EP Business in Hospitality Issue 53 - April 2015

Networking | Management
One of the most common complaints we get is from executives who feel pressured to network.
They often don’t enjoy networking and feel it is a chore that makes them uncomfortable and
is time wasted. In fairness, networking has changed over the years. It is often misunderstood,
but can be one of the most important skills that an executive can develop. It is a craft that
arguably used to be commonplace but has declined. So, it is time to be ‘old school’?
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One of the problems with the concept of
networking is that it conjures up the idea
that someone needs to ‘work’ a room full of
strangers, introducing oneself and making new contacts.
Of course, there are those that do this, but the truth is
that it is often ineffectual and far from what is needed.
Few are impressed by the person who does not take the
time to develop a conversation beyond the superficial,
and most actively dislike those that have an eye open
for another person they could speak to who may be of
greater value to them.
We often write that this is the ‘Age of Trust’ and this
is based on the importance of the genuine and authentic.
In networking events, it is far better to meet five people
and have something tangible to build on than 20
superficial introductions that will go nowhere. The five
you meet will have their own networks and contacts that
they can introduce you to, which is more important than
meeting as many people as one can at an event.
This is illustrative of one of the major changes that
have taken place. Twenty years ago, pre-internet and
social media, events marked a key occasion to meet
new people. Today, we all meet new people and contacts
almost every day without even realising it – through
LinkedIn, Twitter or Facebook. Being approached by
the new has become almost too constant a feature of
our lives. We are arguably too accessible.
The rise of social media in all our lives has opened
up information and communication to an almost
unimaginable level but it also has begun to act as a
barrier. Social networking is a good thing to do but
it is not real networking. There are many that have
developed almost virtual personalities in the belief
that business will follow and that they are important.
It helps and is good marketing but it is not enough in
itself. It does not matter if one has 1,500 LinkedIn
contacts or 2,000 Twitter followers – the real question
is how many strong relationships do you possess?
The key rules to effective networking today is
less meeting new people but rather building genuine
conversations of substance – and, yes, this is a skill
and can be a lost art.
THE SKILL OF NETWORKING IS BASED
ON COMMON SENSE. HERE ARE SOME
SIMPLE RULES OF ENGAGEMENT:
Successful networking
must be reciprocal
Never attend a social or
business event with the idea
there is pressure on you – there
is not. Networking is about
relationship building, not
making sales pitches forcing
others to listen to you drone on
excitedly about yourself.
This is also true with social
and professional networking
through the internet. When
building networks you must give
something back. And, to sustain
good personal and business
relationships, both parties
must benefit in some way. It
will be based on a conversation
of value and substance.
The two most important
networking skills
The two most important
networking skills you can
develop are listening and asking
questions. It tells the person you
are speaking to that they are
important to you, and the effect
of that alone should not be
underestimated. Most people
are shy. Most value a person
that gives them time and
respect. These two most basic
skills will impress far more than
your business competence.
Why? Because listening
validates the value of others
and shows respect. Asking
thoughtful questions shows
sincerity and builds trust
because it actively shows
an interest in someone’s
opinions and thoughts.
Be yourself
Of course it is important to
make an effort to perfect the
base skills of eye contact and
being well presented, but at
the same time just be yourself
and be open. If the need is to
be authentic and genuine then
that has to start with you. If
you are genuine then others
will respond to you.
Follow up
One of the most easily
forgotten things to do is
to follow up after meeting
someone, simply to say that it
was a pleasure to meet them and
to provide contact information.
People love swapping
business cards but it is so
common that it lacks impact.
It is far better to just drop a
quick email the next day to
say that you look forward to
meeting again. It is as basic as
above – it shows respect and
that you valued the meeting.
Yes this is all ‘old school’,
but maybe it is important to be
old school because it works.
epmagazine.co.uk | 43