It seems everyone is networking these days. With the proliferation of networking groups, clubs and organisations, you can attend business related events in most towns and cities every day of the week. Add to that the increasing numbers of tradeshows, exhibitions, conferences and seminars, and you’ll soon see how hard it is to be a recluse in modern day business. 
The networking landscape has changed, though, in recent years. We’ve got the whole social media revolution going on. Twitter, Facebook, LinkedIn or any number of other platforms have become your new inbox. You can network with almost anyone in the world with an internet connection. People are seeing more and more that traditional face to face networking can be problematic if you want to raise your profile and build your business. Let’s explore seven reasons why networking is a waste of time.
- It’s not strategic. As the saying goes, there are many ways to skin a cat. If you want to market yourself or your company, you can do a social media campaign, video marketing or SEO. Other traditional routes are still valid: you just have to ask the clients of advertising, telemarketing and PR companies whether they deliver results. My guess is that if they didn’t work, they wouldn’t be in business for too long. For some people, networking is not the right strategy, and for that reason, it’s a waste of time.
- It’s labour intensive. Networking is a one-to-one sport. It’s hard to get scale and leverage. For that reason, it generates a low ROI for most participants. Depending on where you go, it could take you a day to have a handful of meaningful conversations. With the travelling to and from events, the high degree of face time and the effort required in following up and keeping in touch, you can waste a lot of valuable time networking.
- It requires skill. Most people have not been trained to network. They don’t see it as necessary, or are just ignorant of the notion that working a room, making connections and selling yourself can be coachable. Consequently, there are many mistakes made. One of my most popular networking talks is around the ten worst networking mistakes people make. You can have all the passion in the world for your product, but if you’re clueless about the art of networking, then you’re ‘ignorance on fire’ as I heard say once.
- It’s not targeted. Many networking events are a collection of the good, the bad and the ugly from many businesses, sectors and disciplines. Depending on how clever you are with the way you choose your events, few will be in your target market. And few will be able to introduce or refer you to your target market. In other words, you have to kiss a lot of frogs to get to the prince. That makes networking a pretty expensive waste of your valuable time.
- It’s intimidating. Ask people if they actually like networking and I’ll be surprised if many reply with a resounding ‘yes’. In ‘Death Came Third’ a networking book by Peter Roper and Andy Lopata, the authors quote a survey of business people just like you who fear walking into a room full of strangers more than death. What does that say about shaking hands and swapping business cards? If you’re nervous and scared, how is that going to achieve your business objectives?
- It’s overcrowded. They say ‘fools rush in…’ and sure enough, you start a networking group and everyone’s willing to try it out. I’ve been in a room of 20 business people and five of them were selling pretty much the same thing to the same people for the same price. Now nobody minds a little healthy competition, but you’ve got to ask yourself if there are better ways to stand out in today’s crowded market place than in a room of competitors who are saying all the same things as you. A waste of time.
- It’s old-fashioned. Networking used to be done exclusively in posh gentlemen’s clubs and on golf courses. Then it went mainstream. Trouble is, you no longer need to do the face to face networking to meet people. The internet has changed all of that. More people than ever are meeting romantic partners online. I’ve sources suppliers, advisors and providers on LinkedIn and freelance sites without even meeting them. I’ve sourced new clients through building relationships and having conversations online. Wouldn’t you rather bag a new customer in your PJs than suit up for a face to face event and maybe get lucky?
Don’t get me wrong. I love networking, and make my living from helping people do it more confidently and profitably. I’ve made close to $1m through networking. But I’ll be the first to tell you (a) whether networking is right for you, your business and your business model and (b) if it isn’t, what you can do instead to build a formidable network and become the number one ‘go to’ choice for what you do.
It would be great to add you to my network on LinkedIn, Facebook or Twitter. That’s where I’m networking mostly these days. If we never hook up, though, no hard feelings. Just consider all of the networking you’re currently doing and ask yourself one question:
“Is the juice worth the squeeze?”
