Why I've Shifted My Focus from Mostly Networking to Building Relationships

Why I’ve Changed My Focus to

 Building Relationship!

What Networking has Meant to Me

To me, networking is reaching out to people, B2B and B2C so they become aware of my existence. Why? Because no one will patronize my business if they are not aware of its existence.

My Networking Experience

So, I began networking, with business cards in-hand, so people could discover my company’s obvious value. 

I quickly learned that there are many, many varied networking styles and group techniques. Some groups occur weekly. Other groups have scheduled presentations or, focus on a ‘speed dating’ format. Some networking groups are free while others charge a fee. Some have a defined membership theme while others are open to the public. Of course, this is just a sampling of networking groups and styles.

Why I Think Networking is Important

I’ve found the core theme of most groups is to enhance people-people connectivity, designed to provide a competitive advantage in their industry. 

Yes, I understand the philosophy and, appreciate the value of networking. However, I (too) often have found myself going to networking events, cards in-hand, with the primary intent to gain new clients. I’d accommodate their ‘pitch’ long enough for the opportunity to share my ‘pitch’. 

I’ve often watched in awe those networkers who avidly networked by the clock. If no clear commitment to ‘close’ within 2 minutes (much like the speed-dating format), they quickly move on to the next potential client. Although I respect those who adhere to the volume-based connection, As an introvert, I’ve never been artful with this technique.

Why I’ve Converted from Networking to Building Relationships

However, a recent One-One meeting has accelerated my evolving approach to networking. It really is about building relationships, instead of just grabbing for the ‘sale’.

Here’s my story

I recently decided to reach out to a business owner that I’d crossed paths with at several networking events. Eventually, we began acknowledging each other with eye contact and an occasional verbal encounter. I never considered her as any mutual value because her business is in cosmetics (after all, I am a guy).

However, our brief engagements were always pleasant and professional and, she clearly had a sharp mind. I decided to request an Eye-Eye, adhering to the principal that the purpose of networking is to build relationships. I attended this meeting without any intention to make a ‘sale’ or avoiding the risk of being ‘sold’.

Because my sole expectation was to build a new relationship, the entire encounter turned out to be a novel and enriching experience.

Relationships Designed to Build Value

Too often I’ve experienced the other networking contact telling to meet near their office, regardless of how far apart we might be based, while also designating a day and time to meet. Clearly, I’ve been slotted to maximize their efficiency. Efficient for them as they’ve apparently decided that their time/effort was much more valuable than mine. 

However, (I’ll call her) Sue and I spent much of our pre-meeting dialogue trying to accommodate the time-value of each other, regarding our location, day and time. At our actual meeting, we were focused on learning about each other, our journey, our mission and our projections. Our talk was anything but about our business. Again, I’m a guy and cosmetics talk just doesn’t grab me.

Our conversation was engaging and expansive as we learned more about each other. The most amazing part was our realization that we shared almost identical values of service, quality and work ethic. We decided to enter into a mutual business venture that will likely provide us a significant advantage in the designated market.

My New Focus– It’s all about Building Relationships!

Joseph Wesley

JNL Creative Tours LLC

www.jnlcreativetours.com

Once Your Brand-Value is Clear,

The Sale is Done!