Unfortunately many would be networkers drop the ball on the most important and fundamental elements of a successful networking effort.
Doing what you say you're going to do is probably the most critical element of networking. Without getting into some other obvious cheeseball moves it really is critical. Without it you will lose all credibility. Without credibility I promise you won't be receiving any of those referrals you were hoping for.
Let's start with under promise and over deliver. I can't tell you how often I hear "I'll call you," or some other simple promise at a networking event. This is perfectly fine if you're actually going to call the person. If you don't have any intention of calling them then it's time to adopt a new closing comment, not one that destroys your credibility.
I for one have a lowsy memory. Anything I say I'm going to do ingramer for someone at a networking event gets written down on the back of their business card. Even my really good friends are used to me asking for one of their cards when they know I already have all of their contact information. It just gives me an opportunity to write a short note as to the referral, introduction, book recommendation or whatever I was going to do for them. Since it's on the back of their card I also know who I'm going to do it for, and I won't even have to look up their contact information. Later that day or the next day, depending on the time of the event, I simply review my stack of cards and complete this back of the card to-do list.
Do you have your own system for following-up and making good on your promises?
Here's a recent personal example. I was referred to a professional recently and we decided to get together for lunch. He did everything right from the beginning. From calling and setting the appointment to showing up on time for lunch. I was truly impressed by this individual through our entire meeting. He made an incredible and lasting first impression and was all about adding value. At the end of our meeting I gave him a referral off the bat, and asked for 2 simple follow-up items that would have meant more business for him almost immediately.
A day goes by... 1 week... 2 weeks... 3 weeks... over a month. Finally I just give up and call him myself. Lame excuse, lame excuse followed by I'll get you the information.
What could have been was another 5-10 warm introductions from me in a very short period of time. Instead he'll receive nothing. If he can't do what he says he's going to do for me, why would I trust him to do what he says he's going to do for the people I refer him to?
The difference in this one act of neglect was probably worth tens of thousands of dollars.
What are you telling people you're going to do but not doing? What is it costing you? It is absolutely critical that you follow-up on your promises. Even the very small mundane details can have a huge impact.
Business networking has become even more popular lately. As more and more people discover the power of networking the quantity of these networking events continues to grow as does their attendance. Sadly, many are quick to pronounce: "Networking doesn't work," or the equally common: "Networking just doesn't work for me." There are often many causes for these statements, but at the root of nearly all of them is the fact that the would be networker didn't get what they wanted out of their networking efforts... Why not?
Professionals network for many different reasons. Some are looking for a job, or a better job. Others are looking for clients, or to increase their sales. Still others are just wanting to stay in the loop and know what's happening, or to make more social connections (dates?). These are just a few of the more common reasons for networking. There are plenty more.
Sometimes it's obvious why the person you've just met at a networking event is there, but just as frequently it's not clear at all. It's more than likely that an assumption is being made about why someone is networking that may or may not be accurate.
This is where the problem begins. If you are networking because you're looking for a better job, but you have a title that indicates you're in sales nearly everyone will assume that you're there because you want to make some sales or get a few good referrals. The truth might be this isn't what you want at all. This example is pretty obvious. Most of the time it's quite a bit more subtle.
The more subtle situation is far more common. Here those assumptions are working against you again whether you know it or not. Let's say you work for a printer. As soon as someone meets you and they find out you are a printer they've already put you in their own box for what printer means to them and are also guessing at what you're wanting. In the mind of this person you've just met they think: "I just got a new box of business cards and have 3 boxes of brochures in my office, I don't need anything." When what you're looking for is introductions to local non-profit executives because you have a unique program built just for them.
Clearly part of the problem is with us as networkers. We frequently forget to ask enough questions about the people we meet to understand what they're actually looking for. However, our little situation can be more easily rectified by simply asking for what we need.