The Power of Networking
A conversation with Anne Baber, co-author, with Lynne Waymon, of "Make Your Contacts Count: Networking Know-How for Business and Career Success," AMACOM Books, 2007 Www.ContactsCount.com
Q: We tend to be so bottom-line oriented. What are the real bottom-line benefits of networking?
A: You can use networking to become the natural and only choice so that opportunities find you. As you network at work, you can assure your access to the most timely information – before it “goes public,” gain expertise, develop a reputation as a “go-to person,” streamline processes that involve several areas, have the resources and connections to handle any assignment, and contribute to the bottom line. It’s hard to imagine anyone, these days, succeeding at work without networking.
Q: While networking sounds like it could be a real benefit, we are all so crunched for time. If we have just an hour a week to spare, what positive steps can professionals take to improve their networking?
A: Almost anyone can find five hours a week (think lunchtime) to network. Use that time to make connections at work, build relationships with other professionals, or keep up with friends. But don’t kid yourself that networking is NOTworking: building relationships has become a professional competency for every employee. We interviewed one woman who simply sat down beside someone she didn’t know every day at lunch. She calls it the “cafeteria method.” Anyone can do it. Check your own organization’s values and imperatives. Most will mention teamwork, collaboration, partnering, inclusion, etc. Those key words are aliases for networking!
Q: Some of us attend professional meetings sporadically and it can be tough to face a room full of strangers and semi-acquaintances. What simple steps can we take to maximize the experience and network?
A: The first few minutes of an encounter are filled with rituals that don’t work, such as exchanging names. Typically, this takes only 5 seconds. Few people (our research says only 3%) can learn a name and make their own name memorable in that tiny bit of time. We share three tips in our book to help you learn a name and three tips to make yours stick. Two of these tips are to repeat someone’s name when she introduces herself to you and say your first name twice when you introduce yourself (It’s the Forrest, Forrest Gump Rule!)
In the second key moment, we answer, “What do you do?” Again, the ritual answers take you away from your goal of having a meaningful conversation. Usually, a person gives his title, occupation, company name, or industry. We teach a two-sentence formula: first, tell one thing you want to be remembered for; second, give a short, vivid example. That way, you can begin to establish your character and competence, the two qualities people want to be sure of before they trust you.
In the third key moment, we select a topic to talk about, yet our research indicates that 85% of people entering a networking event have no information in mind to give and nothing they are looking for. Make an agenda – a list of what you have to give and want to get before an event and come away feeling that going was worthwhile.
Q: We all need help in accomplishing our objectives and yet it is so hard to ask for help. How can networking make it easier to secure information and get the help we need?
A: If you create a relationship before you need something, then asking is easy. All great networking is based on a quirk of human nature. We call it The Reciprocity Principle: If you give somebody something, she will try to give you something back. So, be ready to give first and give freely to build a relationship that assures your contacts will respond quickly to your requests. In our book, we show you how to map your ideal in-house network, then encourage you to rank your contacts. Mark a flourishing contact with E for Enhance, for example, then have a conversation in which you solidify your relationship. We even give you “scripts” for these conversations to Enhance, Start, or Repair workplace relationships.
Q: We often toss business cards; is there a better way to hand them out so folks might give us a call if they need us or refer us business?
A: Most (93%) business cards are trashed by the end of the day they are received. If you direct your conversation to find a reason to exchange cards, you can be sure your contact will keep yours. As you talk, look for commonalities (Do we have a lot in common?), chemistry (Do I really enjoy this person?), and commitments (Have I said I’d follow up?). Then, give your card and ask for your contact’s card. A card swap isn’t a relationship: we estimate that building a working networking relationship takes six to eight meetings.
Q: Sometimes we get the sense that networking is a process of using contacts; how can we network to really create relationships?
A: Our book begins with two essential steps. First survey your mastery of eight networking skill sets; second take a look at your mindset. We find that people have many misconceptions about networking. You’ll need to get rid of that “using people” notion to become a capable and competent networker. The key is believing that networking is teaching about yourself and learning about others so that you BOTH can benefit. Once you understand that, your networking will become professional, not pushy!
Q: Networking is a great way to look for jobs, but I’m no longer in the market. In what ways can networking help me in my job?
A: “We’re all temps here,” said one wise employee! Given outsourcing, off-shoring, mergers, acquisitions, and technology’s relentless advances, anybody who isn’t constantly keeping his “safety net” in place is living dangerously. Some 80% of jobs aren’t advertised and 67% of professionals found their jobs through networking. So, it behooves you to be “Eager to stay; and prepared to go.”
Your ideal network will help you get the job done at work, grow professionally – and give back to your profession; enjoy life and create abundance for yourself; and impact your organization or your world. Who doesn’t need a network like that – for life?