Rob Brown is one the world’s leading authorities on personal marketing, networking, executive presence, referrals and reputations. He is Head of the Global Networking Council and author of the bestseller How to Build Your Reputation. As well as doing a lot of executive one-to-one mentoring on executive presence, gravitas, reputation building and networking, Rob is Founder and CEO of the Professional Banking Academy, an international training company helping banking professionals increase their influence and win more business. For a complimentary copy of his powerful 93 page Special Report: The 13 Commandments of Turning Relationships Into Profits (value £47) go to www.rob-brown.com
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About Lilach
Great post!
Like you, I’ve found much more rewarding contacts on social media sites, especially LinkedIn. All of my clients so far are people I have never met, and who live on the opposite side of the country, and even the opposite side of the globe. I like that they come to me already knowing a bit about who I am and how I think (through my blog, which they found through a post on LinkedIn), rather than swapping business cards with random strangers.
Twitter: rachelannpoling
Great comment, Rachel – you’re a living example of someone who’s found a way to network without the face to face element. Probably because that traditional approach doesn’t work for you and is hence a waste of your precious ime!
Twitter: therobbrown
Most people I know don’t use Networking as an alternative to what they do online. A lot of face to face networking events will have people that already know each other online, and a real life meeting goes a lot farther than a conversation on Facebook. People that have met you in person are more likely to refer customers to your business, think of you when a suitable opportunity arises, and invite you to future events. There is a certain level where you almost need to start attending conventions, trade shows and presentations just to prove that you’re serious.
Adam Justice recently posted..Social Media Measurement: ROI is Hard to Come By
Twitter: etelligence
You’re right, Adam – a lot of people are now blending offline and online networking with great results. But with time becoming more squeezed, people are having to make a choice. If you’ve got 10 hours a week to spend on marketing your business. do you spend 4 hours at a face to face event and 6 on everything else, or do you go where you’ll get the biggest scale, leverage and ROI, meaning online? Targeted face to face networking in the form of one to one meetings with key partners, prospects and contacts is vital. Bigger networking gatherings of more disparate people is questionable.
Twitter: therobbrown
There is something amazing about connecting with other human beings. It’s uplifting. Our hearts and minds are often enlarged in the engagement. We discover ourselves through others. We discover others. The world!
If we are fortunate, we see the gift that the other is for us. And also fortunate – if they see the gift that we are to them.
Regardless of the event, platform, or attendance, what really counts is your attitude, where your heart is, and your willingness to love, give, and shine.
Thanks Lilach and Rob for the inspiration!
Stan Faryna recently posted..Castleville and Social Media Cheats. And other social media DOHs!
Twitter: Faryna
Attitude is vital in all things, and networking is no different. It’s about people. They will always be your richest resources. Keep on rocking, Stan!
Rob Brown recently posted..Turning Networking Into Business
Twitter: therobbrown
Networking definitely is a skill and something to be learned. You just have to choose when to spend your time networking and who it’s with. Sometimes networking with 2 or 3 core people can be a game changer. Other times, maybe it is better to be doing other forms of marketing. Thanks Lilach.
Twitter: dukeromkey
Couldn’t agree more, Duke. Focused networking is focused activity. It has a higher ROI and makes the huice worth the squeeze!
Rob Brown recently posted..Turning Networking Into Business
Twitter: therobbrown
Thank you Lilach for sharing Rob’s advice on networking. I love today’s social media marketing and how you really can stay ‘face to face’ with your audience, market and clients …. and that is because of video. Skype, video email, live webinars, video chats and so much more is available. Some marketing strategies, as Rob points out, won’t work for specific businesses for the goals they want to achieve. But I think that is why social media and marketing today is so effective. You have many choices and avenues to choose from.
Twitter: learnit2earnit
Spot on! Social media has changed the networking landscape, Lynn. Many people are finding that the traditional face to face networking is neither required or beneficial. If that reflects your style or situation, then don’t be scared to NOT go to networking events. You can build all the relationships and business you like online using social media!
