Editor’s note: Veteran entrepreneur and investor Donald Thompson is a regular contributor to WRAL TechWire. His columns are published on Wednesdays.
RESEARCH TRIANGLE PARK – If you’re like most executives I know, opportunities to interact with your professional network shrank rapidly last year as business moved out of the office and into working from home. Most of us were so caught up adjusting to the impacts of the pandemic that our usual outreach to others took a back seat for a while. Also let’s be fair, our attention was drawn to new developments, not least of which was the rejuvenation of the national movement for racial equity. Within that context, it’s understandable that networking has been far from our highest priority.
Now, we have the welcome opportunity to take a fresh look at where we go from here — and to remind ourselves that the old saying is true: your network is your net worth. Because after a year of disconnection from each other, proactive networking is the quickest, most effective means to reconnect. Networking not only helps you find new business opportunities, but it also helps you seek out new perspectives, share knowledge with like-minded people and practice competitive learning.
This is the time to reinvest in your professional network and, as you do, to adopt some new ways of connecting. In 2020 and 2021, Zoom happy hours and Google coffee chats have quickly become the networking norm, but how do you get those meetings in the first place? And how do you make them as impactful as possible? Even though as a natural extrovert, I’m constantly reaching out to founders and executives I think I can learn from, I will tell you that digital networking did not come naturally to me at first.
Here’s what I have learned along the way: despite whatever geographic distance might be between you, it’s still possible to forge powerful, authentic and mutually-beneficial relationships, even if you never have an in-person meeting. How do you do that? Follow these four tips.
- Build a winning profile on LinkedIn.
LinkedIn should be your starting point for agile and efficient digital networking. That was true before the pandemic, but it’s especially true today since business people have fewer in-person meet-ups that happen just by chance. Make sure your profile accurately and authentically communicates your experience, skill set, interests and goals.
Use a professional headshot, an attention-grabbing headline, and at least three personal recommendations so people know exactly what you’re all about. For me, an incomplete profile is a red flag. It feels disorganized and shows a lack of attention to detail. Take the time to plan your profile and complete every section. Show your best self to the world.
- Think strategically about your networking goals.
Stop to consider what you want to accomplish and who can help you get there. Be specific, and be discerning. Are you looking to create opportunities for your business, or push yourself toward personal growth? If you’re a startup CEO in search of investors, what level of investment are you asking for, and which investors seem like they’d be particularly interested in your specific product or service?
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Avoid the temptation to cast a wide net and wait to see what falls into it. Remember that the purpose of digital networking, just like in-person networking, is to build authentic and synergistic relationships based on real connections. In other words, target specific contacts versus spreading yourself thin. Focus your energy on people who have something of real value to teach you. When you find them, reach out with enthusiasm and confidence.
- Know how to communicate what you have to offer.
This is the critical differentiator in any networking relationship. It is easy to know what you want from someone, but it is harder to figure out what you can give. Why would this person want to create a connection with you? What do you bring to the table for them? Imagine they are receiving dozens of networking requests every week. Why should they respond to yours and not the others? Knowing those answers will help you to cultivate a valued, win-win relationship right from the start.
The easiest way to open a conversation is with a sincere compliment. It’s a way of giving something away without looking for anything in return. It doesn’t have to be anything significant, but “I enjoyed your podcast this week” or “that book you wrote years ago really made an impact on me” can easily open the door for connection. Sometimes that’s where the conversation will end, and that’s ok! Remember that you are looking for authentic relationships, not salesy or manufactured connections. Those will only fizzle out anyway.
- Reinvest in your existing connections.
Whom do you already know that you have lost touch with lately? Working from home or a mostly-empty office makes many people feel isolated and eager for connection. In this new business reality, digital relationships are fundamental to maintaining both our mental and social-emotional well being. You can do so much good just by checking in on your old friends and colleagues. Networking is about expanding the concentric circles of your already-established relationships. Work outward, starting with your inner circle. Make a short list of professional connections that you haven’t heard from in the last six months, and send a message to let them know you’re thinking of them.
The people in your existing network can also be a terrific resource for new connections. Ask them to connect you with someone else they know. Those second-level connections will help you grow your professional network quickly and authentically.
When you are beginning any new relationship or checking in on an old connection, start from a place of empathy and kindness. Give people ample time and space to respond, or not. Be patient and forgiving with people who don’t get back to you at all or who get back to you slowly.
Remember to be authentic to yourself and have specific goals in mind. Then, be flexible if things don’t work out as you hoped. You’re building relationships, after all, and sometimes that means just reaching out to see where the conversation takes you. As always, if I can help you facilitate a connection, reach out to me on LinkedIn. I’m happy to help when I can.
About the Author
Donald Thompson is an entrepreneur, public speaker, author, podcaster, Certified Diversity Executive (CDE) and executive coach. With two decades of experience growing and leading firms, he is a thought leader on goal achievement, influencing company culture, and driving exponential growth. He is also co-founder and CEO of The Diversity Movement, a results-oriented, data-driven strategic partner for organization-wide diversity, equity, and inclusion (DEI) initiatives. Donald serves as a board member for several organizations in marketing, healthcare, banking, technology and sports. Connect with him on LinkedIn and at donaldthompson.com.
