With the sudden onset of COVID-19 and the resulting commercial impacts, I suspect many of us have forgotten this sage advice. I’m as guilty as anyone at the moment of being reactive in my business or having a shorter-term focus, with the view that this situation is temporary. This is particularly obvious in how we network and build connections.
From my recent research on networking in the pandemic, I discovered three signs of this reactivity. Firstly, we are spending much less time networking. Secondly, we are now more reliant on email to keep in touch, opting for the quickest, easiest and cheapest method. Thirdly, we are focusing our attention mainly on existing networks to the detriment of growing potential new networks.
Whilst it may seem easy, and tempting, to replace our previous networking activities with sending mass, impersonal emails to everyone in our contact list, or making phone calls to our key clients, it is not necessarily going to succeed if our goal is to develop and grow our relationships. In fact, it can be risky.
Take some time and consider your strategy. With the future so uncertain it can seem like a waste of time to strategise right now. But we still need goals and a way forward or we will stagnate. I suggest following the steps below to create a shorter-term plan, perhaps just three months, as a starting point.
1. Know your end-goal
What are your goals from networking right now? Write them down and try to be as specific as you can.
For example, do you want to maintain relationships with your top five clients, remain front of mind with senior leaders in your company, or do you want to re-connect with key contacts you have lost touch with. To what end? Is it to maintain your profile, or to keep the work you are getting now? Perhaps your end goal is to set yourself up so that the transition post-COVID-19 is easier.
2. Prioritise your contacts
Start by doing a network audit and be somewhat ruthless. Ask yourself, who are the key people in your network now? Who are the people you are regularly in contact with? Who are the most helpful people in your network?
Those in your “A” bucket will be the top priorities based on your goals. For example, if you want to focus your time on your top 10 existing clients, they will go into your “A” bucket. If you want to broaden your reach and grow your business, you may need to identify some potential contacts that will be a focus for you.
Those in your “B” bucket are still important but may not be as relevant or need as much of your time right now. This doesn’t mean that they won’t move to the “A” bucket if things change. Just remember, it’s not possible to connect with any of your contacts in a quality way if you are trying to reach too many people.
3. Focus on how you will make it happen
Plan your tactics. The initiatives you put in place to develop your relationships, maintain your profile with your contacts and potentially grow your network will depend on your goals and the priorities identified above. These need to be tailored to the individuals and groups you want to connect with, and ideally personalised.
If you are finding your networking is stagnating, or you are not having the response you hoped, stop and take a moment to develop a strategy. It won’t take long, and you will be amazed at how it will inspire you to act and help you measure your success.
Lisa Butler, Managing Director, The Talea Group
