It All Starts With Relationships

Maria Jeancola of Network Fifty-Two defines it so well, I'll just repeat it here: networking is the cultivation of productive relationships for employment or business. Notice that word "cultivation" - it's just as important as "productive".

When networking, you are growing relationships, not hunting for sales. Productive in this regard is more than just the transactions that will involve you. It is also the real connections and friendships that will develop from a relationship with the people you encounter repeatedly. As they get to know, like, and trust you - and you them - they will want to help you get more of what you are looking for.

The First Three Factors:  KLT

All things being equal, I would rather do business with people I know, like, and trust (KLT). And I think you would prefer that as well. At some level, I consider those I know, like, and trust to be my friends, and I prefer to do business with my friends.

People get to know and like you through the interactions they have with you. Conversations where you discuss areas of common interest are the main way humans do this, and there are several simple ways to do this. As Lamar Ratcliffe suggests, simply asking what people do when they are not working (or not networking, or not wherever they are doing when you encounter them) is an excellent icebreaker. If you can find something that interests you about the person you are talking with, and use that as a springboard to something you are both interested in, you have begun the process of getting known and liked.

Trust is different. It has to be demonstrated to be earned. This can be as simple as following up a conversation with the information you said you would send. And it can be as complex as you want to make it... The process of developing trust varies for each of us, and depends on what level of trust needs to be met. If someone merely asks me to trust their opinion on something, that is a lower hurdle than if someone wants me to invest with them.

The Fourth Factor: Remain Top of Mind

Once you have reached a level of KLT, you still need to be remembered when your networking partner encounters someone you'd like them to refer your way. And the way you do this is actually the same way you follow up with potential customers: keep in touch by offering information that is valuable to the other person. The follow up procedures have to meet certain criteria, but the most important ones are (a) they have to be ones you actually DO, and (b) they have to offer value to the person you want to keep a relationship with. That means you need certain information from them, and the best way to get that is to ask them….

About That Information You Wanted…

Speaking of asking questions of your networking partners, there are two broad categories of information you want to get and give in your interactions. They are really quite basic, and it all comes down to how to make the best referrals for each other.

·        Who do you want to be introduced to?

·        How do you want to be introduced to them?

If you can gather that information from your networking partners, and at the same time, educate them about the same, you will have a network on fire!

This is the gist of the networking process. Become known, liked, and trusted; keep the conversation going to remain top of mind; understand who and how to refer, and make those referrals!