Modern Networking - a Whole New World of Opportunities to Connect

by Gina Blitstein

Networking… we all need to do it but it’s the rare entrepreneur who can say they relish this necessary evil. Some of the reasons that networking is a less-than-favorite activity include:

• it takes us out of our comfort zone
• the time and energy it takes doesn’t have an apparent ROI
• it can feel inauthentic and "salesy"

The good news is, it doesn’t have to check any of those boxes any more. Traditional networking (glad handing everyone in a stuffy conference room, having superficial conversations waiting for an opportune moment to weave something about your business into the discussion, leaving with a pocket full of business cards from people you already don’t remember) is - thankfully - giving way to more interesting and effective methods.

Networking is evolving into a far more social, interactive activity that depending upon your choices, can even be fun (or at least enjoyable). To freshen up your networking game, it’s best to adopt the right frame of mind; the key is to take networking by the horns and own the opportunity to be known for your awesome business. Some ways to step up your networking game are:

Perfect your patter - Hesitation, stammering or searching for words muddles your message. Practice talking about what you do so it rolls naturally off your tongue and so you’re not at a loss for words talking about what you do and how you work with customers.

Don’t overlook your "low-hanging fruit" - You needn’t go to Chamber of Commerce meetings or join an online networking group to market when you’re starting to network in earnest. Remember, your friends, family and colleagues are all people who should know about what you do so they can help spread the word on your behalf. They all have friends, family, colleagues, hair stylists, insurance agents, and pediatricians of their own - let the ripple effect begin!

Present one particular element of what your business does, rather than an overview - It makes for a more compelling conversation when you talk about a specific problem your company can solve or a pain it can soothe.

Determine your ideal target - and speak specifically to them - It’s said that if you’re talking to everyone, you’re not talking to anyone. Better that you attract a handful of highly-appropriate leads with nail-on-the-head specificity than to attract no one because you were not addressing their needs directly.

Be natural and let your personality come through - Another apt phrase is, "Be yourself. Everyone else is already taken." Fortunately, there is less formality in modern networking so letting your personality shine through (professionally, of course) is appropriate and moreover, appreciated. First of all, it’s easier to feel comfortable in a situation when you aren’t role playing. To present your genuine self is humanizing, it will help people trust you and ultimately make you more memorable.

Remember that good commerce is service - People appreciate generosity of spirit. Go into the networking opportunity with an attitude of "What can I do for these folks?" rather than, "What can they do for me?" The authenticity that emanates from someone in a selfless mindset is powerful, attractive and highly motivating.

Network, rinse, repeat - Networking isn’t a one and done prospect - but it doesn’t always have to look the same. Make it a habit to network anywhere and everywhere. If it’s natural enough, it won’t seem like networking - just enthusiastically sharing with others about your business and the people you’re happy to serve.

Cast a wide net - While your pitch may be specific, the types of people you want to reach could be anywhere. Eventually your inner circle will be saturated with your message - so don’t be shy about reaching out to an ever widening circle of acquaintances seeking opportunities to serve and become connected to their networks.

Mix it up to find your comfort zone - and learn what’s most effective for you - Don’t limit yourself to just online or in-person; speaking engagement or fun run. Form a group of your own and invite people you’d like to connect - and be connected with. Host a charity event. Visit places your ideal network frequents. Volunteer your expertise at an organization or school. Attend a reunion or club meeting. The world is now your wide-open networking event!

Collect contact info so you can follow up and stay in touch - This part is still critical, even in the modern networking landscape. Make certain you have a way to get and stay in contact with those in your network so you can nurture, refer and continue to inform them about your business.

Networking - it has the same goal as ever but now there are so many different ways to execute a successful plan to connect with other businesses and potential clients!

What networking challenge are you now ready to take on?