Why Business Networking Works for Some and Not Others

Why Business Networking Works for Some and Not Others

Have you ever come across someone in business who dismisses networking with the phrase "I tried networking once, and it didn't work for me"? Throughout my years in business and after attending numerous networking events, I've encountered variations of this sentiment repeatedly. Furthermore, there's the assertion that networking doesn't work for everyone, and I've pondered this notion for a while to see if I agreed. In reality, I don't.

If we rephrase the statement to say "not everyone who engages in business networking finds success," then it becomes a different matter. Similarly, acknowledging that "not all types of business networking events yield the same results for everyone" is also valid.

Irrespective of your industry or profession, networking at some level can and will positively impact you and your business, particularly when approached effectively.

I’ve networked for business throughout my career, and I've actively participated in a structured business referral group for 23 years, observing numerous members come and go. Often, individuals in the same business or profession achieve vastly different results from their networking efforts. Why is this?

The difference isn't solely based on their business or professional skills; rather, it's their attitude that sets successful networkers apart. Those who thrive in networking commit to and embody the values of the group. They prioritise helping others and trust that they will receive assistance in return. By consistently attending meetings, supporting the group and its members, and participating in social events, they become well-known and well-liked within their professional circles.

Starting with a positive attitude and combining it with proven rapport-building skills and effective communication techniques significantly enhances personal effectiveness.

Regarding the effectiveness of networking events, it's essential to find groups where you feel comfortable. Networking is a potent way to generate referral business, but it's not a quick fix for immediate sales. It's not about pushing a hard sell or closing deals on the spot.

Networking is a gradual process of building trust and nurturing relationships. It excels at fostering strong personal and business connections that lead to long-term repeat business through recommendations and referrals.

Regardless of your business, having others endorse you and refer clients to you leverages your time and resources. When you provide value and assistance to others, many will reciprocate.

However, if your focus is solely on immediate returns or a self-centred approach, networking may not yield the outcomes you desire.

Tony Altham is a Business Networking Coach, Trainer, and Professional Speaker specialising in teaching entrepreneurs and professionals how to build powerful relationships that generate long-term profitable business via referral and recommendation.

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