The Power of Networking: Networking Defined

by David M. Block and Victoria Munro

Just this week I was asked which aspect of the Make-it-Fly™ business I enjoy the most. Without hesitation I said, "networking!" I'm often introduced as a "Master Networker." Networking is simply something I love to do! I'm passionate about it, and for some very good reasons: I find it fun, exciting and spiritually uplifting.

I realize though that some people simply don't enjoy mingling with a crowd of strangers. It takes them out of their comfort zone; it's challenging and perhaps intimidating. However, there are some major advantages to overcoming this impasse, especially if you"re an entrepreneur, or a business owner wanting to grow your enterprise. Without significant capital allotted for advertising, marketing and public relations, networking can be a most affordable and effective way to spread the word about what you offer.

Sometimes it helps to make a slight paradigm shift. I recently talked with a client who frequently declares that he, "just hates networking!" Consequently, this has become his reality. With a minor attitude adjustment – being willing to consider networking from a different perspective – I"m convinced that networking can become a much less daunting prospect, perhaps even fun! And, grow his business in the process.

First, let me dispel some misconceptions about networking.

Networking is not:

• Attempting to sell your products or services the first time you meet someone

• Handing your business card to someone who has not asked for it

• Being so eager to gain new clients or customers that you convey an attitude of desperation

• Focusing all your thoughts and attention on yourself and how you can get more business that day

• "Wearing a mask" - pretending to be someone you're not.

Develop a Successful Networking Attitude:

Understand that it's NOT all about you! It's about helping other people to become successful as you share your gifts, talents, abilities and experiences. I don't believe that we were ever intended to do this life, or our businesses, alone. Our Creator gave each of us different strengths, skills, and areas of expertise to be shared with others, not to hoard for ourselves. We grow stronger and faster when we help others to achieve their goals. (This is a core concept of the Make-it-Fly™ philosophy.) It brings me immense joy and fulfillment to help others, and networking affords splendid opportunities to achieve this.

Networking is essentially developing relationships and making friends. People usually want to do business with people they know, trust and have a relationship with. I'm unlikely to buy from or use the products or services of someone who simply sticks a card in my hand and says, "If you need my products or services, come see me." It's arrogant to suppose that by giving my card to someone, he or she will automatically choose to do business with me. Successful business is all about building relationships!

A client recently called us asking who we'd recommend for a particular need they had – I mentioned several names. One of these providers I thought would relate especially well with them and be the ideal resource – "No, they're on the other side of the city, and I want to find someone closer," was their response. However, at a networking event a few days later I introduced them – they got to know each other and now have a win-win business relationship. Distance was no longer important. Simply showing up and making friends made all the difference!

Networking is also making the effort to attend events on a consistent basis - becoming visible in the community. The greater your visibility and the more widely known you become, the more you'll learn about the needs of others and how you can help them. By increasing your awareness of the needs of your fellow business owners, you'll be able to connect them with each other – helping them and building stronger relationships. This will set you apart as a genuine and caring person.

Networking is the art of identifying people with whom you might have a connection, whether they are potential friends or power partners, and starting in motion the process of getting to know them. As you network, be looking for people whom you feel could become both friends and potential power partners, those who do business with clients you can help. This takes a commitment of time and energy, setting up times to meet with them one-on-one. When you meet, always be sensitive to their needs and feelings – don't focus on selling them what you have to offer. A friend told me of an experience she had last week when someone she met at the networking meeting invited her to lunch. The conversation was a one-sided hard sell, pressuring her to sign up for his services. She had anticipated a mutual discussion – learning about each other’s businesses - and felt deceived. This person missed an opportunity to begin building a great relationship by focusing on his own needs instead of asking questions and listening to how he could potentially help my friend.

Once you truly appreciate what Networking is and is not, you are ready to start enjoying and benefiting from the process!

Enjoy your networking! Let us know what you've learned and how it is working for you. We'd love to hear from you!