Networking’s Biggest Lie

By Keith Woolgar

There is absolutely no doubt that face-to-face networking is one of the most, if not the most effective ways to promote yourself, your cause or your small business.  It is a fact.

As a rule, networking costs less than traditional advertising, and ties you personally to your business, right in front of your clients or potential clients.  Bring your schedule to an event, book and appointment on the spot!  Hours of cold calling and target marketing; stand aside!  Who would not rather meet their clients and potential clients in an informal, comfortable, non-confrontational environment like a networking event or via a networking group?

Go figure!  Why else would there be countless networking breakfast meetings, networking happy hours, speed networking events (you name it) and more popping up all the time?

Gone are the days of being limited to joining chambers of commerce and other service organizations, because now you can meet, greet and glad hand fellow net workers around the clock, seven day a week if you want to.  Imagine, BNI and LeTip are networking brand names comprised of thousands of networkers alone…it’s a networking world, folks!  Now, with the newer “online venues” like Facebook, networking has gone viral as housewives, Realtors, cake bakers and Fortune 500 companies network via the new “social media”, which was not even a common term only 3 short years ago.  We as a society network, network, network!

The lie is that “networking” works.  The truth is , that attending networking events, joining the groups, being on Facebook, etc. does not work whatsoever as a stand alone activity to closing sales or doing business.  Yes, it takes more…

Have you ever come back from a networking event with a pocketful of business cards with no resulting business? Like, zero?  Yes, you have.  Did you ever quit a networking group because “it didn’t work”?  Yes you did.

Fact is, the churn rate (old members dropping out being replaced by new members) can be up to 50% annually in a given networking organization.  Half dropping out, being replaced by new, enthusiastic newbies, who will in turn drop out after a lame attempt at making networking work for them.

Why is that?

I have two words for you.  Two words that can make you a master networker, the best in your group, in your business and in your town!  The two words are “follow up”.  Almost nobody follows up with the contacts they make, and this probably means you.

Literally thousands of business cards find their way into the pockets of net workers every day, never to be called, mailed, emailed or otherwise used again.

Here is the million dollar script that you can use to be one of the winners in the networking game.  Use these words as you pick up the phone after a networking event and you will not only recoup your investment in networking, but also open doors into worlds, and networks, you never new existed!

“Hello, _____?

I met you Thursday at the networking breakfast, remember me?

______, I make it a habit to call ALL of the contacts I make when I attend a networking event, within 48 hours of getting their business card.  That way, we can talk outside the busy environment of the networking event, and see if there is a match between your goals and what I do, and vice versa.  Does that make sense?”

From there, conversations and relationships either stop dead, or grow into the beautiful flower of a relationship, a product of the seeds you planted by taking the time and making the investment in networking.

Successful networking requires habitual follow up and will provide you more than you ever dreamed if you take a moment to pick up the phone and read the lines above. If you don’t plan to follow up, save your time and money and stay home.  Don’t believe the lie!

Keith Wolgar is a Realtor with Century 21 Award in San Diego, CA. His extensive networking experience comes from years of being the ‘go to guy’ for membership at the San Diego Chamber of Commerce. Keith likes long walks on the beach, puppies and listing houses. Please visit Keith’s website and see his special yellow bus that sells houses. (Just kidding Keith… We love you!)