Where Actual Networking Happens
Friday, July 27, 2012 at 8:10AM 
Traditional networking events are great for getting comfortable talking business with strangers and gaining a bit of a toehold in the corporate community.
After that point, they're a waste of time.
By "traditional networking event," I mean the gatherings where you mingle with a random or loosely grouped (usually by age or industry) tangle of people. Or the events for which there are speakers or structured programs that seat you at ten-top tables with an assortment of folks who likewise overpaid for bad meals in hopes of good company. (If you're still in the toehold-gaining category--and we’ve all been there--read my post on navigating these ordeals.)
Why are these events a waste after a certain point? Because the real movers and shakers in business--the people with the highly powered positions and the broad-and-deep connections--aren't there. They don't need to be. And they're who you really want to meet.
I attend typical networking functions only when I'm compelled to go for nonnetworking reasons. (Recent example: I went to an after-work mixer because it highlighted a charity for which I am a board officer.) And I attend occasional invitation-only functions or galas to which an important client or valued contact has invited me--those are sometimes more worthwhile. Otherwise, I pass.
Oh, I'm still networking as diligently as ever. I just network differently these days.
Mainly, I put together my own networking events and make my own networking moments--and I find that's what the real movers and shakers in business are doing, too.
For example, last week one of the most connected people I know hosted a breakfast with a few other well-connected people. I've done similar things: inviting people to lunch, coffee, and drinks who I think should meet--and encouraging them to bring someone they think I should know. I've home-cooked for small-group brunches and dinners. Some people take a foursome to golf. I've maneuvered to get people out of the usual meal-and-chat mode, too (see here).
Also, events that aren't officially networking events are networking events for me. I see weddings, running events (groups, races, teams), volunteering, cocktail parties, and suchlike as ideal chances to build my network. People aren't on their guard in these contexts, and I get a chance to connect with folks who wouldn't bother attending a designated networking event. And I have contacts who network heavily at religious institutions and via kids' sporting teams.
This is where the power networking really happens.
Do tell: How do you network?
Reader Comments (2)
How not to network.
I should preface this by stating that I am not a trained or educated marketing/sales person. I am a converted geographer that by necessity and circumstance got slowed pulled into this side of business. The company I worked for was mainly selling satellite imagery and geographic analysis services.
Back in 1999 the company was rolling out a new product that we could potentially sell to county or city governments. My boss at the time learned through research that the main purchasing body in the region was called HGAC (the Houston Galveston Area Council).
He contacted them and arranged what we called a "Lunch and Learn" at their offices. This would be an opportunity for the potential clients to learn about the latest advances in satellite imagery and types of services possible and of course to suggest our company would be best suited for this. This of course would be baited by the chance to get a free lunch of pizza, deli style snacks, non-alcoholic drinks and of course the chance to get out of the office for a couple hours.
We sent out several RSVP letters to several county judges in the surrounding counties, to the department heads in the city government, to the mayor's office, and of course to all the personnel at HGAC. In total we sent out over fifty invitations.
Things started to go wrong here.
The responses we got back ranged from "not coming" to "sending a junior person to this" to no answer at all. We eventually got about 20 people in total (mostly HGAC people) and to top things off, the director at HGAC invited the owner of a local aerial photography company. In essence he had invited our main competitor to this.
It was not a happy presentation. My boss delivered the lecture in somewhat of a daze. The competitor sat in the front row shooting daggers at us with his eyes and making comments about what advantages his service offered over ours.
At the end of the lecture the competitor left with some of the invitees in tow talking about aerial photography. After it was all said and done we got a few polite inquiries but nothing substantial.
We did however learn a couple of lessons.
Firstly, reach out to your target audience first. We knew no one on that RSVP list and we very arrogantly assumed they would come running for a free slice of pizza. We should have first developed at least two or three good links into the local governments before attempting this.
Secondly, control the venue. Don't let just anyone in. You paid for and organized the event after all.
Read this and laughed out of recognition, William! Ah, the joys of planning the types of sales events you mention. Anyone in sales has been there! They're always harder than you'd ever expect. Especially so, I think, in such a big city like Houston, where there are so many other sales/networking options for people to choose from. Joy joy.