George Torok is co-author of “Secrets of Power Marketing”. He has interviewed over 400 business leaders as host of the weekly radio show, “Business in Motion” on 93.3 CFMU. Check him out. George contacted me a few weeks ago and asked some of the most insightful and intriguing questions I ‘ve ever been asked. Here is part one of our interview.

G.T.: Why do so many smart people fail at networking?
MJH: It’s an accepted fact that success, in business and in life, is directly related to the quality and diversity of the relationships we have, or acquire. Relationships, by their very nature, require trust, time and investment. Smart people know this, often intuitively. But we live in a world that mistakenly promotes instant gratification: instant soup, instant credit, instant results. It’s an almost-overwhelming message that, for the most part, goes against both the research of experts and the reality of life. Many professionals, even the smart ones, fall prey to this fallacy when it comes to networking.
The misguided mindset that simply showing up at an event, connecting with a few people and passing around business cards will cause the phone to ring or deliver instant results is one of the most common misconceptions about networking. When was the last you did business with someone after a thirty-second to three-minute conversation? It just doesn’t happen. Yet invariably, sales and business professionals, event the smart ones, succumb to the premise that networking is a tell-and-sell “instant-results” activity.
Networking cannot, and will not, produce instant results. That is not its purpose, nor should it be the premise. Its primary purpose is to act as a powerful ignition point for a relationship. Its premise is to create a starting point, a foundation if you will, that can, and does, accelerate the relationship-building process. The smartest (and most successful) people long ago realized this fact and have the ability to leverage the power and potential of a networking conversation, no matter how brief. They focus primarily on using these interactions to create a basis for future contact, taking responsibility for fostering on-going contact as they explore mutual value areas. Accepting networking as a delayed-gratification activity is the first step to accelerating relationship-building and increasing results. But of course, as a smart person, you already knew this, right?

G.T.: What bugs you about the preachings of some “networking experts”?
MJH: Too often, networking experts or sales trainers promote networking as a set of canned sentences that can be memorized or as a series of manipulative tactics that provide immediate results. It’s a business-first approach, built on the premise that contact equals commitment. From “What do you do?’ and “Who do you know?” to “Here’s my card.” and “Call me if you need XYZ.” It’s schmooze, sell and move on. Not only does this self-serving approach not work, it complicates and compromises an already anxiety-filled experience. Networking in a business environment is different that a social environment. It brings a different set of challenges and issues. So what happens that has such a radical negative impact on this inbred tendency to interact with others when it comes to professional networking? In a word: business.
The most powerful professional networking skill is not advancing a personal agenda, but building on the relationship spark that arises as a major part of the interaction. This is best done by shifting the focus to the other person’s interests, insights and issues. The effect of this strategy will be to have your conversation partner see you as a caring and competent professional, and open the door to hearing about the value you have. It is imperative to recognize and accept that networking as a business activity produces the best results when it is used not to sell but to sow. What some “networking preachers” fail to address is the fact that networking is a core skill that requires the right combination of attitude, practice and patience.

What is your most effective networking tip?
The most effective tip I can offer to getting more and better networking results is moving away from networking to sell and towards networking to build relationships. This is simple to say, yet difficult to do. It requires courage, commitment and discipline. It involves intent and investment. It flies in the face of our me-first society. But it holds the biggest payoff.

Stay tuned for part two of this episode.

George Torok is co-author of “Secrets of Power Marketing”. He has interviewed over 400 business leaders as host of the weekly radio show, “Business in Motion” on 93.3 CFMU. He is a marketing specialist and executive consultant, executive speech coach and presentations skills specialist. He is available for media interviews and speaking engagements. Call 905-335-1997, visit him at www.georgeTorok.com or email him at George@Torok.com.

George Torok is co-author of “Secrets of Power Marketing”. He has interviewed over 400 business leaders as host of the weekly radio show, “Business in Motion” on 93.3 CFMU. Check him out. George contacted me a few weeks ago and asked some of the most insightful and intriguing questions I ‘ve ever been asked. Here is the final part of our interview.

G.T.: Is networking the poor man’s marketing tool?
MJH: Marketing has been expressed as the entire process that takes a product or service from concept to client. It encompasses every aspect of business and permeates every activity. But the most effective marketing strategies are usually those that offer the biggest impact for the least amount of invested resources. This is more a basis of reality than a measure of size although smaller companies, especially SOHO entrepreneurs or individual business professionals, are perhaps more challenged in marketing effectively. It is a continuous battle for them to leverage their limited time and resources and gain maximum visibility. One of the most common mistakes about networking is the inability of an individual or company to visualize the incredible leverage power and potential this strategy contains.
Most professionals see networking as a one-dimensional activity meant to identify contacts and qualify prospects. This limiting perspective doesn’t allow them to reap the full spectrum of benefits that networking offers. Networking, when viewed as a marketing strategy rather than a prospecting activity, can deliver incredible opportunities and options. The residual impact of joining, then leveraging a networking group includes direct access to the membership, sometimes numbering in the hundreds, but more importantly, to multiple networks through the connections that become available. This potential is available to anyone, for the price of a membership and the willingness to invest in a personal marketing program. This powerful resource is available to anyone who has the vision and the commitment to make it happen. So the truth of the matter is that, in this context, networking is every man’s (and woman’s) marketing tool.

G.T.: Is online “social networking” a worthwhile business networking tool?
MJH: Social networks have taken on a life of their own. They allow us to connect as never before. This is a good news-bad news story. The good news is that we now have access to a huge network of contacts. The bad news is that, without focus or context, most of these are worthless, and only serve to complicate and overwhelm our already overly-busy lives.
So what’s the value of social networks?
Research continues to affirm that we maintain our strongest relationships with a small group (usually no more than a dozen people). It has also confirmed that face-to-face contact is still the most powerful relationship-building vehicle. The other side of the coin is that our increased connectivity allows us to stay in touch better, supporting and accelerating the relationship-building process with these new technology tools. In addition, this increased connectivity does permit access to more and better resources when we do have a need. The bottom line is that social networks are an enhancer to networking, but will probably never replace the human dynamic we require.

G.T.: Any final thoughts?
MJH: The relationships we have, and the relationships we make, hold untold power and incredible potential to propel us in the direction of our goals and dreams. The secret to leveraging this invaluable resource is to continually invest in creating, building and reinforcing more and better relationships. The Laws of Networks reward those who respect their impact and act as an obstacle to those who, actively or unwittingly, overlook their effect. Relationships are the foundation for success in business and in life. They are based on trust, value and contribution. Networking, in its simplest terms, is the process on creating and developing relationships, from initial contact to ultimate outcome. As you connect with others, are you conscious of building trust, adding value and contributing to their success?

George Torok is co-author of “Secrets of Power Marketing”. He has interviewed over 400 business leaders as host of the weekly radio show, “Business in Motion” on 93.3 CFMU. He is a marketing specialist and executive consultant, executive speech coach and presentations skills specialist. He is available for media interviews and speaking engagements. Call 905-335-1997, visit www.GeorgeTorok.com or email him at George@Torok.com.