Rob Brown recently posted..Turning Networking Into Business
Twitter: therobbrown
Networking is a valuable tool for anyone in business. But I do think that people are going about it the wrong way when focusing solely on the social media sites. People need to get out from behind their computers and go to live events, now that is real networking.
Clint Butler recently posted..TSA (Tribal Syndication Association) Going Free
You’re right, Clint, But one size or strategy doesn’t fit all. This blog post points out that for some people in some business situations, the live events don’t work, and don’t need to work. For some businesses and people though, you will need to shake people’s hands and look into their eyes. It’s a case of doing what’s right for you and your business. The fact remains that for many people, traditional face to face networking is a waste of time. They have other avenues of profile raising and lead generation to fall back on.
Rob Brown recently posted..Turning Networking Into Business
Twitter: therobbrown
As an avid networker, sort of, I agree completely with this. Too many people “drink the networking Kool-Aid”. They get one success, and it validates their approach — they think they need to just do more of the same. There’s never any thought as to whether it’s the BEST approach.
And absolutely correct that most people don’t think about networking very strategically. Most people pick networking events based on what night of the week it is, how close it is, and how much it costs to attend, rather than who’s going to be there, and whether the format is really conducive to actually building stronger business relationships (and most networking “mixers” really aren’t).
Lilach — let’s talk. I’ve got a couple more articles along these lines that would make a good follow-up guest post if you’re interested.
Love your ‘Kool-Aid’ example Scott. Networking works for some people, and not for others. The wise people choose those routes to market, those profile raising activities and those lead generation strategies that work for them. Alas, networking doesn’t serve many people. Which is not a problem. Because with the success of social media, there are many other ways to achieve your business goals.
Rob Brown recently posted..Turning Networking Into Business
Twitter: therobbrown
Great stuff here!! Like you alluded to in the post, I think it’s all about ROI. Refreshing perspective!
Twitter: lauraleewalker
Thanks for the encouraging comment, Laura. You rock!
Rob Brown recently posted..Turning Networking Into Business
Twitter: therobbrown
I have to agree with you on so many levels. We seem to be over run with many generic networking groups and the open concepts does bring in a high level of multiples (“the fools run in”) in the same industry. Then if you try to make it an industry exclusive group….you run into issues of many trying to make it too organized like a tips club or too many hungry to control every aspect.
We have found that attending large networking events is great for exposure and being seen. Almost like a billboard advertisement. So long as we are there to just mingle and meet, build relationships and not “make a sale” the events can be beneficial. It does take time though to build those relationships, so one should not assume you will get immediate results.
Angela recently posted..Facebook Timeline for Brand Pages?
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Appreciate your agreement Angela. ‘Fools rush in’ sums it up perfectly. The old adage that people climb mountains ‘because it’s there’ shouldn’t hold for networking. There are many other viable ways to achieve your business goals. Networking is brilliant and certainly works, but not for everyone. Play to your strenghts and ‘pick a lane’ is what I say!
Rob Brown recently posted..Turning Networking Into Business
Twitter: therobbrown
Great information. I spent 20+ years up to my eyeballs in networking when I worked in travel industry sales … these days I fully admit I’m less inclined to participate in the frey. I tend to look for quality conversations – I’ve dropped in and out of several Linkedin groups before finally finding a few that I feel are worth my time. For me the key is quantity rather than quantity.
marquita herald recently posted..The Magic of Truth and Lies (and iPods)
Twitter: martyinmaui
Marquita, I think you meant quality rather than quantity! And I couldn’t agree more!
Rob Brown recently posted..Turning Networking Into Business
Twitter: therobbrown
Lilach,
You bring up a lot of great points about networking. Most people do not succeed at it, because they do not know how and do not spend enough time learning what to do as a networker. However, I do have to disagree with you, because for me networking brings me a lot of great clients who use my services repeatedly. It is like any other form of marketing. It just takes time to work.
