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By Stephanie Peckham
 Information
professionals are in a brilliant position to become fantastic
networkers because sharing information is a fundamental element in
'good' networking -- that is, networking that is open, honest and
authentic. My experience (direct and indirect), however, is that they
tend to prefer not to network, certainly not face-to-face, and where
possible definitely not at networking events. And with the
proliferation and popularity of online networks, the need to be
physically 'out there' is diminishing.
Or
is it? My own dislike of, for example, walking into a room full of
tall men in suits means that I tend to sympathise with anyone who
doesn't like networking events. However, I know for sure that they
are missing a trick if they don't turn up and at least let
serendipity have a chance of weaving its magic.
So what's stopping
them? When we ask people why they don't network these are some of the
responses we get:
- Lack
of confidence
- Lack
of practice -- fear of getting it wrong, where to go, getting
started
- How
to work a room -- belief this is the only way to network, fear of
rejection
- Lack
of knowledge -- just in case I am asked something I don't know
- What's
in it for me - benefits, confirmation that it works, ROI
- Junior
vs. senior -- what's my value, worth
- What
to say -- am I going to look and sound silly
- Need
a strategy -- how to do one, need some structure, a process
- What's
my value, worth -- why would anyone want to hear from me?
- Lack
of exposure to a wider group of people
- Staying
authentic -- hate the thought of being superficial
- Lack
of time -- well more mindset, structure and discipline
- Permission
to do it -- fear of rejection
- How
to project myself -- how to sell myself, compare myself, compete
with others
- Just
uncertain about the whole thing -- convince me
- I'm
doing alright so why bother?
Setting
networking goals
For someone to want to overcome these
barriers, start doing something different or differently, there is
usually a trigger -- a change in circumstances -- that brings about
the need for change. Recently the financial climate has been the
catalyst to make people think differently about the need for
networking or how they go about it, whether personally or as a
business. It could be the desire for a promotion or a new opportunity
or a change of career direction. Or it may just be the realisation
that something new and exciting could happen.
At
Smarter Networking our approach is to make networking less nebulous
and more structured. Once people know what they need to do next, they
can get on and do it. First they need to clarify why they are
networking, so 'what do you want your networking to do for you?' is
the first question we ask people. Answers usually include: raise my
profile, get a new job, get a promotion, grow my business, get more
recognition, get elected, change careers. We call this starting with
the end in mind -- it helps keep people focused on why they are
networking, providing motivation.
Once
you know what you want to do, then you can start to clarify who,
therefore, you need to know. This can either be specific individuals
or groups of people. For example, if I wanted to get a job in a
different sector, then knowing people in that sector would be a good
start. Also headhunters that operate in that sector and other groups
of people who have influence there. Then I could look at who I
already know, identify the gaps and priorities and get started on my
networking. Simple?
Online
vs. face to face networking
Take another look at the above
list of things that stop people networking. Whilst not having a
strategy is up there, most of the fears and concerns are to do with
the interaction, the face-to-face and especially the 'working a
room'. Yet in reality this aspect, especially networking events, is
only a small part of networking. The power is in the exchange and
flow of useful information and this is why information professionals
are in a good place to become great networkers.
So
why bother with networking events? Primarily they help achieve the
following:
- Access
new/interesting information
- Access
new/interesting people
- Meet
existing contacts
- Raise
profile
- Keep
you 'front of mind'
- Allow
serendipity to happen.
In
the example scenario of changing sectors, these would be very
powerful. I could get to know people in that sector, appear
knowledgeable by sharing what I find out, become known and recognised
in their networks and may even bump into someone who could give me an
opportunity.
Again,
all of these are do-able online, so why is face-to-face so important?
There has been much written about how on-line networking can achieve
the same depth of relationship/friendship as face-to-face connection.
What is different is the speed with which it can be achieved.
It
takes much longer to build the level of friendship, trust and
understanding on-line that can be achieved in one face-to-face
meeting. Many of us decide very quickly, almost instantly, whether we
trust someone and trust is an important part of networking. After
all, you're not likely to introduce someone to one of your valued
contacts unless you trust them to behave appropriately.
By
showing up at a networking event, whether it's one-to-one over a
coffee or one-to-many at an event, you are showing yourself to be
open, willing and ready to connect and engage with people and share
of yourself. This isn't a numbers game -- it's about quality, not
quantity, and the willingness to share.
Networking
impact
What will make a really big impact is the ability
to obtain, understand and pass on relevant information. But that only
happens later. This is usually how we make an impact on people:
Step
One: immediate impact. Before we've even opened our mouths, this is
the immediate impression -- appearance, 'aura', dress, approach - and
may include our handshake
Step Two: interaction impact. This is
what we say and how we say it, how we listen, how interested and
interesting we are, how we keep a conversation flowing and how we end
it
Step Three: value add impact. How we build the relationship
going forward, how willing we are to be of service to others either
by sharing information or contacts, how good we are at keeping in
touch.
For
information professionals, for those who are curious and interested
in the world around them, whether broadly or in a specialist field,
then Steps Two and Three are in their hands -- it is overcoming fears
or concerns about Step One and getting used to Step Two that need to
be handled.
One
of the best ways to get used to 'turning up' is to make sure the type
of event you attend is the right one for you. If you hate really huge
events, attend smaller ones. Most importantly, go to events that are
of interest to you, whether because of the people who are attending
or the topic being discussed. Do a little research before, take a
friend if you don't want to go alone -- try and eliminate as many of
your 'resistance factors' as possible.
Use
events as an information gathering exercise -- find out about the
people there, what they're interested in (professional and personal),
what they know about the topic, what their challenges are, what's
important to them. The best opening question that I use is 'what
brought you here this evening/today/this morning?'( as yet no-one has
responded with 'a taxi'). Finding out why they're there can help you
handle the focus of the conversation going forward.
That
doesn't mean you don't have to share information about yourself.
Being open with others is one of the great tools of networking --
'appropriate disclosure' we call it. This means being prepared to
talk about all aspects of yourself, whether personal (within reason,
hence 'appropriate') or professional.
The
Info Pro advantage
But here's where the information
professional has the upper hand. As we network, we are always
thinking 'what or who do I know that may be helpful for this person'?
And those who work daily with information are most likely to have
something, if not right then, in the future -- or know where to lay
their hands on it.
Being
of service to those you meet, keeping them in mind and passing useful
information and contacts forward is how you really build and develop
relationships, whether on or off-line. Every piece of information
that comes your way that is shareable ask yourself 'who else would
like to see this' and pass it forward. This isn't about disseminating
junk mail, but really thinking about your contacts, knowing what's
important and interesting to them and sharing what you have. The same
goes for your connections -- who else would like to know this person?
This is what Step Three, value-add impact, is about and is how you
become a great resource and a valuable and trusted connection.
By Stephanie Peckham
Stephanie Peckham is a Director of Smarter Networking Ltd -- a
consultancy specialising in business relationships, delivering
interpersonal and networking expertise, mentoring programmes and
business to business introductions. She designs and delivers many of
Smarter Networking's successful coaching and training programmes across
a wide range of organisations, including the public, private and
not-for-profit sectors. She has a particular interest in all aspects of
diversity and how diverse networks can bring benefits for individuals,
organisations and communities by harnessing innovation, fresh ideas and
different perspectives. Stephanie is a Chartered Fellow of the CIPD and
holds an MSc in HR; she is a qualified performance coach, mediator and
personality profiler.
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