by Michael Whatmore

A neophyte business networker often expects that “if I show up people will want to do business with me.” While luck can sometimes play a role in the game of business networking, it’s not often that we are the recipients of business just because we are in the right place at the right time. This misconception of how business networking functions can lead to frustration and to throwing in the towel too soon on this very important business development tool.

I am reminded of a routine that the beloved Victor Borge presented so well. His story began by recounting the ups and downs of his uncle’s business and how close he came to success before finally throwing in the towel. Mr. Borge’s uncle had invented a soft drink that he brought to market as 1-UP. There were no takers for the product; it was back to the drawing board. What followed were various concoctions named 2-UP through 5-UP. With each attempt, he came closer to perfection and finally introduced 6-UP; while it was the best effort yet, it failed to get traction and he gave up the fight. Victor Borge’s point was that his uncle had come so close to success and then quit … just a little too early.

Business networking is much the same. It requires diligence and patience. Business doesn’t show up until we have demonstrated to others the values that set us apart as business people. Being in the right place has as much to do with how our service to the community is perceived by others as with anything else. Stick-to-it-iveness is an amalgam that says it all. It may be the most critical component to success in building solid business relationships, and for that matter any other relationships.

A concept in business networking that has impacted my personal success is known as “givers gain.” This is a phrase coined by Dr. Ivan Misner, founder of Business Network International. It is simple, yet in its simplicity there is great wisdom. What it boils down to is that as a business person,  I am exposed to many contacts on a  daily and weekly basis. I listen to what others need and I work hard at helping them get what they want, not only for their businesses also in their lives. This view of how business networking functions means that my antennae are always focused on helping others achieve their goals. And when I associate myself with business people who share a similar view, then we all win.

Business networking is relational and it is incumbent on us to build solid relationships if we wish to create business opportunities for others. When the time arises to give a referral, my objective is to bring the parties together in ways that are unusual in business. I always commit the time to crafting a special introduction and this makes me unforgettable. My confidence thrives in the sure knowledge that because of my goodwill, my business networking associates will go out of their way to bring business to me. The essence of a good business networker is, “How can I help you today?”

Michael Whatmore is the founder of Business Coaching Practitioners. As a career manager and entrepreneur he brings more than 30 years of business knowledge to his coaching practice. He is also the managing director of BNI for the San Francisco West Bay Region. Contact Whatmore at 650-444-5881 or Michael@PerceptiveCoach.com.