In the connection economy, we are suppose to engage with each other online. It’s not easy. The connection economy takes more work and needs to have a personal connection. Only when that is done, we get rewarded (with a new client or referral).
In the words of Seth Godin:
A good job is largely anonymous and forgotten (but still important). A personal job, on the other hand, is humanized. It brings us closer together. It might not be remarkable, but it stands out as memorable because (however briefly) the recipient of the work was touched by someone else. Often, remarkable work is personal too, but personal might just be enough for today.
The revenue of networking is:
Cash
Attention and Trust
Referral
Some networkers network for cash. They want to make a sale and they want to make it right there and then. This is very short term.
The second group are soft selling. They are looking for people who will do business some time in the near present or distant future when that person needs that product or service. This is a good approach.
But the best approach is one of mutual benefit – the referral. If networkers can reach the point of understanding and trust with each other that when someone they know is looking for a Realtor, a mobile website service provider, a graphic artist…they can say “Call this guy, he’ll take great care of you”, then you’ve helped your friend and you’ve helped your network connection. You’ve also helped yourself.
I was recently listing to a podcast about this very topic. It was by Seth Godin. If it were in print I’d link to it here. The guy is a marketing genius.
Here’s another related thought (also by Seth Godin). Are you a freelancer or an entrepreneur?
If you’re a freelancer, your networking style is for cash or attention and trust. If you’re an entrepreneur, you’re working for referral. Entrepreneurs are great at getting people to work for them. Freelancers work for themselves.
Here’s some questions:
If you were to go on holidays for a month, could your business continue without you?
Who do you have working for you?
Are you effectively networking?
Keith Marshall is a Realtor with Royal LePage. He blogs at keithmarshall.ca and 365 things to do in Kitchener Waterloo
