being present in your industry, and not just at events, is key to demonstrating your expertise. Contributing to discussions online, sharing perspectives in the media, or commenting on peers’ work will all build connections. Being a thought leader will streamline your relationship-building efforts as connections will seek you out based on expertise, cementing a trusted position.

Ultimately, the goal should not be to ‘network’ or to be ‘networked’ in the traditional sense, the goal now is to build meaningful relationships within spaces that matter. When people share ideas, learn from unique expertise, and build trust opportunities will follow.

If you would like some ideas on building your profile, get in touch.