Networking in Today's Modern World

Times and technology have changed, but women still want traditional networking opportunities.

Diana Conley knew she had to do something. For two years, sales at her 32-year-old company, Advotek, had been at an all-time low, due in part to a down economy and intense competition for computer supplies and services.

In early March, she began an intensive networking effort to win new business. “I had always felt uncomfortable with networking at events because I thought it was too ‘hard-sell,’” she says. “But I listened to several people talk about the networking process, and finally, I got it. Networking is about getting to know people one-on-one – who they are, what they do and most importantly, how you can help them – not vice versa.” As a result, Diana has not only gained three new customers but developed relationships she’s confident will lead to additional new business.

Her experience underscores the importance of traditional networking, which, unlike networking online, via social media outlets such as LinkedIn, Facebook and Twitter, is about face-to-face contact “that can lead to new business, if done right,” according to Meg Herman, director of entrepreneurial services at the Women’s Business Development Center, who oversees Connections Points, a new networking program.

“Client surveys show that women want more networking opportunities,” she explains. “They’re looking for ways to learn from each other as well as meet prospective clients.”

Connection Points brings together business owners from related professions – initially accountants and attorneys. On November 11, the owners of location-based businesses like architecture, construction, real estate and interior design will meet, and on November 30, social media entrepreneurs will gather for “networking, noshing and an update on industry news and trends, delivered by a panel of peers,” Meg adds. Participants can bring their company literature for display on a networking table.

Lisa Elkins, president of 2 Point Perspective, plans to participate in Connection Points and believes that networking is essential. “As architects, we’re in an industry where most of our work comes through referrals, so meeting new people is absolutely essential,” she says. “It’s incredibly rare that someone needs an architect the day I meet them. Therefore, I use social media outlets – LinkedIn, Facebook and Twitter – to stay connected so that, a year or two later, when someone is expanding into a new office space, or considering a new home, 2 Point Perspective will hopefully be top-of-mind.”

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