Let’s say you want to build a great kitchen garden. Imagine you go around town and acquire all your favourite plants. You come home tired, but satisfied. The next day, you acquire more plants and the cycle keeps repeating itself.
Just like plants, we need to nurture our networks. The higher the number of connections we have, the less time we have to tend to those relationships.
Thus, we need to determine the optimum number of connections we can comfortably handle.
We have a limited capacity for relationships. While the numbers may vary a bit, research from University College, London tells us that our cognitive capacity is limited to handle no more than 150 to 250 relationships.
To manage more connections than that, we need to hire help or even build an organisation staffed with adequate people.
To continue our gardening metaphor, we need to move from kitchen garden to a commercial farm equipped with the right tools.
Don’t acquire more connections than you can cultivate.
Research out of the University of Edinburgh shows that this superficial ‘friending’ with everyone we went to high school with to the person we bumped into on the street becomes unmanageable and stressful.
In a work environment where people can get away with opportunistic behaviour without serious legal or reputational consequences, research shows that having large networks is actually calling for disaster.
In such environments, you need to work with people you know and trust very well.
Incidentally, this is why business people in emerging markets often operate in close hard-to-break-into groups.
These cliques enforce rules among members that weak legal institutions in their countries cannot. That said, if you can trust your connections to make good on your agreements, you have a bit more room for larger networks.
Here is what you can do to grow your professional network effectively:
- » Sow your seeds strategically. Don’t spread yourself too thin or spend all your time with a few close buddies. The relationships that work best in the entrepreneurial context are those that are close, but not too close.
Just as you need to design your garden well with an adequate number and variety of plants, you need a network with diverse groups of friends. Diverse networks not only provide access to people and resources, but also new opportunities and markets.
- Encourage cross-pollination. Your network is actually composed of several networks from work to school to sports to your neighbourhood.
You are probably at the core of some networks and at the fringes of others. You are at the core if you are the main person who others in your network interact through.
While this has its advantages, the ability to bring people together across various networks is a more important skill for entrepreneurs.
The more you can act as a bridge for your connections across various networks, the better your chances of enlisting their help.
You’ll be able to recognise problems or opportunities in one network to help people in other networks.
- » Think variety, not quantity. We like to network with those who have something unique to offer – knowledge, skills or entertainment.
The first step in building your network is to identify your unique skills and find people who are different, but complementary.
If your contacts are too similar, the information and resources you get may be redundant. If they’re too different you may have nothing in common.
It’s also important to pay attention to other people’s needs and know how to manage the impression you leave on others.
Focus on managing key relationships yourself and let word-of-mouth from those connections keep you in good standing with a broader network.
If you try to cultivate too many connections directly, you will be hard pressed to manage even a few relationships.
Tips For Start-up Owners When Approaching A Networking Event
Here are a few ways in which you can approach networking.
It’s “easy” to start a business and generate an idea you think will make a difference in the world, but unfortunately, it’s not that simple in reality. Entering the start-up world requires more than just the knowledge you’ve gained through your studies or what you’ve read up about online. Success is about putting your business, and yourself, out there and connecting with influential people at events.
If you don’t have a budget to market your business, you need to speak to the right people in order to help grow your business. For introverts, this might sound the worst idea, but if you want to attract influential people in the industry and increase your client base, you need to be your business’ own marketer.
Here are a few ways in which you can approach networking:
Build your own network of people
When you start networking, think of it as an opportunity to build your own network of influential individuals in the industry who can assist you when you need it most. Networking shouldn’t be as daunting as you make it out to be. If you believe in your idea and your employees, and you genuinely want to find the right tools to propel your business into the right direction, you need to connect and engage with people who can help you.
In the beginning stages of your startup experience, you should try to attend events to meet with other African start-ups. African tech innovation is advancing, and it’s worth your time to explore the technical space to see how you can leverage technology to succeed. If you have an interest in meeting people who could introduce you to others and vice versa, your business will flourish.
