There’s been much talk about the subject of networking, this week.

Firstly, @MarieEfthymiou and @Mlle_Estelle ran a great lunchtime learning session at Speed, the slide share presentation for which is seen, below.

Then, after the subject of networking as a sales tool cropped up at Speed towers, yesterday, I was all set to write a quick blog with some of my fail safe tips. But, then, I happened to stumble upon this great article at WomenEntrepreneur that very usefully, makes the differentiation between extrovert and introvert personalities and their preferences towards networking styles.  This great post, taken from the book,  Networking for People Who Hate Networking: A Field Guide for Introverts, the Overwhelmed, and the Underconnected by Devora Zack, made me realise that the same tips and tricks are not going to be applicable to all.

But it’s also worth noting the fact that, often, the problem is less about disliking networking, but more about finding it difficult to reap rewards from it. If you’re a humble person, it’s difficult to wax lyrical about yourself, or your company to a complete stranger – it’s simply ‘not British’. So, as a final word, I do have just one fail safe pointer that goes against many American theories that you will read on the subject of using networking as a sales tool – and is basically rooted in polite common sense. When ultimately, your goal is to sell when you’re networking, forget about the ‘elevator pitch’.  First find out what you can do for the person you’re talking to. Ask them about themselves (how has your day been? Why has it been bad? What are you working on?) and figure out if there is someone, or a resource that you can connect them to, to help (you’ll be surprised at how often you can – us PRs are jolly well read, which is something we often take for granted). Once you’ve offered them something, or even if you haven’t at that time, keep their situation in mind (make a note of it in your contacts database and revisit this often to remind you) and send over any future information, events, articles etc that you think will be of relevance.

Finally, the last point is the one that I would like you to take away with you.  Do not qualify your networking success or failure on the basis of whether you pick up an immediate opportunity.  Successful networkers go in for the long haul and focus on building that crucial area of business that it’s often all to easy to forget – relationships.