Networking is a practice that is growing, yet some still do not network effectively. I have noticed that many small business owners and entrepreneurs fail to network effectively or they do not make an effort to network on a regular basis. Typically, this is because the small business owner is focused on taking care of the day-to-day activities of running their business. So why network?

1. Because it is THAT important!

Networking is an activity that is so important in the life of the working professional – whether you are involved in career transition, starting a business or growing your business, it should become a part of the day-to-day business because it is that important. When you build and maintain relationships with people, they become more than just your customer. And building those relationships opens up more opportunities than you would have ever imagined. In tough times customers will leave you, but relationships won’t.

2. Give in order to get.

When engaged in networking, no matter if it’s for a new job or to grow your business, go into it with a giving mindset. This seems counter-intuitive because, after all, I am the one that needs something! That may be true, but remember, networking is about relationships. If your intention is to get something the first time you meet a networking contact, that’s cold calling, not networking.

Have you ever been stranded on the side of the road because your vehicle broke down or had a flat tire? If someone came to your aid, I bet you remember all about that incident, and most likely remember exactly what the person looked like that helped you. You see? We remember people who do things for us. So to be memorable, be a giver. Believe me, they will remember you.

3. Networking raises your visibility.

Consistent networking is one of the least expensive ways to market yourself or your business because networking and connecting with people raises your visibility. Potential customers will know about you and your business if you are visible. But if you’re not visible, you can have the greatest business, the most wonderful product, the finest service anywhere – but nobody will know about it.

4. Connect with people you would never meet otherwise.

When I work with job seekers, I emphasize the importance of networking by telling them, “Your next job is going to come from someone you haven’t met yet.” Why do I say that? Because everyone a job seeker knows would have told them about a job possibility if they knew of one; therefore, the job seeker needs to continually network, especially concentrating on creating a diverse network.

I tell job seekers, “Your next job is going to come from someone you haven’t met yet.”

Why do I say that? Because everyone a job seeker knows would have told them about a job possibility if they knew of one; therefore, the job seeker needs to continually network, especially concentrating on creating a diverse network.

When you build a diverse network, it opens doors that you never before had access. Our natural tendency is to gravitate toward people that are like us – similar industry, similar interests, etc. – when we network. Being conscious of this, we need to make sure we build a diverse network and this will increase the likelihood of getting to know connectors who, in turn, will expose us to people we otherwise would have never met. So while it’s not always true with the small business owner, it is very likely that the next big business deal is going to come from a client you haven’t met yet. Building a diverse network pays off many times over.

…it is very likely that the next big business deal is going to come from a client you haven’t met yet.

Networking may be a bit awkward at first for some, but with practice and persistence, it will become second nature.  Now, go for it!