The BIG Mistake That Means Networking Doesn’t Work

Andy Lopata asked me recently to write an article on the mistakes that people make in business networking. This article is now published in Andy's newsletter at Fresh Business Thinking. As I researched the topic with my network and reflected on my experiences I realised there was one BIG mistake.

Business people often turn to networking at different times. Start ups will often network like crazy early on and established businesses will often start when traditional routes to market dry up. The thing they very often have in common is the idea that networking is the answer to their problem. This first and BIG mistake that many people make is they dive headlong into the activity of networking with a complete misunderstanding of what networking really is.

This activity often involves looking for opportunities to ‘network’ with lots of people. They attend group meetings (once) swapping business cards with everyone they can, broadcasting their message, chasing immediate transactions and moving on. They join online networks, put together a profile and broadcast some more. After a while this doesn’t work and many conclude that networking doesn’t work.

Some think they may need to do something differently and they may get some training into how to work the room and how to craft the perfect elevator pitch. They do the rounds again and wait for the avalanche of new clients to contact them by email, phone, twitter, linkedin, facebook et al. Again this doesn’t work and a few more conclude that networking doesn’t work.

It doesn’t have to be that way! There are plenty of networking groups out there with experienced business people that will help you avoid the mistakes and make sure networking does work for you and your business. For 10 tips on learning from the mistakes others have made go the to full article on The BIG Mistake That Means Networking Doesn’t Work.

Good Networking!
Dave Clarke