The need to network

Summary: Sitting somewhere between a sales meeting and coffee with an old friend, networking is an artform that every businessperson should master. I’ve done a lot of it over my 20-plus years in sales, and particularly in the last 5 years as a sales leadership coach and mentor. For me, good networking comes down to a few key principles, which I outline below. They are: start with a plan; practice both horizontal and vertical networking; go in with a host mindset; make your best first impression; and give to get. Read on for the details.

How it all started

I do a fair amount of networking. As a result, I meet a lot of new people.

Some of the people I meet are ahead of where I’m at in terms of their professional evolution. Some are right at the same spot. Still others are a year or two behind.

Today’s Scorecard is for the last group — those folks who are just behind where I am now.

I started my practice in the month of April. I spent most of April (it took me a full week just to get organized and get some kind of plan in place) and then all of May and June in a coffee shop close to home. During that time, I met with well over 100 people.

That networking led directly to my first client. The networking I did in the months following led to my second.

Then the pandemic hit. It definitely slowed things down. My two clients paused — totally understandable, as the world was upside down. Regardless, I stayed busy, continuing to network.

By the fall of 2020, networking led to my third client — the first since Covid had started. Today, the person who introduced me to that client remains a good friend.

Networking: an absolute necessity

Networking built my practice. I consider it an essential skill. Recognizing we all have different styles and sit differently on the introversion or extroversion spectrum, we can all do it effectively to a greater or lesser degree.

But no matter where on that spectrum we sit, doing it well and becoming a better networker takes practice. So what does that look like? Following are the key principles I applied in honing my own networking skills.

When connecting professionally, many people get hung up on the results. The real goal is simply to listen and enjoy learning about the person you’re meeting with.

First, you need a plan

All plans start with goals. Back in the coffee shop, my goal was 15 meetings per week. To begin, I used LinkedIn. Connect, message, meet. My connection rate was pretty high — around 55%. My ratio of messages to meetings was pretty good too — around 35%. Lots of factors went into this ratio, an important one being good initial targeting.

I calculated that I needed to reach out to 80 people per week to get 15 meetings. Over time, this number dropped, as many of the people I was meeting were introducing me to people they knew. Today, I make time for two to three networking meetings per week. Most of those meetings result from being introduced to someone new by someone I already know.

You need to consider both horizontal and vertical networking

Horizontal networking is meeting with people who have similar knowledge to you and are at a similar level professionally. Vertical networking is meeting with people above and below, your level. Both yield many positive benefits, including possible mentorship and collaboration. Though remember that if you want those benefits, you must also provide them. More on that farther down.

You are the host

My mindset when I’m networking is that of host. This applies both to one-on-one networking meetings and to networking events. So how do you behave when you’re a host? You want to take care of people and ensure they’re comfortable and feel at ease. That means showing a genuine interest in them and asking them questions about what they do. You want to make it more about them. By being a true host, you make the experience more genuine and less artificial (a common complaint around networking).

Bear in mind that in keeping with the host mindset, it’s about the connection itself rather than the outcome. When connecting professionally, many people get hung up on the results. The real goal is simply to listen and enjoy learning about the person you’re meeting with.

Adding value is crucial. Reciprocity is real and it’s powerful. It’s amazing how people connect on a more human, visceral level with others when they feel there’s no “agenda” behind it.

Make your best first impression

To create a good impression with others, you first need to focus on yourself. You need to understand who you are and how people perceive you. A quick tip: Pay close attention the next time someone introduces you (especially someone close to you). Note the characteristics they highlight and the words they choose. These can be a real eye-opener. If nothing else, they can provide the insight to make specific choices on how you want to represent yourself.

Give to get

I mentioned the importance of listening, and simply enjoying the exchange rather than worrying about the results. Listening is crucial.

So is adding value. In my case, I know a little about sales. When I meet someone new, I pretty consistently offer to help if the opportunity presents itself. Reciprocity is real and it’s powerful. It’s amazing how people connect on a more human, visceral level with others when they feel there’s no “agenda” behind it.

In the same vein, allow yourself to be a little less than polished. That doesn’t mean tarnishing that shiny first impression, but it does mean showing just a little vulnerability and candour. These attributes will make you stand out because they tend to stem from issues or concerns, we all experience. Chances are your guest does too.

So to those people who are finding — or re-establishing — their professional footing, and are possibly wondering where the heck to begin, my first pearl of wisdom would be: If I were starting this journey again, I’d network. A LOT.

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