They Said Networking Was a Fad
Networking is a fad. So are oxygen, indoor plumbing, and sliced bread.
All sarcasm aside, networking is anything but a fad. In fact, if there is one business skill that has stood the test of time, it is the ability to build meaningful relationships with other people.
Over the years, I have heard people describe networking as a trend, a craze, or the “latest thing” in business. Yet here we are decades later, and successful businesspeople everywhere continue to rely on referrals and strong professional relationships to grow their business.
In my book Truth or Delusion?, my co-authors and I discuss the importance of referral marketing, networking, and learning how to connect with people in meaningful ways. These concepts are not only helpful in business; they are often the foundation of business success.
One of the biggest misconceptions about networking is that it only happens at networking events. Well, nothing could be further from the truth.
You can network almost anywhere. I have seen business relationships begin at community events, volunteer organizations, sporting events, houses of worship, and even at a child’s play date. The opportunity to build relationships exists wherever people interact with one another.
The key is understanding that networking is NOT about selling to everyone you meet. It is about developing relationships and creating opportunities to help others. When you focus on building trust rather than making a sale, business often follows naturally.
For some people, networking comes easily. For others, it is a skill they learn to develop. Either way, it is important to keep working at it.
We have all heard the phrase, “Practice makes perfect.” Well, I don’t completely agree. I believe that perfect practice makes perfect.
Many years ago, I heard a music teacher say to a student, “Poor practice makes a poor musician.” That lesson stuck with me because it is true in networking as well. If you repeatedly use ineffective networking habits, you will simply become very good at networking the wrong way.
You can spend years attending events, collecting business cards, and talking about yourself. That doesn’t mean you are becoming a better networker. It may simply mean you are becoming more experienced at making the same mistakes.
Perfect practice, on the other hand, reinforces positive habits.
After a networking event, take a few minutes to evaluate your performance.
Ask yourself:
- Did I spend more time listening than talking?
- Did I learn something important about the people I met?
- Did I look for ways to help others?
- Did I make a positive and memorable impression?
- Who impressed me, and why?
The answers to these questions can help you identify areas for improvement, and reinforce behaviors that lead to stronger relationships.
Most importantly, remember that networking is a two-way street. The best networkers are not focused on what they can get from others. They are focused on what they can contribute. That is how trust is built, credibility is established, and referrals happen.
Networking is certainly not a fad.
It is a fundamental business skill that has been helping people succeed for generations, and I believe it will continue to do so for generations to come.
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