Merge

Networking has always been a "marketing" strategy of Merge and we've realized some results from our networking efforts. Recently, two different small companies approached me and asked for my advice on networking. Here's the collective advice I provided on networking:

1. Networking is not selling. I never go to a networking event looking to make a sale. Network to build relationships--whether it's a new or current relationship.
2. Network with Purpose. Have a plan before you go and know what you want to come out of the event with (two new contacts, meet a specific person, etc.)
3. All Networking Opportunities are Not Created Equal. Who are you trying to reach? There are definitely different levels of networking groups. Some are simply lead groups ("Hey, so and so would be good to call"), there are referral groups ("I'll send an introduction email for you") and then there are networking groups where the main purpose is not for leads or referrals, but nonetheless they happen. Think Rotary, the Chamber, etc. In my opinion, those are the best kind.
4. Don't Network. Serve. I no longer go to Lead or Referral groups. To me, they tend to have a hint of desperation--sort of like a dating service. They are usually full of salespeople and not the level of person I would like to meet (no offense of course). However, they are a great forum for you to practice your elevator pitch and to get used to meeting new people, how to give and receive referrals, etc. So do them for a short time. What works best is to join a committee, a Board or a service organization. My best "networking" comes out of serving along side somebody, getting to know them, sharing a common cause and then low and behold you end up doing business together, you refer clients to one another and before you know it, you not only have a good referral source, you usually also have a new friend.
5. Think Long Term. Real networking takes a good two plus years. When I moved to Greenville, I pretty much planned on it taking two years before my network was developed (to a reasonable level). Many times, people try networking for 3 - 4 months, don't see any results and then quit. Developing a network is a long term strategy and it pays off in the long term too.

Bottom Line: The best networking is when it's not solely for "networking" but building relationships by serving with your peers. Don't expect sales, expect relationships, invest in those relationships and the byproduct will be more business.