If one-to-one works, do that

Jul 11 2003 By Nicholas Craig, The Journal

Business networking fascinates me. The well-trodden paths of sport, lunch and business breakfasts work for many, but not for all. Happily, they suit me down to the ground.

However, many colleagues wriggle into ill-fitting networking activities and lose enthusiasm and interest as a result. Networking's invisible rules - attend organised events each month, mingle with like-minded peers, move in packs of polite but predatory professionals - are anathema to some.

We should loosen up our attitude to gaining business contacts. Sincerity wins business. If you operate best on a one-to-one basis, stick to that.

If we customise the aim of networking, which is in essence to gain the trust of a possible customer or colleague, to suit the strengths of the individual, we'll get results more quickly.

I know of training sessions in `how to network' that reduce the first steps in a professional relationship to a mechanical ritual - a sort of `speed-dating for sales'. You have to keep on the move - `work the room' - distributing business cards and smiles with practised charm.

There are colleagues of mine who need no teaching in how to win business and influence people but would run a mile from a prescribed training course.

Feigned interest is sniffed out pretty quickly and can do your chances of creating new contacts more harm than good.

Confidence is key to good networking. The younger you are the more of a problem that can be. I was pleased to hear about the Young Professionals Forum being launched in Newcastle. It serves a purpose in bringing together like-minded people in the same area, who are more than likely to bump into each other many times over the next 20-30 years of their careers.

The informal meetings will help to ensure regional businesses continue to work with each other for decades.

What picks out the winners in successful networking is a combination of hard work, astuteness and relaxed approach. The more you know about the companies and the people you want to talk to, the better.

I must admit my preferred options usually involve good food and/or sport. They offer a superb mix of business and pleasure that has won work and cemented relationships for countless companies throughout the country and will, I hope, continue to do so for many years to come.