You are your own superhero
For years, it has been said that people buy from people and not adverts which is 100 percent correct. You are your biggest strength in that, if you believe in yourself and your product or service, you will be able to boost sales drastically. People are convinced by people, which is a huge part of your networking abilities and how people remember your products or services in an impressive way.
If people can see that you believe in your own business, are confident in your abilities and are trying to convince people otherwise, people will take a chance on you and put more effort into supporting you.
Always be strategic about your approach
The more you network, the more you will realise that you need to have a plan in place before you approach anyone or attend any event. A plan is crucial if you want to achieve a particular goal out of a face-to-face interaction. Before you attend an event, meet up with someone outside of the event or even speak with someone over the phone, make a list of the topics you what you want to talk about.
Events are usually jam-packed with people, and if you don’t have a purpose for your interaction, it will turn into a lost opportunity. You cannot leave without speaking to people you were interested in or without the information you need. If people are leaving in a rush, ask them for their contact details and make another plan.
Network both online and offline
If you’re putting yourself out there and attending a marketing or tech conference, also consider the online elements, for instance, LinkedIn, which you could explore. Many people believe in one or the other, but a combined approach is extremely powerful. Once you have met someone, make an effort to look them up online and follow up with a meeting request if you are interested in creating a further relationship. Your networking circle will not be complete if you aren’t making use of both offline and online networking in your community and the industry at large.
Provide more than you take
Don’t be a taker. People try and stay away from these types of people once they know who you are and feel sceptical about the interest you’re showing in them. While you might genuinely be interested in seeking advice on an innocent level, it can quickly give you a bad name if people spread their feelings about your motives. So, in order to avoid this, be willing to give. Of course, you need to limit your “free” offerings once you’ve met with someone new, but keep that opportunity open in the beginning. Show people that you’re willing to offer them information or free trials for their time. When people see that you’re not just taking what you can get your hands on, they will start to give you their attention.
The 12 x 12 x 12 Rule For Successful Networking
If you follow the three parts of this rule carefully, you can learn to network successfully.
Perception is reality. How many times have you heard that saying? Probably enough to know that the way you’re perceived really does affect the business you conduct (or don’t conduct) with other people. This is especially true when it comes to networking and meeting someone for the first time, and this is where the 12 x 12 x 12 rule becomes so important.
Basically, this rule involves three questions:
- How do you look from 12 feet away? Do you look the part?
- How do you come across from 12 inches away? Does your attitude and body language reflect what they first saw?
- What are the first 12 words out of your mouth?
What we’re talking about is how important it is to create the right perception of yourself and your business.
Let’s face it: As a businessperson, you’ve got a lot going on. But, most prospects don’t care how much you’ve got going on or how many balls you have in the air. They just want to know if you’re a potential solution to a problem they have, and their initial perception of you goes a long way in making that determination.
The same is true for potential referral partners.
They want to know if they can trust you with their referrals – people (and sometimes clients) with whom they have a good relationship. Do you have your act together so you won’t jeopardise their good name when they refer business to you? Right or wrong, their initial perception of you is going to play a large part in answering that question.
This is precisely what the 12 x 12 x 12 rule is all about. It looks at you from the perspective of other people (prospects or referral partners) and shows you how to optimise their perception. This doesn’t mean manipulating or deceiving them; experienced people can see through that. Nor is it about checking your personality at the door. What it does mean is fine-tuning your networking practices to avoid shooting yourself in the foot.
Let’s go over the specifics of the 12 x 12 x 12 rule and how you can manage the perception others have of you.
Look the part before going to the event (How do you look from 12 feet away?)
You’d be surprised how many people fall short in the fundamental area of appearance. If it’s a chamber of commerce networking breakfast, don’t go casual. Instead, consider wearing a good suit or nice outfit. You need to be well rested and clearheaded when attending a morning networking session; make a conscious effort to get plenty of sleep the night before. If you’re not a morning person, hit the sack earlier than usual so you don’t look like the walking dead. Regardless of how many cups of coffee you’ve had, people can tell if you’re not all there.
Make sure your body language sends the right message (How do you come across from 12 inches away?)
