by Michael Cummings

Learning to build your network is your #1 business-development priority. You will only go as far in your career as your network and alliances take you. Treat your network as an asset, plan to cultivate it daily, and learn the skills you need to master network building.

It really comes down to your personal network of clients and professional allies—and their commitment to helping you to build your business.

It is undeniable, therefore, that your future success will be determined by the quality of your professional network of contacts and relationships. And the ability to cultivate and transform these contacts into a practice-building set of allies is what separates the top producers from the rest of the profession.

Do you recognize yourself in these five common networking mistakes? If so, we offer straightforward, easily implemented tips for each on how to get better results.

Mistake 1—Random networking: Wasting time networking in the wrong places and in the wrong way.
Problem: Most professionals think of networking as meeting as many new contacts (i.e. strangers) as possible and trading business cards. All the time, their mindset is on “What can this person do for me?” and this attitude permeates their interaction with potential referral sources. They also do not qualify contacts on their ability and willingness to help them.
Solution: Start by networking with people you already know. Be very selective beyond this group. Only invest time and energy in networking with people or groups who can get you the ideal clients you desire. Have a giving mindset. Your goal is to build a mutually beneficial business relationship, not add to your business card inventory.

Mistake 2—Networking myopia: A self-limiting view of networking.
Problem: Networking is seen as an activity. For example, “I am going to an association meeting or luncheon to network.”
Solution: The right way to think about networking is: “Networking is building relationships with anyone who can help me to grow my practice.” Using this definition, you are already networking all the time: when you are working with clients, meeting with your colleagues or mentors at your own firm, or attending an alumni event. The key is to recognize that you are constantly network building. Inventory and prioritize these business contacts and develop an express action plan to cultivate these relationships. (Remember again, this is not about your benefit—although that is a desired result—this is about how you can benefit them.)

Mistake 3—Settling for cold-call referrals with only a name attached.
Problem: A cold-call referral is when people who already respect your abilities tell you to call someone they know who could benefit from your talents and says, “Mention my name when you call.” Now, getting a referral to a potential new client can never hurt (as long as you’re already careful about selecting new clients) but this kind of referral is not the best you can do. The new person doesn’t know you, understand why you would be of value to him or her, and is not prepared for your call.
Solution: Ask your contact first to call the prospective client to tell that person about you and, ideally, set up a time you can call and discuss their needs. In this way, your benefactor is pre-selling your value with their tacit, if not explicit, endorsement of what you can do for the prospective client. Perhaps most importantly, the new person is prepared to welcome your call.

Mistake 4—Solo networking: Marketing yourself by yourself.
Problem: Professionals only look to build their personal network of people who can help them to build their practice.
Solution: Instead, team up with a few like-minded professionals and build your combined relationships. Look to trade and interconnect your web of relationships together. Add collective value by introducing people to one another even if there is no direct business benefit to you. Find people with “power networks,” such as the head of an association, and go to see them as a team. Just remember, this is a way of expanding the field of players. (The Sherman Antitrust Act makes it clear that using these kinds of networking opportunities to exclude people from consideration in future work is against the law.)

Mistake 5—No allies: Settling for shallow networking relationships.
Problem: Professionals often look to network with more and more people.
Solution: Instead, the best business generators look to forge highly committed alliances with fewer and better referral sources. Build a small, elite team of professional business partners. Continually market together on a cooperative business. See your business contacts as de facto partners in growing each other’s business.

Copyright 2004 SAGE Personal Marketing Reprinted with permission.

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