Networking In the New Normal: Choose Quality Over Quantity

A version of this article originally appeared on Forbes.com and was graciously provided by Paula Black. Paula is one of the world’s leading business and professional development coaches for lawyers, entrepreneurs & service providers, award-winning author & speaker.

One sign that life is returning to “normal” is that in-person, face-to-face networking events are happening again. After all of the Zoom conversations, this is welcome news for many people. But, as a coach who has advised thousands of professionals over the last two decades, I can tell you that a lot of the networking people engage in is a waste of time. Before you jump back into your pre-pandemic networking routine, there are a few things that I encourage you to consider.

While it’s true that professionals develop business in large part through relationships, it’s equally true that deep, valuable relationships aren’t created through 60 seconds of forced small talk. The problem with so many networking groups and events is that they focus on quantity, not quality. Most participants are focused on making as many superficial connections as possible so that they can hand out all their business cards — which doesn’t leave much time for real relationships to develop.

Generally speaking, I counsel my clients to avoid this type of networking event. Instead, I encourage them to take a strategic, deliberate approach to their networking. Here’s how:

1. Get clear on who you’d like to meet. 

Who are the types of people who could become great clients or referral sources? Many of my clients have built their businesses primarily through referrals, and many of their referrals come from a very small group of people. Look for opportunities to connect with other professionals who serve similar clients as you do, but don’t offer the same services. For example, if you’re a financial planner, developing relationships with family law attorneys could be very helpful. 

2. Get clear on where you’re going to find these people.

The problem with many networking events is that they’re generic. You never know who you’re going to meet. And while there could be 30 people in the room, the vast majority likely aren’t good sources of business or referrals for your practice. Instead, get hyper-targeted. If you’re targeting family lawyers, look for family law-specific events and organizations that you can get involved with. Often, volunteering with an organization (serving on the board of directors, for example) is a great way to build deep relationships. It’s much better to be deeply involved with just one or two carefully selected organizations than it is to join dozens and never have time to create real relationships within any of them. 

3. Provide value before you ask for anything in return.

As you begin building relationships, look for opportunities to create value for the other person. If they mention a problem or a challenge within their business or their life, look for opportunities to make a referral or recommendation. If they’re struggling with a project, see if there’s a way that you can help. Find a way to make their life better — this is how you take your relationship to the next level. And yes, it may not happen overnight, but if you give enough, you will eventually get plenty out of the relationship as well. 

4. Stay in touch with your network.

As you begin to cultivate relationships and build your network, don’t let the connections grow cold. Stay in touch with your network by connecting on LinkedIn and by including them on your email newsletter. But don’t neglect real human connection either. Look for opportunities to send thank you cards and notes. Pick up the phone every once in a while. Don’t just text, call! And schedule time for lunches and one-on-one coffee meetings. These “touches” are essential as you continue to develop key relationships.

5. Take full advantage of digital networking opportunities.

One positive side-effect of the pandemic is that it forced most business professionals to get comfortable operating virtually. And even as life begins to feel more “normal,” there are still great opportunities available to build your network digitally. For example, Zoom makes it very easy to have a one-on-one conversation with somebody on the other side of the country. LinkedIn makes it easy not only to connect with potential clients and referral sources, but also to stay top-of-mind by creating and sharing content consistently. Take advantage of these tools as you sharpen your networking strategy.

Relationships are essential for developing your professional practice. But as traditional networking opportunities begin to open back up, be strategic about how you use your time. Focus on quality, not quantity. Build meaningful relationships instead of superficial exchanges. Take full advantage of digital tools. In my experience, the relationships you create will benefit your career for years to come!

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