A foolproof guide to networking

Why do you network? We network for two major reasons: 1) to learn about new services that will help clients and our business grow, and 2), to find those really awesome business contacts who will become longtime colleagues that are aligned with our principles for customer service and professional growth. 

In this blog post, we’ve invited a strategist to talk about how to make rainmakers out of everyone on your staff and grow your business while you sleep.

The most important thing about networking is that you match your efforts with what suits you. In other words, if you absolutely dread attending an event, don’t go. Instead, find an activity where you are more comfortable. 

For many of my clients, the most effective networking occurs when they have coffee or lunch meetings with both new and well-acquainted contacts. This is also my favorite form of networking, and I prefer coffee meetings to lunch appointments for three reasons:

1) It is easier to get someone to commit to meeting with you.

2) The informal and non-committal nature of a coffee meeting provides fertile ground for a healthy start to a professional relationship.

3) Meeting for a morning coffee is less burdensome both on the wallet as well as the calendar. 

To maximize your efforts, be sure to prepare for your coffee meetings with the same diligence as you would for a prospective client meeting. And of course, never forget that first impressions are everything — a firm handshake, an offer to pick up the tab and listening with a generous ear are all essential for a successful networking meeting.  

Lastly, I strongly recommend not networking solely with the intention of landing new clients. In my view, this is a myopic approach. The serious practice of networking should be about developing fruitful relationships that lead to the opening of multiple doors (or windows, as it may be). If you combine this approach with discipline, organization and dedication, your networking efforts will yield serious and lasting results.

Wendy Merrill is a strategist who specializes in helping both the sales-allergic as well as seasoned business development pros develop and implement smarter and more efficient business development practices. She can be reached at wendy@strategyhorse.com.