Networking is such an interesting word. When I first think of the word, I think about ABC, NBC and CBS – those alphabet soup television conglomerations. They are called networks. Each one brings together the related affiliate television stations around the country or even the globe. Often independent stations want to be part of a network due to the benefits of the shared community.
Various Types of Networks
The computer is the next idea that pops into my head. Businesses have computer networks. They are all connected to at least one server. The network manages the way the computers communicate with each other. In many respects, the network helps to build employee relationships because information can be easily shared. The computer network truly works for the good of the corporation.
There are other networks as well, but I do not usually attach any form of the word to these entities. A religious community is a network, and so is a family. Neighbors are sometimes linked together at the neighborhood level, but not always.
In reality, people associated with most networks do not refer to a process called networking. The term networking is ascribed to business people attempting to function as perfectly as NBC or the Mormon Church.
Selfish vs. Unselfish
Too often the problem with business networking is that too many individuals are actually seeking to establish their own self-interests. With a religious organization, the idea would be to serve God in a manner that also helps all parishioners. With a television network, the affiliates and network headquarters are intrinsically linked in a common objective. They want to provide programming that achieves high ratings.
Within a business networking group, the objective should be to promote the other guy’s business. In this realm the universe is converse. Instead of each one seeking to promote himself, he becomes his sister’s keeper.
A networking group is different than most other groups because there are no natural common interests. In some respects it takes a more spiritually-minded, unselfish kind of person to realize the objectives.
The more natural inclination might be to introduce yourself to others, pretend to be interested in the person or persons to whom you are talking, and then give your dynamic pitch to convert those people who are within hearing distance.
Building Relationships
Imagine for a moment that you walk into a room full of people – potential customers – but in the hour or two that you spend in that room, you never once try to convert. Instead you focus on the people in the room, find common interests, and learn about the other people.
If you truly connect, you may be at the beginning stages of a very cool relationship. Over the course of that relationship you do all within your power to help her grow her business. She goes the extra mile to help you grow your business.
Before you know it you are networked and those in the network are sending customers to you. The network is just like family or your faith group. Sometimes you have to challenge each other to bring the objectives into reality.
Networking: The Action Verb
The word networking is a verb – an action word. In such a group all members are working for the benefit of each other and for the benefit of the whole. Like family, it gets a bit strange from time-to-time, but like family, you can find warmth and caring and extra called profit.
Ricardo Whitaker is the publisher of the Guilford Gazette