How to network

Jessica Werb | Image: Mark Atomos Pilon | Published: May 01, 2007 Need to Know

It’s a mantra you hear everywhere in business: you need to network. But mind-numbing cocktail-party chatter or geeky speed-networking events are enough to turn anyone off for good. When done well, however, networking can put your career in overdrive and open up possibilities you didn’t even know were there. The trick is to follow some simple rules of thumb.

Don’t be desperate
There’s no bigger turn-off than the feeling of being used. Catherine Ducharme, president of Ducharme Communications, observes that “people sometimes treat networking like a tap that they turn on and off.” If you only turn it on when you need something, you end up having to ask strangers for favours, which isn’t likely to work too well. Start attending industry events; next time you need a helping hand, you may be glad you did.

Give and receive
Networking, stresses Ducharme, is a give-and-take endeavour. You can’t expect to ask people for favours such as introductions and business contacts without offering anything in return. Approach each new contact with the attitude of “what can I do for this person?” Something as small as ¬referring an article you just read or suggesting a good restaurant can go a long way to creating a solid base for a relationship.
And when you do something for them, they’ll be more willing to do something in return.

Instigate
Everyone hates attending an event where they don’t know anyone and can’t get in on any conversations. So be the instigator, suggests Rezac. Arrive early so you can introduce yourself as guests come in, and then take on the role of introducing them to one another. If you see someone being shut out of a group, make an effort to initiate conversation with them. At a seminar or lecture, get up and ask questions afterward, being sure to introduce yourself. You’ll stick in people’s minds as a confident, outgoing person.

Diversity rules
Networking isn’t just about mingling with people who do the same thing you do. Colleagues can be great for contacts and references, but if you want to attract customers or clients, try mingling with a variety of people, recommends Vancouver Board of Trade managing director Darcy Rezac. In his book The Frog and Prince, Rezac notes volunteering or getting involved in local clubs can rapidly expand your reach. Guest speaking at functions will also boost your community profile.

Be selective
In the new online world of Web 2.0, it’s easy to make connections through sites such as linkedin.com. But, says Ean Jackson, president of Analytics Marketing Inc., those connections mean nothing unless they have some value. Before you start madly linking to as many people as you can, consider whether you have anything to offer one another. In the real world, after

you attend a party or event, go through the business cards you’ve collected and realistically assess how important that person will be to you. Then, start developing a relationship with those who make the cut.