Andy
Andy Nathan recently posted..42 Rocking Niche Social Networks
You’re actually agreeing with me Andy – most people don’t succeed at networking. But for those that do, like you, it really works. It may take time, but there can actually be quicker wins with other forms of marketing like social media, because the conversations are intensified and accelerated. Networking is more of a slow burn, unless you are lucky enough to meet the right person in the right room at the right time.
Rob Brown recently posted..Turning Networking Into Business
Twitter: therobbrown
Great post and I tend to agree across the board. The thing is I have done a lot of networking in the past. When i started in MLM, we were using meetings to recruit people in our business. We had 3 weekly meeting and one major monthly event. It take time, dedication and money to attend all these meetings. Networking today is all that you describe and unless you have already established a name for yourself and people recognize you and come to you…it becomes a very time consuming and expensive way to meet people. Also, when you have a family and you need to tend to their needs…it’s hard to accommodate and prioritize both.
Nathalie Villeneuve recently posted..Vibrating At The Same Level = Happiness
Twitter: reachnathalie
As I say to my coaching clients, Nathalie, your network is who you know and your reputation is who knows you. Both are vital in building a successful business.
Rob Brown recently posted..Turning Networking Into Business
Twitter: therobbrown
I’m sorry, but I am going to have to disagree slightly. I am a young professional, and learned in college how to appropriately market yourself, your company, and services on the internet. I’ll be the first one to say that it is incredibly benegicial.
However, to say that face-to-face netoworking is a waste of time is a bit extreme. Yes the ROI for online networking is better, however you bring up the point that many people cannot go into a room and network correctly. I believe that part of the reason for this is because too much empahsis is now put on internet networking, and we have lost sight of how beneficial face-to-face marketing actually is. My know many young adults in my generation feel nervous making a simple phone call to follow up after an interview. Why is that? Its because we were brought up with email and were never forced to make those calls.
I agree with you 100 percent that online networking is a great tool and can really help improve your business if done correctly. However, I do not think face-to-face networking is a waste of time. Even if its for nothing more than to learn and brush up on basic communication skills.
Twitter: KirstenMReed
You may misunderstand the thrust of my post, Kirsten. Networking works. Just not for all people. In fact for many, it is a waste of time. That’s not the fault of networking necessarily. It is a vital skill, particularly for young professionals like yourself. But unless you do it in a focused way, work on your skills like remembering names, working a room, following up and keeping in touch, and be more strategic with it, then I maintain that networking IS a waste of time.
Rob Brown recently posted..Turning Networking Into Business
Twitter: therobbrown
Thanks Lilach for inviting Rob to share his article on networking. There were many great points here. I was at a seminar this weekend, and one speaker said “ignorance on fire” can actually be agood thing if they are the energizer bunny bouncing from one person to another, making all kinds of sales. Thanks Rob!
Twitter: valheisey
I don’t see how ignorance on fire might be a good thing. Better to add some education to your ignorance and conquer the world! But I take your point, Val. Without passion and energy, very little else happens!
Rob Brown recently posted..Turning Networking Into Business
Twitter: therobbrown
Hey Rob, I was going to connect and network with you on linkedin, twitter and facebook BUT, then we might have to get to know each other then you know….bla, bla, bla…
At the end of the day, it always come down to building strong relationships. Don’t you agree?
Terry Petrovick recently posted..What Is the Home Based Business Lifestyle? Before and After…
Twitter: terrypetrovick
Couldn’t agree more, Terry. it’s all about relationships. And with so many connecting and communication tools around (of which face to face networking events are one), there are a variety of ways to achieve that.
Rob Brown recently posted..Turning Networking Into Business
Twitter: therobbrown
Quite an interesting post Lilach. You do put forward very good reasons why it may not be the best idea. I have found people with different ideas. I especially agree with you how using the internet can leverage your efforts and also a healthy doze of one-on-one is always good. Thanks for the thoughts.