When it comes to forming networking relationships, most of the important information – trustworthiness, friendliness, sincerity, openness — is communicated through nonverbal cues such as posture, facial expression and hand gestures. When engaging in conversation, look the other person directly in the eye and stay focused on what he’s saying. Lean a bit into the conversation rather than away from it; don’t stand rigid with your arms crossed.
When meeting someone for the first time, a lot can be said about how much your attitude can impact her first impression. Make sure that when you’re talking to others, you have a positive, upbeat attitude.
Another part of the “12 inches” away rule is making sure you know which pocket your business cards are in and having plenty on hand. Nothing screams, “One of these days I’ve got to get organised!” louder than handing a potential referral partner someone else’s card. So make sure you have some type of system for keeping your cards separate from the cards you receive at the event.
One more thing: Remember to smile when meeting someone for the first time. Studies have shown that if you smile when you talk, you seem more open and forthright. Obviously, you don’t want to go overboard with this and start grinning and shaking hands like a hyperactive clown; just show that you’re having a good time, and that will send the right message.
Make sure you’re ready to speak (What are the first 12 words out of your mouth?)
When someone asks you what you do, make sure you’re ready with a response, or unique selling proposition (USP), that’s succinct but memorable. A good USP is the offline equivalent of a good post on social media… something that promotes curiosity and engagement. The attention span of the average adult is 20 seconds; a long, drawn-out answer to the question isn’t going to work. Whatever words you choose, make sure your answer is quick and informative without sounding over-rehearsed or contrived.
Perception is reality when it comes to meeting people for the first time. If people perceive you as not being right for them, they simply won’t be inclined to refer business to you, regardless of the work you can actually do. However, by keeping the 12 x 12 x 12 rule in mind, you’ll go a long way toward creating the right impression in the blink of an eye.
This article was originally posted here on Entrepreneur.com.
Why I Never Meet Someone For Coffee
The conventional offer of “getting coffee” is, in my opinion, one of the most frustrating offers that can be made.
First off, I need to make clear that I am not against meeting people for coffee or even drinking coffee. My issue is that I’ve learned that the offer to go get coffee usually means that somebody wants something from me. Whether it is time, money or to help them make a connection, an offer to grab a drink almost always has some ulterior motive behind it.
You might think that I flat out don’t want to help others, but the real issue is the other opportunities that I have in front of me. I have a lot on my plate, so dedicating the time to a “quick” coffee meeting does not make much sense.
Say no to getting coffee
Hours spent in the office doing business are not the time to sit back, relax or socialise. I try to be as efficient, effective and statistically successful as possible during work hours (and beyond). The conventional offer of “getting coffee” is, in my opinion, one of the most frustrating offers that can be made.
I rarely take anyone up on the offer to “do lunch” during work hours. Just consider the amount of time that it takes to get to and from a coffee or lunch meeting, and how much business could be done in that same time.
Then, think about the inefficiencies of utilising that time for things such as small talk, even before you get to the critical business issue.
Have an objective in mind
I have the objective to try and keep every phone call to a maximum of five minutes. When it comes to in-person meetings, I prefer them to take place at my office or overlapping other meetings I have outside the office, which I call “holding court.”
Even then, I try to keep those meetings to 20 minutes long. This allows me to fit in as many meetings or calls as possible. So many people make the excuse that they are “doing business” and then leave the office to do unimportant things, or overlap their meetings around errands.
Make no mistake, I’m not advising against meeting people in person. I’m saying take control of the business opportunity and have them come to you, or meet them somewhere convenient when you are outside of the office.
No coffee, just grind
The majority of lunch and coffee meetings that take place are nothing but an inefficient use of time. I would suggest not only rejecting such meetings during work hours, but to also stop asking for coffee meetings unless they’re absolutely necessary.
How do you determine whether or not a meeting is necessary? Take a look at the reasons and impacts the meeting can have. If these outweigh the potential drawbacks of an in-person meeting, then it is acceptable to ask. Make sure that you focus on making efficiency a key principle when chasing your objectives.
Stay focused in on critical business issues and you will find that focus will provide you with everything you desire in business and life.
This article was originally posted here on Entrepreneur.com.
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