Why Professional Networking Doesn’t Work for Everyone

There are several pros and cons to professional networking, and many of us know someone who believes networking is a waste of time.  Perhaps they are right.  Perhaps it was a waste of time for them, but the question is whether or not they were networking rightly?

The key to professional networking is to network intelligently!  It is not about how many people you meet, it’s about how many quality people you meet.  While there are some professionals who avidly swear against it, here could be a few reasons why professional networking doesn’t work for everyone.

Professional Networking Facts & Myths

1. Professional networking isn’t about simply closing sales.

In short, the world isn’t flat (although some would disagree)!  Some people solely go to networking events to collect as many cards as they can only to go home and sort them into two piles: prospects and non-prospects.  Throwing out the non-prospects is a mistake:  a non-prospect may connect you with someone or something you need either personally or professionally.  As one of my mentors has said time and time again, “You are just one meeting away from closing the biggest sale of your life.”

Example:  Years ago, a lady come to one of the talks I held monthly.  The entire time I spoke, she didn’t smile, she didn’t seem engaged, and quite frankly, she intimidated me!  She had this scowl on her face that didn’t budge!  Instead of shrinking back and avoiding her, I approached her, struck up a conversation and found out that she had a massive headache, but decided to attend regardless because she didn’t want to miss my talk.

Fast-forward a year – while she was never a client of mine, she did become one of my closest friends in the world.  If that isn’t enough, she referred me to several other clients, some of who I still have professional relationships to this day.  Though she wasn’t a prospect, she did end up growing my business and a beautiful international friendship was born.

2. Broad Networking vs. Focused Networking

There’s a difference between a machine gun approach and a sniper approach to professional networking.

The Machine Gun Approach to Professional Networking:

We’ve all seen them – the people who are at every business function in town.  They are at the Chamber of Commerce events, they are at every lunch, ribbon cutting, open house, business mixer, happy hour, and even professional breakfasts in town.  They seem to know everyone, and it begs the question, “Do you ever get any work done?”

I’ll be honest, I used to be a machine gun approach kind of networker.  I was everywhere all the time meeting whoever whenever!  This got me into trouble. I have been in groups where I didn’t just waste my time, but I’ve lost money as well from the low-quality attendees.  One such experience almost resulted in a sexual harassment lawsuit!  I do what I can to avoid low-quality groups at all costs and identifying them is half the battle.

The Sniper Approach to Professional Networking:

The sniper approach is a little different, and from the outside it can seem like these professionals are a little snobby.  After some of the experiences I’ve had, I’d rather be called a snob than waste another minute of my time with people who aren’t serious about business.

If you think about it, time is a finite resource.  I can always make more money, but I can’t get my time back. The meetings I know are worth my time are already in my calendar and I attend those regularly.  If it is my first time visiting a meeting or event, I take that time to determine whether or not it is worth visiting again.

1. Were quality professionals in attendance?
2. Did I meet new, interesting people?
3. Am I able to support or help other professionals in the group and/or vice/versa?
4. Was this event a good use of my time?

3. Quantity Over Quality

Professional networking won’t work for someone who is meeting people for the sake of meeting people.  This can turn into collecting a bunch of business cards, but not remembering who a person is, how long they’ve been in their industry or even how we can help them or how they can help us.  Instead of trying to meet 10 or more professionals in a room of 40 or more, focus on five to eight professionals.  Really make an impact and take a minute to chat with them and get to understand them and their business.

Remember, quality over quantity.  There is a difference between wanting to connect and connecting for the sake of connecting.  One is efficient and the other is a waste of time!

Additionally, there are going to be groups that may not serve you professionally.  For example, it wouldn’t make sense for someone selling point-of-sale equipment to attend a realtor luncheon.  Sure, they may eventually meet someone whose Uncle owns a brick-and-mortar retail store who’s looking for a POS system, but the chances of this are slim.  Instead, it would make sense for the POS account manager to attend a B2B group or event instead.

4. Lack of Follow Up

Believe it or not, a lot of the issues with professional networking is that people don’t follow up with those who they’ve met!  This is one of the most important points people miss!  Following up with people either the same day or the next day helps you to not only stay top-of-mind, but it can lead to a face-to-face meeting where you can further develop that relationship.  Again, you never know how you can help someone, or how they can help you.

5. Lack of Effort.

My organization hosts around four events per month.  These range from happy hour mixers to lunches to coffee talks and other happenings in and around Springfield, MO.  There is at least one person at every event who sits off in the corner and stares at their phone for several minutes.

Usually, I or another We&Co member, introduce ourselves to them further asking if there is anyone at the event they’d like to meet.  After taking them around the room and having them meet with various professionals from diverse backgrounds, there have always been a few who go right back to their corner to stare at their phones.

This is not networking.  In fact, I wouldn’t know what the point of attending such an event would be if your goal was to go in a corner and stare at your phone.  I can do that at home!  What I have found is that there are many similarities between these types of people and those who complain that networking doesn’t work.

About We&Co

We&Co is a professional co-oping business that was founded in Springfield, Missouri.  While there are many networking groups in and around the United States, We&Co focuses on creating small industry-specific groups with five to ten professionals who all have the same target audience, but offer different products and services.

In short, we support local professionals save time and money by pairing them with their ideal referral partners. They meet up twice a month for an hour and talk strategy on how to become that one-stop-shop for their clients.  If you are a professional who is interested in joining or launching your own We&Co co-op (or “Huddle” as we like to call them), feel free to email Jana@weandco.org