Twitter: johnmoussan
When I guest posted this blog for Lilach, I knew I’d be stirring up a few people, John. You sum it up really – a blend of online and offline networking is the most potent strategy to build the partnerships and profile you need for a successful business.
Rob Brown recently posted..Turning Networking Into Business
Twitter: therobbrown
Great post, liked it a lot. Most people I know put on a brave face for networking as if it does not bother them, so I liked the section about businessfolk being more terrified of being in a room of strangers than dying. It’s quite humorous actually, in a dark, Monty Python styled way; a room full of strangers all utterly terrified of each other.
I have to say Rob, so much of what you said here resonated with me. Networking can be hard, just picking up the phone to talk to a prospect never mind putting on a suit to go and face someone. I like the ease of social media, spend 5 minutes and connect with someone, share great ideas. However, the online world in my opinion can and never will replace our need for human touch and re-inforcement. As human beings we are always seeking approval in some form or another and besides that it is nice to actually talk to another person instead of the constant IM all the time.
Networking is a necessity, but not necessarily something most people want to or even will enjoy.
Thank you for a really great post, well written and entertaining.
Keep Moving Forward.
Alan
Twitter: Alan_Turner
Hi Rob, thank you for an entertaining and controversial article that is well written and very easy to consume.
I must say that networking must be one of the most difficult sports in the world and as far as I see it must be learned by most! This is why social media is so big, people are scared to talk face to face and find it so much easier to communicate through IM. But at the end of the day, you still have to build a relationship with people and people crave the human touch so every now and again, we need to surface and brave the world, if only for a short period of time.
Keep moving forward.
Alan
Twitter: Alan_Turner
You hit the nail on the head with this post Rob, I don’t think people actually use all the networks that they may be signed up for, maybe just three or four, I know that’s what I tend to do.
Dave
Twitter: davidgsharp
Great post Rob and great thoughts from respondents. “Kool Aid” is a great example of not working. Like staying in a group waiting for the referral that never comes. Mind you, nothing wrong with groups if you can make them work.
Speaking personally, I do think it is about being very focused about what you want to get from networking and also open to the unplanned and unplannable. I also agree that face to face and social need to be integrated. See my thoughts on this at http://humandynamics.wordpress.com/2011/07/28/a-day-in-the-life-four-powerful-rocknroll-business-networking-lessons/
As much as I agree on some of the “7 reasons why networking is a waste of time”, I think there is room for both worlds to live happily in complementarity. As a new start-up, and not working within a team anymore I found the networking scenario rather attractive and I joined one business network group for women in Central London. Like everything else you need to be discerning on how useful contacts and referrals might prove and how much of your time you wish to dedicate to meet up with other people; overall and since last December I would rate the experience positive, more human, more compelling and as every astute business person knows, purchases are based on emotions and I am a people’s person at heart.
Having said that, I am not partial to the use of social media and currently learning how to use them in the best of my capacities and interests, so I am tweeting away, privately facebooking away, recently blogging away, linkedin..ing away and will probably add some more as I go along. I fully understand that one has to jump on the band wagon and it is fine, however it is also very time consuming. I cannot help wondering sometimes if the social medias followers of fashion are doing any hard work at all?
To be honest, if I were to allow myself an extra hour a day on either networking face to face or doing it through the social media, I would choose the cappuccino person every single time
Twitter: aboutpeople1
Great posts, like this one, with great “juice” (comments), like these ones, is what a “newbie”, like me, needs to learn. Thanks and keep doing so we can learn. And yes, the juice is worth the squeeze.
juan g garcia recently posted..Internet Marketing and Online Advertisement.
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WOW. This is one of the best posts I’ve seen in weeks, simply for the fact that it perfectly articulates what I’ve felt for a long long time. The only points that didn’t resonate with me personally were 3 and 5 but only because they aren’t my issues – they are still clearly valid points and the other 5 reasons I couldn’t have stated better myself. Nicely done.
Doug Cohen recently posted..My Dubious Debut in Sales
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