Tiddlers, Martini and Networking / 10th Nov 2008

In his book "The Jelly Effect", Andy Bounds suggests that networking is a bit like going fishing. As you cast your net you'll find big fish (potential clients or suppliers) tiddlers (people who can provide you with referrals) and old boots (people who are no use to you at all). Your aim at any networking event should be to arrange a coffee with your big fish. This is a good analogy for networking events and trying to arrange a coffee with your big fish is an excellent goal. However, I see effective networking as a long term business strategy, a process not an event!

I prefer a "Martini" approach to networking- "any time, any place, anywhere" as the old television ad used to say. Or as my old granny would say, when she was at the mirror putting on her lippy before leaving the house, 'You never know who you might meet and who they know'. When you choose to network you make an investment in both time and money. Effective networkers have a clear plan of their networking activities.

If you don't have a networking strategy by now then it's time to get one. Here are some questions for your reflection:

• How much time can you devote to networking?
• How much money can you spend on it? You have a budget for most business expenditure why not networking?
• What networks suit you? Industry specific or more general business events, face to face events or online networks?
• What time of day suits you? Don't just consider your working day commitments, listen to your body clock on this one too. You'll hardly make a good impression if you're not at your best.
• Who or what are you looking for? Clients, suppliers, similar or complementary businesses with whom to build strategic alliances.
• Do you need to become more effective? Perhaps some training or coaching is required to help fine tune your skills?

by Anne McGhee in the category of Networking

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