By Derek Coburn
MY definition of “networking” is any activity that increases the value of your network. The best way to do this is to avoid traditional networking events almost entirely. Everyone at these events is playing a different game, which is why there are usually no clear winners.
Devote your time instead to cultivating your existing relationships. Here are three of my favorite strategies:
- Host your own event. Playing host gives you almost complete control over the attendees, the setting and the outcome. It’s a great way to add value for existing clients and connections, and it can also be an opportunity to meet prospective clients.
The primary goal when planning an event is to choose an activity that your clients will enjoy. If you and your best clients share similar passions, start there. Do any of them play poker or enjoy attending musicals or sporting events? My favorite events to host are wine tastings.
When inviting your clients or strategic partners, indicate that the invitation is for them and a guest. Ask them to bring someone who enjoys the activity. And remember that this event is not about making a sales pitch. It’s about building upon existing connections and making new ones. Even though I never pitch my firm at these events, it has become commonplace for at least 50 percent of my clients’ guests to reach out to learn more about my firm.
- Go on a double date. The next time you have four tickets to an event, invite a current client, connection or strategic partner. Then ask her to bring someone she thinks you should meet, and you do the same.
- Reconnect with dormant ties. Follow up with professionals in your network that you haven’t connected with recently, like former classmates or coworkers.
Your dormant ties will likely have connections and knowledge different from your current network. And it’s a lot easier to connect with old acquaintances than complete strangers.
Start by sending a brief email asking your former associate how he is and mentioning something specific you once had in common. If he responds favorably, invite him to have a quick 15-minute phone call to catch up.
Derek Coburn is the founder and CEO of CADRE, an un-networking community in Washington, D.C.