Networking - The Benefits of Being Connected
Professional networking can be a daunting activity for many or it may appear to have little return on investment for you or your business. These are both possibilities, but grave misconceptions about what can actually be achieved through effective networking.
I was thrust unwittingly into my first professional networking experience as a very naïve eighteen year old. I had just received a promotion from receptionist to Export Manager for one of New Zealand’s iconic manufacturing brands at the time (the previous one disappeared overnight, so I was it).
Under instruction from the Managing Director, I fronted up to the Christchurch Casino for a function hosted by a large American shipping company. It was the first of many such lavish affairs that I would attend in that role.
It was a daunting experience.
First, I was under age, so I was (embarrassingly) there under the guardianship of my marine freight host. Second, I was the only female in the room. Third, I was the only one under the age of 40 and not wearing the standard issue charcoal business suite. The final blow was that we were brought there to gamble (again, under age).
It was my first experience of what you could call the ‘old boys club’.
It was obvious that my presence was somewhat of a novelty, if not a joke. I was mistaken several times during the afternoon for being the shipping company receptionist; no doubt due to my age and gender.
Yes, people stared and talked about me and no, no one came up to speak to me.
Thankfully, I represented big business, which meant that at least some of the people in the room had to be nice to me, eventually.
My manager’s instructions rang in my ears. I was to find out who was there, establish relationships with people who were important to the company (ie bankers, shipping managers, freight forwarders, customs officials and the like), exchange business cards and become friends for life. Further, I was to figure out how to run the exporting side of the business, because there were no notes left by my predecessor (no pressure).
I knew that I couldn’t go back empty handed, so I started to work the room. I did my best impression of a grown-up and politely introduced myself into the various cliques that had formed tightly around the room.
It was an experience that I will never forget; a crash-course in the art of networking in a somewhat hostile environment. I did, in fact, develop excellent relationships and went on to work closely with many of them to improve the supply chain process that we were operating within.
In the eighteen years since that event, I have learned many lessons about establishing and maintaining professional networks for myself and my clients. It’s become a specialty area for me, with my stakeholder relationship strategies used to develop business opportunities, social media and stakeholder engagement.
Drop me into a new job (or even town) with a mission and within a couple of weeks I will be on familiar terms with all the people who are interested in what I have to offer. Likewise, I’ll know exactly what looks like an opportunity for them also.
Establishing and leveraging relationship networks is a strategic business activity – and it can also be a lot of fun. Everyone has a different story and is happy to tell you. You’ll discover interesting facts, opportunities and may even create a life long friendship.
Because I entered the casino that day with a very clear list of goals that I needed to achieve, it gave me purpose and incentive to overcome the insecurities and hesitations that can often overwhelm us with the thought of networking.
Professional networking is a legitimate and often expected way of doing business and progressing your career development. You can also control the level to which you are willing to engage and the environment in which it takes place.
My favourite aspect of effective networks in place is that you almost always get the jump on your competitors. You will often have opportunities presented to you that, if you accept, will never make it into the wider marketplace – where your competition waits. This could be in the form of a new project, a new job, a new deal or even a new client.
Effective professional networks can be one of the most cost-effective ways to mitigate risk for you and your business. You will hear about trends and issues as they approach, allowing you enough time to develop them into opportunities before they land on your table.
There is a very real return on an investment in networking, but you should take a strategic and informed approach to get your money - or time’s - worth.
For tips and techniques on how to develop and maintain an effective professional network and the return on your investment, see the Strategic and Effective Networking fact sheet recently published in the CCiNZ online Library.
By Angela Shaw, CCiNZ Sales & Marketing
