8 Biggest Networking Myths

by Anne Baber and Lynne Waymon (Authors & Fitnesss Professional)

Do your sales professionals hate to network? They’re not alone. Sales professionals everywhere say they dislike “schmoozing” with others for the sole purpose of trying to get something out of them. But as every sales manager knows, relationships are what build sales, which means your reps need to get out there and build relationships. So how can you help them bust through their hesitation to “schmooze?” Understand these eight most common misconceptions about networking, as explained by Anne Baber and Lynne Waymon, authors of Make Your Contacts Count: Networking Know-How For Business and Career Success (AMACOM, 2007):

1. “I already tried it; it didn’t work.” Cultivating a rich network of contacts takes months or sometimes years. Look at networking as an ongoing, long-term process.

2. “I’m a senior manager now so I don’t need to network anymore.” You never outgrow the need to network. As you move higher through the ranks, your networking goals simply change. Instead of building contacts to generate leads and referrals, you’ll build them to help better position your company or to benchmark your best practices against others – or to ensure you have places to turn when your job is eliminated, as often happens in the management ranks.

3. “Networking is manipulative. I don’t like the feeling of using someone else for my personal gain.” That’s true – you won’t be able to network successfully if you look at networking as a way to get what you want out of others. Instead, approach networking with the attitude of helping others. Seek to give first without expecting anything in return and the meaningful connections will follow. Moreover, you’ll find you enjoy it more.

4. “I hate making small talk.” If your conversations tend to skitter over the surface of topics, it’s no wonder you dislike networking. Small talk is useless; it is quickly forgotten. Learn to go beyond superficial chitchat and talk about real problems, solutions, and ideas. When you do this, you’ll find your networking conversations are infinitely more rewarding and enjoyable.

5. “I make quota every month. I don’t need to network.” The worst time to begin networking is when you need to. Markets can change, prospects can dry up suddenly, and you’ll need a solid network of contacts already in place to weather these downturns.

6. “I’m a good networker. I hand out business cards to everyone I meet.” Handing out cards isn’t networking. First, you need to make a meaningful human connection; otherwise, your card will just wind up in the trash.

7. “I wasn’t born with the gift of the gab.” Amazingly, only 10 percent of the people the authors interviewed say they come by their conversational skills naturally. For everyone else, it’s hard work. Read books, practice the skills you read about, and over time you’ll find you become adept at having meaningful conversations with others.

8. “I do a good job. I shouldn’t have to network at work; my work should stand for itself.” Smart employees network with internal customers and suppliers; in turn, their contacts alert them to problems before they get out of hand and help them spot emerging needs. Sales managers, in particular, need a network of internal contacts so they can get the support they need for their reps when their reps need it.