Variety Is the Spice of Life…and Networking!

By BNI & Referral Institute - Jul 24 , 2009

By Paula Frazier

If we professional networkers want to stay in business, we definitely need to spend time with agents, editors, and publicists. They all look alike. And we’ve also got to spend time with writers. And, yes, they all look alike, too.

HOWEVER—Variety is the spice of life!

It’s also the key to a powerful network. Professionals in the book industry that count on qualified referrals to build their business know the importance of meeting new people—not just any people, the “right” people. (I’m not saying that there are “wrong” people, simply that some people are better suited than others to help you.)

All too often, we spend way too much time doing the same old things with the same old people, and there is nothing that will take you down faster than surrounding yourself with too many folks that are too much alike. Limiting your contacts means limiting your word of mouth (referral) marketing efforts!

Forest Gump’s momma was a little woman that made a big statement, “Life is like a box of chocolates…you never know what you’re gonna get.” The same is true of many receptions, boardroom meetings, and book signings that you attend. Often times we walk into a room full of wondrous variety. Experienced networkers know how to relationally sample and select the very best.

I can’t tell you how many networking events I’ve been to over the years. Without exception, some folks usually find solace in the food and drinks. Others are shaking hands, kissing babies, and collecting as many business cards as possible in hopes of finding that one special person that will make their next book a bestseller.

Unless you can take all of those business cards to your local bank and cash them in, it’s probably not in your best interest to become a card collector. Instead, you should attend networking events with purpose—the purpose of connecting with the right people.

I hosted a workshop several weeks ago. Everyone in attendance looked…well…like me—suit on, hair done, laptop in tow, and Blackberry in hand—EXCEPT for one guy. He had on uniform pants, work boots, a sweat shirt and had his hair pulled back in a pony tail. Almost no one talked to him. Why? Because he was so very different!

The one person that did take the time to connect with him, a very smart BNI Executive Director, struck gold. He learned that Jeremy was an auto mechanic. He wasn’t just any auto mechanic: Jeremy was one of two Certified Master Porshe Mechanics in all of Southwestern Virginia. Can you imagine that some of his clients may be part of our target market? Y’think?!

DIVERSIFY YOUR NETWORK BY DIVERSIFYING YOUR CALENDAR:

1. Attend a new networking event with purpose, the purpose of meeting new people.
2. Find a person in the room that no one is talking to and engage them.
3. After learning a bit about who they are and what they do, ask them to introduce you to someone there that THEY KNOW. Diversity, here we come!

At this point it becomes incredibly important to know the difference between contacts and connections. In his recent bestseller, The 29% Solution, Dr. Ivan Misner offers that a contact is someone you know but that you still haven’t developed a strong, trusting relationship with. A connection is someone who knows you, likes you, and trusts you because you’ve taken the time to establish credibility with one another. Card collectors are increasing their surface level contacts. Conscientious networkers are looking for high level connections.

How much money are you leaving on the table by hanging out with people that are already connected to the majority of the people in your existing network? Diversify your networks. Embrace a variety of people to help you market your next project. Get out there, meet someone new, and start digging. You never know when you might strike GOLD!

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Paula Frazier is a referral marketing trainer, consultant and keynote speaker. She is an Executive Director for BNI and part of a select team of Master Trainers for Referral Institute. Paula’s business networking articles have been published internationally. She is also acknowledged in the New York Times bestseller, Truth or Delusion – Busting Networkings Biggest Myths (check out #33, Delusion with a Twist!). Paula can be contacted at paula@referralinstitute-va.com.