Why Isn't It (net-)Working For Me?

So you've joined the groups you're supposed to join and met the people you're supposed to meet, but somehow it's just not working. Maybe you've starting thinking that this networking stuff just isn't all it's cracked up to be. If you're not seeing the results from your networking activities, consider the following:

- Show up. This is the simplest, but often most taken-for-granted factor in networking success, especially if you're part of a group. Being a member isn't enough. Showing up to meetings regularly is half the battle. Proximity is the first rule of attraction, and this applies not only to dating, but to business as well. There is no substitute for putting your face in front of prospects or potential networking partners on a regular basis. Position yourself to get lucky!

- Are you overly zealous? If you're attending networking mixers or structured meetings, everyone is there for the same reason, but networking often gets a bad image as a result of salespeople who are just too aggressive. Make sure you're not in the face of every new guest you meet and selling yourself or your services right off the bat. These are excellent opportunities to make connections, but blatant selling is generally frowned upon.

- The Tip of the Iceberg. The meetings- whether Chamber mixers, LeTip, Connections or BNI- these are just the tip of the proverbial iceberg. The meetings often give you opportunities to make your pitch or meet new people, but the real networking takes place outside the meetings. Are you following up with the people you meet? Are you setting up business building meetings or coffee chats in addition to your regular meetings?

- What have you done for me lately? Not getting the referrals you want? Ask yourself what you've done to help your referral partners. Nothing gets business relationships off on the right foot better than a lead or connection made on your new partner's behalf.

- Be prepared and have your game face on. Before attending a networking event, plan your objectives and strategy. What will you say? Who do you want to meet? What is your unique selling proposition? Are you dressed appropriately and professionally? Do you have your business cards or brochures? Is your attitude upbeat and positive?

- Patience. Networking is not a get-rich-quick scheme. Relationships often take time to build and nurture. Others also need time to get to know and trust you too. In all my years in various networking groups, I've seen too many people give up too quickly. And if your product or service is more "high-end," it may take even longer for you. The downside risk and expense of hiring the wrong financial advisor or estate planning attorney is greater than hiring the wrong florist or massage therapist.

If done properly and with just the right amount of enthusiasm, networking can someday be the greatest driver of your bottom line.