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Just like in real life, it is important to remember that in networking you should give before expecting to receive anything. This is a very simple notion that is completely ignored by Jeff, Mr. "I just got a great deal on 23,000 business cards and I must hand out as many as I can", whom we met in our last article. When Jeff gives out a business card, pitches his company and moves on to the next person at the meeting, he fully expects to receive business and referrals from people to whom he gave his card. Then he is disappointed when this doesn't happen. Jeff has been disappointed a lot lately.
Exactly the same thing happens during online networking. Time and time again we run into people online, who tell us how great their business is, urge us to visit their web site to buy products or services from them and to sign up for their newsletter. Then, they move on to the next online victim, without offering anything in return. A few months later new online blog entries sprout proclaiming that online networking is worthless and can't possibly work for anybody under any circumstances.
These people have mastered the "take" part of the equation. However, networking is about give and take, with a significant emphasis on the "give" part. Who would you remember better after networking online?
- Caroline the Graphics Designer, e-mailed you after reading your message to a networking organization, where you requested referrals for a database programmer. She introduced herself, and told you that she told a database programmer with whom she works on a regular basis about your upcoming project. Then the next day the programmer got in touch with you, and helped you solve the problem with which you have been fighting for the past several weeks, all at a very reasonable price.
OR
- Alice the Graphics Designer, e-mailed you after reading your message to a networking organization, where you requested referrals for a database programmer. She introduced herself and her business, asked you to keep her in mind for future projects, and offered you a discount on designing your company's logo. Incidentally, you've been in business for ten years and don't subscribe to the logo-of-the-month theory.
Alice's message was self-serving. She mentioned herself and her company, but failed to address your current need. Worse, she tried to push services in which you had no interest at the moment. Caroline, on the other hand, connected you with a programmer, and solved your immediate problem.
When someone else needs a graphics designer chances are that you will contact Caroline rather than Alice. The only thing you remember about Alice is that she was annoying and pushy. Caroline, on the other hand, was courteous and helpful. Her name pops into your head any time someone is looking for graphics design services.
So how do you create win-win relationships online? Here are a few steps to follow to start a meaningful networking relationship:
The next time you are networking, approach it from the "how can I help you?" perspective, rather than from the "what's in it for me?" perspective. Caroline received seven new referrals because she offered help first, without asking for anything in return.
Connect people and offer advice freely. It won't cost you anything, but you will provide something of value to your business partners.
Creating win-win situations is very important in networking. All business people would like to network with someone who provides them with value by introducing them to potential customers, strategic partners, etc. Make sure you are that person. When you help people connect, they will remember you. Then the next time they or someone they network with need someone with your expertise, guess who they're gonna call? If you answered "ghostbusters", try reading this article again.
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