Networking done right

I know, I know, just by the word ‘networking’, you’re already cringing. So let me say this: If you aren’t leveraging your network to build your personal brand and grow your business, you are overlooking a significant opportunity. Right now, extroverts are doing cartwheels, introverts are throwing up in the bathroom, I get it.  

Networking is a game-changer. There’s no other way around it. Among the many things the  hybrid work world taught us, two things are clear:  

• Our network was critical for support and connection. 

• It’s hard to network from your kitchen-turned-office in your pjs.  

Networking builds valuable connections and drives business growth. It’s remarkable how powerful your network can be when leveraged effectively.  

Delayed Results 

One of the problems I hear from my clients is that networking “didn’t work for them” when they went to an event. Networking is not always an immediate pay-off. A few years ago, my client Jim attended a local business networking event in his city. He was new to the industry and eager to connect with other professionals. At the event, he struck up a conversation with a seasoned entrepreneur who was well-respected in his field. They exchanged contact information and connected on LinkedIn after the event. They kept in touch, exchanging pleasantries, sharing news, and generally networking via email and social media. 

Fast forward a few months, and Jim faced a challenging project that required expertise beyond his capabilities; he was still new and learning the ropes. Remembering his interaction with the entrepreneur, he reached out for advice. To his surprise, not only did his contact offer valuable insights and guidance, he connected Jim with an entirely new network of experts who could assist him with the project. Starting a casual conversation at a networking event brought Jim a valuable professional relationship that continues to benefit him to this day. It didn’t end there. Jim keeps in touch with the entrepreneur and the experts he met, so the relationships are not just one-and-done. Because he had that mindset of “constant connection,” Jim was top-of-mind when new opportunities popped up.  

Paying it forward 

One of the most rewarding things about networking? You have the opportunity to pay it forward and help others along their journey as well. It’s a win-win relationship where everyone can support and uplift each other, leading to mutual growth and success. 

People like to help! They like to share their expertise or help others gain expertise. Most people genuinely want to support others in their success. Even better? That paying-it-forward loop comes back around, and you can help others connect, too. Shift your mindset and embrace the opportunity to learn from the experiences of others.  

Networking is more than asking for favors. It’s tough asking for help. From fear of rejection to not wanting to be a burden, I’ve seen it all. But the truth of it is, I have yet to meet a single person who did not absolutely LOVE helping someone else find success.  

How to build a network 

1. Prioritize networking events and platforms to meet like-minded individuals and industry professionals. Whether it’s attending conferences, joining industry groups on social media (a 24/7/365 networking bonanza!), or participating in local networking events, these opportunities will help expand your network. I have a friend who applied to sit on the urban forestry council in her small town – not because she hopes to meet real live lumberjacks. She knows she will develop connections within the city and get to work on a passion project at the same time.  
2. Focus on building genuine relationships. It’s not just about making contacts for the sake of sales but about creating meaningful connections based on trust (Ahem, you know, Step 3 in Every Job Is a Sales Job). 
3. Ask for referrals (this is step 4). Satisfied clients and connections are often happy to refer you to others in their network, which can lead to new sales opportunities. Likewise, refer your contacts to others. When a client has been referred by you, they are more likely to remember your name next time they can offer a referral to someone else. This doesn’t have to be a high-pressure thing! It can be as easy as saying, “Hey, by the way, if you know anyone who needs help with XYZ, please keep me in mind,” or “I loved working with you, and I’d love to work with more people like you. Please keep my name handy with your contacts.” 
4. Stay in touch regularly! Networking isn’t a one-time and forget-it activity. Follow up with contacts, send personalized messages, and engage on social media. (Would you look at that? Step 5!). Stay on your connections’ radars. Take the time to get to know certain details of their life. I have a friend who will add a person’s birthday to her calendar as soon as she hears it or notices it on social media. Then, she’ll send a card through the mail each year. Is it time-consuming? Yes. But it has also proven to be a valuable tool in connection. 

Connections, partnerships and relationships 

Networking opens doors to new opportunities and partnerships. It allows you to tap into a pool of potential clients, referrals, and resources you might not have access to otherwise. 

Building relationships through networking also leads to repeat business and referrals. When clients trust and value your services, they’re more likely to recommend you to others, creating a cycle of growth. Partnering with other businesses or professionals in your network for joint ventures or cross-promotions can expand your reach and attract new clients.  

Networking isn’t just a powerful sales tool; it’s a life skill. By building genuine relationships, tapping into new opportunities, and leveraging your network through regular communication, referrals and collaborations, you can unlock immense potential for success.