Navigating Networking - Ditch the Pitch

By Sandy Ross

In my networking workshops, we explore what motivates people to mingle at such events – their agendas. Usually, we agree that we loathe prospectors whose only motivation is to make a sale or recruit. You know them – flinging business cards round the room, monopolizing introduction slots, heck, they'd come to the opening of a letter just to spew their me-me-me pitch. Remember, the magic word Mother wanted ... 'please' ... well 'you' is magic, too!Those who network just to pitch to prospects or worse, hoping to close sales, are more likely to be seen as lepers than as knowledge links or how-can-I-help-you liaisons. We who shun prospectors know there are many returns on networking investments – not just cultivating clients – like keeping up on trends, targets, our talent!

So, networking is not group prospecting. What is it then, at its best, and how do you choose the best for you? As in other investments, don't put all your time in one basket. Visit more than one group. Broaden the professional palate with many flavours. Strategic stirring is a recipe that blends a strong base of contacts directly linked to your business, sprinkled with 'off topic' interests for spice. I attend two groups regularly – one specific to my craft, my field; the other, a mix representing my target and current clients. Occasionally, I drop in a few drop in's to other groups of peripheral interest, to explore new areas or find influencers of decision-makers. And, on the advice of colleague Linda Lustins, I add value to the mix with strategic volunteering. Pitch in with peers, represent, serve.

When navigating networking today, reap returns reciprocally. Give away tips, link leads, spark conversations with 'you' inquiries. Don't prospect or pitch ... pitch in instead! The returns are well worth your investment!

Sandy Ross, a wordsmith, speaker and facilitator of The Homepreneur Network and of Word's Worth. 519-472-5322 www.execulink.com/~sross Published in Networking Today, November 1999.