Becoming a Master Networker – Real-Life vs. Social

Articles, Networking

Dependent on a variety of factors, the dynamics of effective networking can substantially change. At the very least, certain behaviors will become more critical based upon these variables including whether we are operating within a small or large group setting, engaging one-on-one, or we are actively networking online.

Let’s start with the finish. Regardless of the setting, your one goal is to always develop one-on-one relationships, in real-life, with the right people. The goal in social networking is to move new relationships to some sort of a real-life status (face-to-face, phone, Skype). There are no exceptions.

Here is another cold hard rule. Relationships, and the benefits of a relationship (referrals and introductions) are earned not given. They are not a right and they are not an entitlement. Treating any sort of a relationship in any different manner is a guaranteed formula for total failure and you will likely develop a reputation that you will not want to have following you around.

With a large group, your two biggest challenges are becoming visible and discovering who you should be attempting to get close to. This can sometimes be a challenge. A chamber of commerce business after hours event might be a great example and, if you are new to that organization, walking into that room could be intimidating. 

Arriving early is the best way to minimize the masses. Now, these kinds of events tend to be cliquey and you will see these groups forming right away. Certainly, barging into the middle of a group during a conversation is bad form and ill-advised. Rather, hang back and determine whether or not you have something to contribute to the conversation and, if not, graciously move on the next gaggle.

Now, I will avoid these kind of settings at all costs. While I am very comfortable being in front of a crowd of any size, I have an inherent fear of being in one. A better route for me (and maybe for you regardless) with a large group is to join a key committee and become active that way. Maybe even the new member welcoming committee (my first choice). You will  have great exposure and you will be the first to meet new folks when they join up.

Smaller groups are certainly more intimate and, for me, less intimidating. They may or may not have committees dependent on size. They will more likely have leadership positions and I would encourage you to step up to the plate on those at the appropriate time. Unlike a large group where it is very easy to go totally unnoticed … in a small group, everything that you do will be fully noticed. 

Your reputation will be quickly established. Arrive early rather than late. Attend as many meetings as possible. Help others before asking for help. Contribute. Your observable behaviors will be the only thing that other members have to go on when they entertain sticking their necks out by referring you to one of their good clients!

In these types of settings it is critical to develop one-on-one relationships with other group members and this means meeting with them outside of the group setting for a hot coffee or a cold drink. Start with your identified power partners (those members who may be calling on the same decision makers and/or industries as you do) and then move on from there. 

This brings us to social networking (Twitter, Facebook, LinkedIn, etc.). Social has several inherent advantages …

  • The reach, the number of folks that you can connect with, is phenomenal
  • Your activity can be conducted at any time and from your desk or mobile devices
  • Search routines will allow you to quickly discover potential networking partners
  • Social is awesome for research and pre-call due diligence

On the other hand …

  • It is CROWDED and it can be VERY difficult to stand out
  • Things move quickly and it is easy to get lost and lost in the crowd
  • It is largely impersonal
  • Attempts to communicate directly can be easily overlooked, purposely ignored, or outright rejected

While social presents a tremendous upside, it is also a sophisticated minefield that must be navigated effectively and we will discuss a few tips to do so in our next article in this series. Until then, good networking!

Craig M. Jamieson

Craig M. Jamieson

Managing Member at Adaptive Business Services
Craig M. Jamieson is a lifelong B2B salesperson, manager, owner, and a networking enthusiast. Adaptive Business Services provides solutions related to the sales professional. We are a Nimble CRM Solution Partner. Craig also conducts training and workshops primarily in social selling and communication skills. Craig is also the author of "The Small Business' Guide to Social CRM", now available on Amazon!
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