The Art of Focused Networking

Background

When you think of networking, images start to arise of beer, fat salesmen, people in transition and know-it-alls. Indeed, this is the case at many networking events–even to this day.

Depending on which networking event you choose, you’re bound to encounter different types of people, and different types of personalities.

However, the focused entrepreneur, understands which networking events to attend, and more importantly, the actual purpose or reason behind attending networking events.

In this chapter, we’ll look into why one should make an effort to network–not networking in its traditional sense, but networking in a way that results in meeting great people.

What is meant by focused networking

Focused networking is nothing more than having a plan to habitually meet great people. Focused networking centers on meeting people that you can help, and in turn, they can help you.

This doesn’t revolve around hitting up every conference in sight and handing out your business cards; It centers on mapping out events where people that you want to be around hang out. If you’re into books, join book club. If you’re into wine, go wine tasting. If you’re into football, join a fantasy football league and meet up. Reach out to people through events that you enjoy, as well as events that you anticipate having winners in your industry. You are your environment, and the raw materials of your environment are formed at networking events.

You’ll find that meeting people keeps you sane in times where the economy is bad. Networking allows you to get out, and remember why you’re here and what you’re doing. How? Because you’re constantly explaining to people why you’re here, and what your purpose is. You’re habitually telling people your story (which we’ll get into below).

I run into some of the wealthiest and most successful entrepreneurs weekly. Most successful online entrepreneurs are successful because of their offline activities. They’re constantly making introductions, helping people out, meeting with people in person and making deals happen. They have employees and all-stars around them that specialize in dominating online; meanwhile they’re establishing relationships offline.

This type of entrepreneur characterizes focused networking. Below we’ll outline specific principles involved in focused networking, and the action plan to begin networking in a focused manner.

11 Proven Principles of Focused Networking

1. Free Is Not Free

At free networking events, you’ll find people in transition–which is fine; however, you’ll also find snake oil salesmen. People selling you multi-level marketing services and debt relief packages. And by debt relief, I mean people that will try and con your employer on the employee’s behalf. It’s dirty stuff. And if you go to any networking event unguarded, you’re bound to dislike networking–or even worse–get ripped off.

2. Finding the right events

Finding the right events takes time initially. Yet, once you get the ball rolling, finding the right event becomes almost too easy. To get started, there are three steps:

1. Start with some online research. Search local events on Google, on your local newspaper, through meetup and within Linkedin. Find at least three good sources for events, and attend one.
2. After attending an event, find people that fit your niche and your industry, and then ask them what events they recommend.
3. Repeat the above step over and over, and you’ll soon get a pulse of all events that relate to your industry.

3. Get a networking partner

I’ve got a close buddy that is my networking partner. Attending networking events alone is tough for two reasons: (i) If you’re alone, and haven’t engaged anyone in conversation, it’s awkward. And soon, it gets old. (ii) At least in my case, I detest attending networking events alone. If the event sucks, at least I’ve got a buddy to strategize and talk business with. (iii) Last, the hardest part in attending a networking event in my case is actually getting myself to go. Once I’m there, I usually enjoy it. Having a buddy to attend events with makes the barrier to entry of attending less severe.

Your networking partner doesn’t have to be with the same company; he or she is someone you can go to bat for, and recommend to your colleagues and friends. Going to an event with someone that has your back allows you to meet the right people–people you might have missed if you went to networking events alone.

4. Make it a routine

In the end, focused networking should not feel like networking. Networking, in its traditional sense, leaves people feeling awkward. Relationships feel forced. In order to prevent this feeling from arising, focused networking is a regular, weekly routine. Just like eating, focused networking is looked at as a routine activity. Nothing special. A recurring weekly event.

5. Leverage LinkedIn

Linkedin is going to be an excellent source for maintaining relationships. With your networking system, don’t worry about pinging everyone constantly and asking, “How can I help you?” You’ll come off as a multi-level-marketer. Instead, add them to linkedin, and if there’s a potential way to work together in the future, hit them up.

