Have you heard the phrase marketing is marketing is marketing? It means marketing principles do not change. The same holds true for networking. It doesn’t matter if you are networking at a live networking event or online in social media. Networking is networking is networking no matter how or where you are doing it.
The Principles of Networking: Online or Offline
#1: Propecting – Brokering – Networking – Do you know the difference? Most people “prospect” and think they are networking.
- Prospecting: When you walk through a reception or meet-and-greet or a conference and you’re ready with your pocket-full of business cards, ready to go elevator pitch and proactively looking for new potential customers. This is not networking!
- Brokering: This is when you connect two people, then expect to be repaid for it (again… not networking!). This is a common mistake that happens in referral organizations. Reciprocity is not linear. As John Jantsch says, “There’s no need to keep score. The Universe will sort out the accounting.”
- Networking: When done correctly, networking is when you connect two or more people who should meet. It’s about adding increase to the lives of others and building mutual social equity.
#2: The premise is relationships not selling – It’s about starting and nurturing mutually beneficial relationships by first adding value and increase to the lives of others. Seriously, what do you really think of someone who proposes marriage on a first date?
#3: GIVING is the essence of true networking – Let me expand that to “giving without the expectation of receiving”.
#4: Listen – Be honest. The best conversations you’ve ever had while networking are with the person who gave you the time of day. The one who listened and asked. The one who was engaged and interested in you first. Be this rare bird for others. Remember: most people are prospecting. Be the lone networker and you’ll be the most memorable.
#5: Act like a host – Think about the difference between how a guest and a host behave. A host is welcoming, introduces others and gets conversations started. Much like the one who listens, when you act like a host regardless of the situation you stand out in the crowd.
#6: Cultivate credibility – The more you give, listen, ask and act like a host, the more valuable you become in other people’s networks. Your reputation rises and you become an indispensable asset.
#7: Educate – Share your expertise from the premise of adding value to your networks. When you demonstrate your expertise in a way that gives true value and isn’t tied to a sales outcome, it elevates trust. And trust is essential in today’s business environment.
#8: Be responsive – It shocked me when I was recognized as one of the most responsive women on Twitter. What I do by following the principles of networking isn’t anything extraordinary. The reality: most people in social media are prospecting not networking. And see how giving and listening and asking and acting like a host made me stand out? Give it a try.
As you can see, the fundamentals of effective networking can be applied to both online and offline endeavors.
How do you make it work for YOU? Master the rules. Then, create your own. Once you know how to play the game, the venue doesn’t matter.
2 Comments
Great post Gina, I love how you break out Propecting – Brokering – Networking
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