2 Major Reasons Why Networking Efforts Fail:

by dawn billings
Filed under: Business for Women, Marketing Tips, Networking, Social Media

2 Major Reasons Why Women Networking Efforts Fail:

Everyone knows how to network right? Just take a hand full of cards, show up and tell people who you are and what you want them to buy and they buy it . . . right? Wrong. Too many people are confused about what networking is. It is not simply showing up once, on time or a little early, visiting, handing out your cards, and collecting as many cards as you can and with a wave of a wand, your business explodes. That kind of networking attitude won’t build yours or anyone else’s business.

Hi, I’m Dawn Billings, CEO & Founder of The Heart Link Women’s Network®, a women’s networking organization with over 140 locations in three countries, and I have studied networking extensively. I have watched, coached and encourage thousands of women about how to successfully network to grow their businesses and build great relationships. While coaching women I have heard over and over . . .”I gave up networking because it didn’t work.” When I investigated further to understand why they believed it didn’t work, it always came down to two basic reasons. They are actually the two biggest reasons why all networking efforts fail.

Not Going. Networking is marketing plain and simple. It is not magic. There are rules that you must understand when marketing any business. The first rule is consistency. You must make eight to ten marketing touches to get someone to desire to buy your product. Consistency is one of the most important elements of successful networking. If you want your networking efforts to be successful, you must commit to consistently attending for at least one year. If you are networking with a particular group meeting once a month, you are only talking about twelve meetings, if you are going every week; you need to commit to at least six months. People need time to get to know you, trust and refer to you. You need to build an identity, a reputation and have an ample opportunity to give to others.

Net-Getting. The second reason networking efforts fail is an entitled attitude that I call Net-Getting. Women would complain that they had attended a networking gathering and then discovered that one of the women they met later ordered the same product she represented from another source. Why? They would be angry and resentful and want to know why they didn’t order from them? Why didn’t they at least give them a chance? They felt entitled and like they deserved the order. An attitude of entitlement kills everything it touches. Let me explain the reason why. Ninety percent of communication is non-verbal. If you attend networking events with the attitude of an entitled Net Getter, women not only can feel it, it makes women want to hold back and protect themselves from you. You can even adhere to the first rule of networking success above and attend networking events consistently, but if you attend them with an entitled NetGetting attitude or spirit, they will not work they way you want them to.

You must understand the basic principles of human interaction. Nobody owes you anything. Everything you receive is a gift. When you realize that networking is not about Net Getting, it is about Net Giving, your networking efforts will transform, but that’s not all, your life will transform as well. Next time you network, be committed to appreciating and learning about others. Networking is not about YOU, and what YOU think you deserve. It is about human interaction, meeting others, creating relationships that matter and then sharing who you are and what you need, and being so grateful when others refer to you and order from you. Find out what others need. In doing so, you will have to begin a relationship with them. They become more than a sale, they become a real person with a heart, hopes, dreams and needs. Ask them who their best referral is and then try to think of someone that might be a perfect fit for them. Allow them an opportunity to grow to know and love you and I promise, they will refer to you.

So Dawn, you are telling me to commit to consistently attend networking meetings to learn how I can help OTHERS? How is that supposed to help me grow MY business?

Good question. Remember the BIG secret that many Net Getters don’t Get, pun intended, is that when you network, committed to learning about how you can help others something magical happens, you and your business start to grow. There is a universal law that what you give comes back to your multiplied. Believe it. It is true!

Don’t take my word for it. Try it and see. But you must follow the rules to networking success. Go consistently. For example, a program like The Heart Link Women’s Network® costs as little as $20 a month to attend and that includes dinner and a three minute showcase for every attendee. All eyes are focused on YOU! Women are truly interested and carefully listening. Major companies spend untold millions of dollars on seconds of attention, The Heart Link Network® makes it not only easy but also fun to be heard and noticed. You can’t buy advertising that good, that inexpensively anywhere. So for as little as $20 a month, you can create a name for yourself, showcase who you are and the products you are passionate about and make some life long friends in the process, that is a sensational bargain. There are many other great networking opportunities as well.

Secondly, when you network, find out everything you can about the others attending. Follow up for a coffee, or muffin or protein shake. Remember, it is not only the number, but also quality of touches that are going to tell people who you are and that you are the one worth doing business with. Let them know you are interested in them, in learning about them. Net Give as you Network consistently and success is guaranteed.

Wishing you networking success!

Dawn L Billings, CEO & Founder of The Heart Link Network , Trova Business Directory, Trova Women Business Directory, and The Heart Alliance, creator of the NEW Parenting Tool CAPABLES, author of over 20 books, relationship, communication and entitlement expert and architect of The Primary Colors Personality Test.