Picture your favorite Olympic athlete. Now try to imagine that athlete’s training to get to the Olympics. For most of us, the scope is beyond our grasp.
All those years of training, working out, dealing with injuries, failing, and starting again. Do Olympic athletes think about that before starting their event? Or do they forget what they are doing and just let all the training take over?
One thing is certain. I will never personally experience that Olympic moment. But when it comes to business networking, I think networking works best when you forget what you’re doing.
Call me wacky, but let’s see if I can convince you.
Defined Networking
You are the head of a sales team. How would you define the marketing strategy of networking to a sales newbie?
Need some help? Below is a definition of a now defunct website, BusinessDirectory.com. Maybe they did not do enough networking. 😊 However, I liked their definition, particularly the last part.
The last sentence captures the point of this post.
Networking Even When You’re Not
Not So Traditional
When you think of networking, what do you come up with?
- Going to industry events/having dinner with a prospect
- Exchanging business cards
- Talking about yourself
- Following up with an email
- Pitching your need (to secure a job, sell a product…)
Sound familiar? This is the traditional mindset for this type of marketing. But what if you forgot about what you’re doing and started helping instead?
Not So Absent
The inspiration for this post’s original version was from longtime writer buddy and friend, Lori Widmer. Lori’s blog, Words on the Page, offers advice for freelance writers. Her practical pearls work for any business owner.
Several years ago, Lori confessed she had not actively marketed in the prior year. But she was busier than ever. How could that be?
Because Lori never stops networking. It just doesn’t feel like networking. Lori lives and breathes three vital networking skills (as illustrated below).
See? Business networking. And that’s good marketing.
Making it Second Nature
Networking works best when you stop thinking about it as marketing strategy. Instead think about is as connecting as individuals and focusing on how you can help. Soon your efforts become second nature.
How do you know when networking has become second nature and you forget you’re doing it? Below are a few signs.
- You are truly interested in what others are doing or saying.
- The thought, “how can I help,” beats out the “what can I get” reflex.
- You share something because you want others to enjoy it, too.
When helping others becomes second nature, you enter networking nirvana.
Your Network Knows
Your network understands your intent, perhaps better than you do yourself. Let me give you an example.
I receive regular emails from a LinkedIn connection. We share common business interests and I find his insight fascinating.
However, I have noticed something he does that is off-putting. I receive an email each time he publishes a new article. The emails are engaging and typically end with a variation on an invitation to let him know if there is anything he can do for me.
I responded to that invitation once. I asked if he knew someone who would benefit from my business writing services to keep me in mind.
His response? Silence.
- No acknowledgement (not even – I sure will keep you in mind)
- More emails, each time he published an article
- The same invitation to let him know if he could help
Does that sound like his intent was to help me? Or himself? The invitation sounds good. But it loses all meaning when a response is met with silence.
However, I continue to share his articles because they are worth sharing. Call it an effort to practice what I preach. 😉
Forget and Focus
The traditional mindset of networking often feels forced. Even though you know the benefits that come from good networking, your heart is not in it.
If you forget about the mechanics and focus on helping, your heart will follow, too.
How about you? What networking stories would you like to share? Are there any you would like to forget?
Please share your thoughts in Comments.
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Note: This Jun 3, 2024 post updates the original post published September 26, 2016.
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Helping you Keep it simple, clear & uniquely yours
Those are among the (many) folks I remind that my eMail address is not their private repository.
Whether it’s networking or common courtesy, it’s always best to help others. Not at the expense of your own revenue, but up to that point- you bet!
Funny, I think I have those same misinformed marketers at my email address repository, Roy. 😉 Thanks for sharing your thoughts.
Thanks for the mention, Cathy! And you’re so right — I’m doing the absentminded marketing. I forget sometimes I’m doing it. Like Allan, I’ve shifted away from the traditional. Not that traditional won’t work, but that for now, other ways are working better.
I get similar “invitations” and “helpful” stuff from LI. One guy practically begged me to write a guest post for him. When I responded with “Sure. What topic did you have in mind?” I got nothing. Zero.
Even mediocre marketing can be effective if you engage beyond that salesy-note-disguised-as-helpfulness note. It would have taken your contact five seconds to type what you were looking for. You’d still respect him too perhaps.
I think the marketing/networking that doesn’t work for me (and I know you share this particular peeve) is when the notes are too frequent, always asking you to buy one more thing, and coming at you from all angles. I opted out of an email that was one note a DAY (some weeks he’d send only four notes, though). What happened next? I started getting snail mail.
Seriously, I wish there had been an option to tell this guy why I was opting out. I’d have told him even though I think he has great products, he’s way, way, way too pushy.
Thanks for the inspiration, Lori! 😉 And since I also received the same daily emails (in which I ALSO opted out from) AND the subsequent snail mail, I feel your wrath.
You know this brings up another point I hadn’t really thought of before now. That person gave a ton of great information away at no cost. Have you noticed that has all but disappeared? Almost feels like a trap – lure them in with the free stuff – then pound away with the fees and forget the freebies.
As a fellow writer, I have no problem with pitching your services, but when that becomes your only focus, you will lose loyal followers – like this gentleman lost you and me.
Thanks for your insight, Lori.
Nice post, Cathy.
I think some people confuse networking with sales. When well done, the two activities share an end result of boosting business, but selling someone on a product or service is a short-term goal, while networking is a long-term goal of building mutually beneficial relationships.
Well put, Paula! 🙂
I’ve never really understood networking – not as a marketing tactic anyway. I love a good mastermind group where how can I help is what makes it sign.
But, see that’s the thing, Anne. By my definition, like Lori, you already do it, too, by sharing items of interest and promoting others. 🙂
Hmmmm. I thought I was sharing, learning, chatting with folks I respect and like. Am I networking, Cathy?
P.S. So happy that my networking has found you. I appreciate it everyday:)
Very Sincerely, Sue-Ann
By my definition, absolutely, Sue-Ann. 🙂 And I am happy to have found you as well. Thanks, Sue-Ann.
Thanks!
I agree Cathy. We’re more likely to make a good connection with someone when we are just having a conversation. Traditional networking, especially from a newbie, can feel forced and uncomfortable. When you forget what you’re doing, and just engaging with someone, the pressure goes away.
Thanks, Ben. You make an excellent point. In my opinion, it always works when you are just yourself. Thanks for your insight, Ben.