Consultant Marketing Networking is Alive!
Last night as I was about to log off for the night, I came across a question and comments on networking on a site on which I sometimes comment. The question was:
“Are you networking in the face of the new decade?”
The question explanation was: ‘The world of networking is rapidly changing with the introduction of a younger, tech-based workforce. We have noticed that face to face networking is not getting us in front of the people we would like to be connected with. How are you approaching your networking strategy in the new decade?”
The French say,
“Plus ça Change, Plus C'est La Même Chose”
That means, “The more things change the more they stay the same.”
Since I launched my practice in 1990, I’ve studied, used, and spoken on the power of networking in building a business. I’ve gone as far as to say,
“Every business begins with networking. Every Business.”
Jerry Fletcher
I try to stay up to date so I looked at the comments that answered this query with interest in both the support and the dissent. I looked at the remarks from both a critical and a statistical viewpoint.
There were 23 responses. Seven said that networking didn’t work for them. Of these, 3 noted that the nature of their business meant their prospects were geographically too far away to meet in person. The remaining 5 nay-sayers are best characterized by this comment:
“Networking with other business owners has never been a really effective way of drumming up business in multiple decades, not just this one.”
Nay sayer
On the other side of the equation those who looked on networking positively can best be summed up by this remark:
“In business networking, if you lead with giving value and building meaningful relationships, gaining new business is a simple result of it.”
Pro Networking
Relational vs Transactional
One of the things I learned about networking is that the attitude you take into it dictates how successful you can be. There are two kinds of networkers, Relational and Transactional. The difference is that a relational networker is intent on establishing a relationship with the people they meet, not immediately selling them something. They ‘pay it forward.” whereas the transaction oriented are all about quid pro quo.
A millennial problem.
Although there are people in all age brackets that find networking difficult it is predominant among millennials. This YouTube video of an interview with Simon Sinek details in part why they are so addicted to their devices and can’t connect in networking situations.
It is all about Trust.
As my friend Michael told me after we discovered we had the same fortune cookie message:
“What you know matters. Who you know is really important. But the single most important thing about building a business is who trusts you.”
Michael
Michael was right but it took me some time to realize that Trust must be in three relationships:
1. You must Trust yourself. Those Millenials are resorting to social media for approval. They are addicted to the positive response simple looking at the phone gives them.
Recommendation: Leave the phone in the car at your next networking meeting. Concentrate on finding out how you can help the people you meet.
2. You got to Trust your co-workers. I don’t care if you own the company or a cog in the depths of the machinery unless and until you develop a solid relationship with the folks you work with everything will be a cause for concern.
Recommendation: Even if you are a solo, there are people you connect with on a regular basis, (your computer tech, printer, artist, copywriter, etc.). Get to know them. Open up to them about your business, clients hobbies, past-times. Discover what you have in common and show genuine interest in their views. I guarantee that your needs will get priority. But you must return the favor.
3. You need to Trust your customers/clients A relationship built on Trust with a client will return rewards well beyond the contracted engagement. Clients tend to extend engagements with consultants they trust. One of mine has been with me since 1993, another for the last 7 years. Both have introduced me to new clients over time.
Recommendation: Stop thinking about a client as a contract for a specific problem and more as a friend you are going to help with this concern and whatever else crops up. Plan on a way to meet regularly even when this engagement ends. Stay involved in their business and their life.
And so it goes
____________________________________________________________________________________________________________________
His consulting practice, founded in 1990, is known for on and off-line Trust-based Consultant Marketing and Brand development advice that builds businesses, careers and lives of joy.
Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com
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Comments
Jerry Fletcher
4 years ago #4
Jerry Fletcher
4 years ago #3
Kevin, Yes. That is what it all comes down to.
Jerry Fletcher
4 years ago #2
Dr. Ali, I appreciate your constance our perception and your endorsement. Thank you.
Ali Anani
4 years ago #1