Sunday, June 01, 2008 | Life, In this Issue...
Networking: who knows you?

Walt Lawrence's guide to the schmooze

Dmitriy Shironosov
Quick introductions can pay off in a big way.

Kawasaki Theory of Schmoozing 2.0

Understand the goal.
Get out there.
Ask good questions, then shut up.
Unveil your passions.
Read voraciously.
Follow up.
Make it easy to get in touch.
Give favors.
Ask for favors in return.

By Walt Lawrence

Without Starbucks, text messaging and hybrid cars, man is just another animal, and his animal instincts still drive daily behaviors. Take, for instance, the herd instinct.
An old African saying goes, “On the plains of the Serengeti, you are either part of the herd, a predator or prey.” It’s a primal urge to seek out other herd members for mutual protection (and a chance at sex). That’s survival of the species.

Today this herd instinct, in part, is manifested as networking. But rather than collectively watching out for lions and jackals, Atlanta networkers put their energies into establishing relationships and alliances.

PICKING SIDES

Different groups serve different needs. They can be as simple as a Bible study class or as complicated as a large-scale civic group building a schoolhouse in Guatemala. “We choose the groups that are the most productive for us,” says Bob Schwerzel of Technology Guidance Services and Ritz Group member.

Networking groups, of which there are many in Atlanta, generally fall into three categories: mongrels, nurturers and big hearts. Susan Knox, founder of Corporate Connections, decries the meat-market mentality of networking mongrels. They merely meet as many people as possible just to hand out business cards. To them, receiving a card back signifies an instant friendship. “Real relationships take time and are an investment,” says Knox.

Nurturers are found in those groups that require regular meetings for the purpose of getting to know one another before embarking on any business transactions. “There’s nothing like a face-to-face meeting to determine whether a person is a good fit,” says Bob Garrett of Eclipsys and Lions Club member. Body language, the ability to articulate and getting the basic vibe of another person can all only be measured in a close encounter.

The Big Hearts consider networking to be a by-product rather than the primary aspect of their group. They place meeting a specific civic or philanthropic goal ahead of merely doing business with one another. These members consider their “service above self” (motto of Rotary International) to be a necessary ingredient in forging deep and lasting relationships. As a result of their common toil on community and international projects, a strong bond of trust is built among the members.

MAKING CONNECTIONS

Trust is listed by seasoned Atlanta networkers as the single most important factor in business relationships today, followed closely by compatibility. Mutual interest (interdependency and exchange) is assumed when networkers gather, but plays only a minor role. Network aficionados maintain that trust can be established only face-to-face. “It’s all about eyeballs and bellybuttons,” says Dave Blandford of Worthing Companies and Gwinnett Chamber of Commerce member. “Business people don’t send money to pen pals, but they will to people they know.”
This must-be-present-to-win style of networking is considered “old school” by many young people just entering the workforce. They are more comfortable with MySpace and Facebook as primary networking vehicles. The problem is that these popular Internet sites are tremendous tools for communicating en masse to friends (social networks), but are of limited value generating business transactions. “Our generation really likes to spend time with technology when we’re working on something,” says Jed Johnson, Fellowship Christian School senior and National Merit Finalist.

Growing up with such social networks so easily available fosters a norm of informal and relaxed communications. This carries over to initial business dealings, for example, where inappropriate or poorly-written resumes are routinely sent out during the job search. Often they go directly to decision-makers, even when posted instructions call for a formal application process. The age-old networking dilemma results: Neither person really knows what the other is like.
Next-to-worst case: The resume gets tossed with no consideration. Worst case: Having no feel for the applicant the resume goes into limbo, making this whole process a waste of time. “The computer cannot replace personal networking,” says Doug Higgins, president of American Trust Bank and president of North Fulton Rotary. “But it can enhance the relationships you’ve already established.”

HOW TO PLAY THE GAME

What then are the rules of successful networking? Acclaimed networking maven Susan RoAne (“How To Work A Room”) says that there are eight steps to building strong networking relationships: Talk to strangers, make small talk, drop names, eavesdrop and listen, ask for and offer help, stray from your chosen path, exit graciously without burning bridges, and say “yes” when you want to say “no.” Good networkers know that success happens when preparation meets opportunity.