6. Reach out to people everywhere

You’ll find great people at networking events, and great people that stay the hell away from networking events. In order to not miss out on meeting great people, you’ll have to meet people both at networking events, and away from networking events. If you’re at a networking event, you’ll need to sift through the clutter and find people that you can actually help; as well as people that can help you.

7. Birthdays

After meeting a contact, add them to LinkedIn. For your contacts in which you can actually help one another out, add them to Twitter or Facebook. Using nutshell mail, keep a pulse on any upcoming birthdays. Upcoming birthdays are fantastic for reaching out to your contacts. Many people brush birthday’s off as if they don’t care; however, deep down people do care, and do take note whenever you reach out to them on their birthday.

8. Prepare to learn

Most people I talk with hate networking events because it feels “awkward.” If feels “forced” according to them. Obviously, your first time at a networking event does feel a bit odd; however, when you start making it a habitual activity, it feels normal. It feels comfortable. And after a certain point, people will sense your comfort level, and thus they’ll be attracted to speaking with you. In turn, this makes networking less awkward.

9. Extend a hand

Let’s face it. It’s always awkward when you’re standing next to someone at a networking event and it’s quiet. You both know why you’re there, but you’re tired from the workday and choose to zone out or watch a nearby T.V. Here’s a trick that will always work: reach your hand out and say, “Hi, I’m xxxx.” That small action will immediately kill any uncomfortable feeling at networking events.

When attending any event with people, don’t focus on anything else. Just focus on making contact and saying, “Hi, I’m xxxx.”

10. Establishing a sensational story

After you’ve extended your hand and introduced yourself, you don’t just sit there and stare at the person. You’ve got to have a story. Here’s the three part process to establishing a sensational story.

1. Outline who you are in one sentence

This centers on capturing a title that can define who you are, as well as three three specific characteristics that you would like to project when introducing yourself to others.

For instance:

• [1-3 word title] Web entrepreneur.
• [3 specifics] Specialize in social media, SEO and monetization.

2. Establish seasoned proof

This part proposes to separate you from the rest of the folks networking in the room. This is a one sentence “pop” statement that projects specific numbers, a big name firm or any other type of proof in establishing your credibility.

For instance:

• [One sentence proof] “For example, I’ve helped companies like TMZ increase their revenue by over 417% to $113 million within three months.”

3. Outline your goal with networking.

Before embarking on the networking journey, you need to understand why you’re even at an event in the first place. And you need to project that. Otherwise, you’ll look lost. Your goal could be something simple like: “to meet local people in my community,” or something direct, “to set up one appointment with a potential client.”

If you have two goals, narrow it down to one simple sentence.

For instance:

• [Your goal] “I’m here to meet great tech entrepreneurs in my community.”

Now combine them all:

I’m a web entrepreneur, and I specialize in social media, SEO and monetization. For example, I’ve helped companies like TMZ increase their revenue by over 417% to $113 million within three months. I’m here to meet great tech entrepreneurs in my community.

That’s your story when networking.

11. Choose who to follow-up with carefully

Only when you’ve found a connection that you truly can help out, and they can truly help you out, should you actually meet up in person. Otherwise, you’ll just waste each others time. And that doesn’t do either of you any good.

Most logic tells you to follow-up with everyone. I say, don’t.

Instead, add the majority as LinkedIn connections for future opportunities. And for the one’s that you’d rather not be connected with, burn their cards. Just kidding, but seriously, throw them away.

You should legitimately follow up with 1-2 people after an event, and meet up with them. Shoot them a quick email like below:

“Hey [Name] –
Great meeting up last night at [the event]. We should grab coffee or a drink some time and figure out specifically how we can help each other out.

I run into a variety of clients that could definitely benefit from your services. Would like to learn more. Let me know a time that works for you.”

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