Work Your Network

| Total Words: 900

If youre networking with strangers, youre wasting your time. A consultant friend of mine recently complained, Im doing 2-3 networking events a week and Im worn out. When I asked why she felt networking was important, she replied, One of my marketing goals is to do at least 1 networking event a week. (I pointed out that she just admitted to doing 2-3 a week and perhaps doing 1 a week is smart and doing triple that goal is causing some of the fatigue.) But theres much more to the great American business myth of networking.

Myth 1: The more you network, the more effective your networking activities become.

Truth 1: Its much more important to become well-known in 1-2 circles than to spread your networking activities over many different groups. Depth beats breadth every time.

I then asked her how networking was working for her. She said, I dont think I have gotten a shred of business out of it in the last six months. Her rationale for doing networking: Everybody knows that you build a business by networking! Does this make any sense? Or worse, does it sound familiar?

See if this networking scenario has happened to you:

You meet someone for 30...

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