Transactional or Relational Networking?
When it comes to successful business networking, it is important to recognize the difference between a transactional approach and a relational approach.
My book, “Business Networking and Sex (not what you think),” is based on a survey of 12,000 people from which we found that women and men DO network differently. I share more about it in this short video.
This video is part of my Master Class from the BNI® 2021 Global Convention.
Which is Better?
As your heard in the video, the survey of 12,000 people found that men tend to focus more on transactions than relationships, and women tend to be more relational in the way they approach business networking.
However, it also showed that all people who focused first on building relationships and then on business scored higher in success. When you are focused only on making a sale and completing the transaction, you are never going to create the trust and build the relationship that is needed to generate the business referrals you seek.
My personal tendency is to just go for the facts, and that is not an effective networking practice. It has taken many years for me to learn how to ask questions to find out more about the other person and to be more relational in the conversation.
Successful business networking takes both a mindset – a mental attitude, AND a skillset – a collection of abilities. When you network in a relational way by building connections with other people, you are going to generate more business. Remember, if your network is a mile wide but only an inch deep, it will never be a powerful network. It needs to be both WIDE and, in some places, very DEEP.
What is your experience? Have you found success through the business relationships you’ve built?
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