Business mentor: Networking still requires that personal touch

Why is it important for small business people to generate networking opportunities and how can they do this?

Communication mentor Genevieve Westcott replies:

If you want to know just how potent and profitable savvy networking can be for you and your business success, then just ask New Zealand power player Roderick Deane.

He's had some pretty good jobs throughout his stellar career.

The chief executive-turned-chairman of Telecom has previously run the Electricity Corporation and the State Services Commission, acted as Deputy Governor of the Reserve Bank and been an executive director of the International Monetary Fund.

In addition, he serves as company director on several New Zealand boards.

Yet asked how he landed so many fantastic jobs, he confessed he never pursued any of them.

Instead, throughout his illustrious career, his wife invited interesting and influential people to their home for dinner.

Getting to know these movers and shakers in a relaxed and highly personal way proved to be one of Dr Deane's most lucrative secrets: networking, getting known, making friends.

Because if you want to make business, you have to make friends.

And it's not who you know, it's who knows you.

The electronic age has added rocket fuel to what we've dubbed networking.

The touch of a button on a keyboard allows us to develop contacts and strategic alliances with people we are unlikely ever to meet, whether they're just around the corner or living in the far corners of the globe.



Yet one of our most valuable possessions is so personal. The human, everyday stuff that truly makes the world go round.

It's simply our ability to recognise the tremendous value that one human being brings to another and the strength that comes from an army of friends and acquaintances.

Just a step or two away are the colleagues, associates and contacts that round out an ever-widening circle of influence.



The irony is that while technology makes most communication these days faster than a speeding bullet, it's severely limiting getting to know people.

Reaching out can be especially difficult if you're used to sitting in the safety of your own office, communicating through a keyboard instead of fronting up in person.

But remember: The ability to converse comfortably with people and connect with them anywhere, anytime, is a valuable skill to develop. Just like a great game of tennis, you need to practise, practise, practise if you ever hope to join the big leagues.

One small comfort: Most of us are seized with fleeting fits of shyness and awkwardness when it comes to networking. Yes, even the most flamboyant and garrulous among us hesitate at having to chitchat with strangers.

But if you work at it, you can learn to hide your sweating palms and knocking knees and come away from any function with valuable new contacts and friendships.

Here are my five tips for getting yourself known at the next function you attend:

1. Take a deep breath, put a smile on your face, tell yourself you're a terrific person to spend time with, and walk into that room as though you own the place. Perception is reality. If you look as though you're in control, confident and happy to be there, people will naturally be attracted to you.

2. Never approach two people. They could be locked deep in a private conversation. Instead, seek out people who are on their own.

3. Initiate. Be the first to offer a smile, a warm hello and a handshake. Don't wait for others to seize the day! You send out messages that you're in control and interested in getting to know others.

4. Ask lots of questions about them, don't talk too much about you. By giving your new acquaintance your undivided attention and thoughtfulness, you'll inevitably leave them thinking you're a fabulous person. Why? Because you were interested in them, their dreams, their lives, their problems. You've got to give to get.

5. If you meet someone you'd like to stay in touch with, ask if they'd be willing to give you their business card. If they do, make a discreet note on the back about their interests or any problems you might be able to assist them with.

6. And here's your bonus point: Have fun. Your attitude shows all over your face.

* Genevieve Westcott of Westcott Communications can be contacted on westcott@communicationmentor.com or on (09) 446-6451 or 021 727-707. Check her website at Communication mentor

* Send questions to Mentor: Ellen_Read@nzherald.co.nz. Answers will be provided by Business in the Community's Business Mentor Programme.