Madison Who’s Who Blog

Whether you are sole proprietor, a small start up, a locally grown business or an international conglomerate, effective global networking forms a backdrop to and is an essential component of a prospering business. The sole proprietor of a decade ago, or even five years ago, when initially setting up his business model probably didn’t think in terms of effective global networking. Prior to today’s technological and telecommunications cornucopia, effective global networking was the concern of the internationals or the rare local business who had commerce outside of the country. Effective global networking has also totally transformed the expat experience with families undertaking international assignments now able to arrange schools, search for staff and familiarize themselves with more ease to their new host country. Effective global networking allows for that same family to keep consistent communications with friends and family in their home countries. Effective global networking is as integral to the continuity and free flow of commerce today as was the telephone and telegraph one century ago.

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. 

The internet has put effective global marketing at your fingertips.  With numerous networking and social marketing websites available how do you choose one that meets your needs?  Here are some things to consider:

- Choose a networking group that’s relevant to your line of business.  To have an effective global marketing strategy, you must be involved with groups who are interested in what you have to offer.  Choose those groups who share an interest in your business.

- Consider your target audience.  Your target audience can vary greatly depending on what your business offers.  Consider those who will be interested in your products or services.  Who are they? What are their likes?  Where do they like to hang out?  Answering these questions can help you network with members of your target audience.

- Introductions come first.  Never launch into a sales pitch right away. This tends to turn people off. Sometimes we get so excited about sharing our business that we forget one key fact. Networking is about establishing relationships first and making sales later.

Finding effective global networking groups not only helps extend your reach to new customers.  It can also be fun. Imagine that, work that is actually enjoyable!

Many partners in a small start-up company have planned on only networking locally in years past, but small businesses today have to plan for an effective global networking strategy as well.  Are your products or services marketable overseas and at what juncture do you envision expanding globally?  Is your service executable via an effective global network and what are the implications for your business if you deal on an international level?

Businesses a decade ago, or even five years ago probably didn’t think in terms of effective global networking.  Prior to today’s technological and telecommunications capabilities, effective global networking was the concern of the internationals or the rare local business that had commerce outside of the country

To those who make the cyber world their own, networking globally is almost standard practice.  The web designer might live in England, but be designing a site for a Florida business while the content for the site is being written by someone in Canada.  Because of the possibilities of effective global networking, it is possible for these three parties never to meet in person and yet execute a complete and successful project.