Sometimes I’ll hear business owners say that they don’t network any more because it doesn’t work. Maybe this is because they don’t understand the importance of effective global networking, or maybe they just don’t know how networking really works.  Usually, when I hear this, I know that person has committed at least one, and perhaps all three of the cardinal sins of networking.
1. The first cardinal sin of effective global networking is selling. Some of you may think that selling is what networking is all about.  You’d be wrong.  Although networking can be an integral part of the selling process, the two are distinctly different. Have you ever been circulating happily at a networking event (even at one of your own conferences or tradeshows), when suddenly someone has you backed into a corner trying to sell you mutual funds? That’s sin number one.  If you meet someone who seems to be a good prospect for your services, tell the person you have some information they might find useful and would like to meet or speak on the phone later to discuss it. If the person seems open to this, be sure to get their business card and make the call as arranged. That’s the time to go into selling mode.
2. The second cardinal sin of networking is asking for or offering someone a job. Certainly, job hunting is another reason for active networking, but once again it’s only part of the process. If you meet someone who seems a good candidate for a position you need to fill, follow the same process described above. If you begin discussing the job opportunity in detail, neither you nor the other person will have an opportunity to mix and meet others, which is the reason you are there. If your new acquaintance seems to be in a position to offer you a job, this is definitely not the time to begin an in-depth job interview! Again, express your interest in talking later, get the card and make the call.
3. The third cardinal sin of networking is spending time speaking to the wrong people.  I’m referring to the people you came with, or the people you see every day at work. Of course it’s a lot easier to chat with friends than make conversation with strangers, but it’s not networking. I’ve seen many people spend the valuable networking time at conferences with their friends, and then sitting with the same people at the education sessions and again at mealtimes. What a waste of an opportunity!
If you are there to develop business contacts and you spend all the time with your friends, don’t complain later that effective global networking doesn’t work.  It may just be the case that you’re doing it all wrong.