Who Needs Networking?

More business decisions occur over lunch and dinner than at any other time, yet

no MBA courses are given on the subject."

Peter Drucker, International  Management Consultant 

The answer to the question of "Who Needs Networking?" is very simple - everyone, particularly in these financially challenging, uncertain and ever-changing times.  Our ability to connect with people and build a network of support is key to our success in finding employment, maintaining or growing our businesses, as well as staying encouraged and motivated to move forward on our personal and professional endeavors. 

For this issue, I asked Lya Sorano to share her opinions about and strategies for networking.  Lya is a Writer, Internet Strategist and President of The Oliver/Sorano Group.  She is also the founder of Atlanta Women in Business (AWIB), an organization of business and professional women, which provides its members with networking and educational opportunities so they can further their careers and/or grow their businesses.  Information about AWIB can be found at www.AtlantaWomenInBusiness.com

Lya Sorano ...

Social networks are all the rage, and hardly a day goes by when we are not invited to join MySpace, LinkedIn, Xing, FaceBook, MeetUp or other on-line groups that gives us the opportunity to connect with others and further our business, career or personal interests. Regardless, however, of how many millions around the world are members of one or more of these networks, they cannot take the place of personal interactions. The people who question the validity of "networking" are those who do not know how to effectively make use of the opportunities they provide.
 
"Networking" is not going to an event with 300 people, handing out business cards and expecting the phone to ring. In fact, networking is a process that takes time, money, and effort and can be quite arduous.
 
In periods of corporate downsizing it is not uncommon for me to get calls from people who have suddenly become unemployed and now "need to start networking". As those of us who have been at this for a while know, trying to create a network when you are in dire need of a job is like buying your first guitar on Friday and showing up for a rock band audition on Saturday. It won't get you very far.
 
A process that starts with showing up, participating, following up and finding out what you can do for the others with whom you "network" - and then doing it! - is where the new job lead is lodged, where the business opportunities flourish and where personal relationships are born.
 
In a recent workshop on business development, one of the participants said she had absolutely no time to follow up on contacts she had made at networking events, because she was too busy . . . . . going to networking events! The obvious solution to this problem is to go to fewer events, at least for a while, until you get caught up with the all-important follow-up process. If you have a lot of contacts in your database and you do follow up with them and nothing happens - no job leads, no business referrals, not even a blind date! - you are hanging out in the wrong places! A "change of scenery" is the advised course of action.
 
It has consistently over the years been my advice to be a member of three networks.  

The first one is a group that nourishes you spiritually; for many people, this is a religious institution, but it does not have to be. A group that goes rock climbing once a month, or gathers on the beach at each new full moon, can have the same effect.

The second group is probably the most obvious one: become a member and be active in your professional organization; volunteer, once you have joined, then get on a committee and eventually on the board. This will do wonders for the building of your network and enhance your resume.

The third organization to join is one that is not obvious at all - go out on a limb, stretch yourself a bit. Join the Chinese-American Chamber of Commerce or become a patron of the Mozart Quintet at a local college, learn Tai Chi or join a sales organization if you're an HR expert. Not only will you learn new things, but you will also meet people you would not come in contact with if you stayed within your comfort zone.

The personal contacts you make in each of your three networks are worth far more than a multitude of "friends" in an on-line network.
 

Lya Sorano is the CEO of The Oliver/Sorano Group, Inc. - marketing and PR consultants  - and an internationally published writer. Her topics have most often covered international business, the role of women in the international business world, and information technology.  These days she often writes on-line professional profiles, web content, newsletter articles, case studies and marketing communications for private clients in industries as diverse as manufacturing, landscaping, architecture and sales. Her workshops and seminars deal with marketing, media relations and - naturally! - networking.  Lya Sorano can be contacted at 770-826-4294 or via her web site at www.lyasorano.com.

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Donna Satchell of STARR Consulting & Training is a motivational speaker, success skills trainer and author.  She provides programs in customer service, team-building, time management, public speaking as well as motivational speeches which inspire individuals to live more rewarding, fulfilling and successful lives.  Please visit www.JustGetSerious.com for information about programs/products and to view videos of Donna's speeches.  Contact her at 770-498-0400 or Donna@JustGetSerious.com.