by Rick Baker
on Feb 03, 2008
Most business people would agree networking can be defined as 'two parties sharing information'. But in many cases, that broadly-defined starting point is our only point of agreement. People may agree on that definition while they disagree on why they are networking. If two people attempting to network do not share the same motives then their networking efforts can cause frustration and wasted time.
Why do we network?
Overall, we network to share information. But... 'Why?'
- Do we desire to: Give information? Receive it? Both?
- Do we expect commercial/business results? If so, when?
Our motives for networking dictate our behaviour during networking. And, our motives for networking cover a broad spectrum.
At one extreme, we have people who expect networking to provide immediate commercial results. Using Malcolm Gladwell's 'model', such a networker might seek out a Connector and ask a blunt question like, “Can you connect me to someone who wants to buy my widgets?” If I understand Malcolm Gladwell accurately then such an approach can work, because Connectors are special folks who get their kicks making these connections.
Many networkers would be shocked and annoyed by a direct commercial assault such as the one just described. For these people, networking is not the place for direct, commercial activity. It is not the place for sales spiels. Rather, they see networking as a way to get to know people by listening and learning… building enduring relationships. For others, networking – even if it is done at a business-networking event – must never be commercial. Their only networking goal is to learn personal information, first-hand.
Closing Thought: To maximize the value of networking, we need to understand the 'Why?' behind the networking... some more thoughts at next issue.