Now that things are normalizing and the weather is getting better, I am getting back to some habits that helped me to become better both physically and mentally. Our dog Layla consistently wakes me up at 5 AM to go outside. At 6 AM she comes into my office to let me know it's time to feed her. After that, she makes sure to tell me that she wants to go for a walk.
I got out of the habit of listening to Blinks (15-minute audiobook summaries). Then I got my annual renewal notice, and it prompted me to open the app, grab my AirPods, and start learning again.
The cool thing about Blinkist is not only can I complete at least one book on our walk, but it randomly (using AI) chooses the next one based on what I listened to last. I find some gems that I would have never looked at in a library or bookstore.
One of the last ones I listened to was “The Square and the Tower”, subtitled “Networks and Power, from the Freemasons to Facebook” by Niall Ferguson. It argues that most organizations are hierarchical. “It's about emperors, presidents, prime ministers, and field marshals. It's about states, armies, and corporations. It's about orders from on high.” Networks have nodes and have always been with us. From our family, and founding fathers to Facebook, it's about who you know and who they know that forms your network.
I got thinking about how that really helps to define Network Marketing (often confused with more hierarchical Multi-Level Marketing or MLM), Relationship Marketing, and your business-to-business marketing as much more of a network that has nodes that functions within the hierarchy of a company or corporation.
Where is the Power?
Most of us would think that if we can get the ear or heart of the CEO, King, or Owner, we can reach underlings with our messages. But this book talks about Thomas Cromwell who was the principal secretary to King Henry VIII. Cromwell had access to over 20,000 letters belonging to the dynasty, hence he had access, knowledge, and insight that few could have prior to the invention of the printing press.
It's not always the person with the most connections that's important, but rather we want access to the person with the most important connections. So back to my theory that maintaining fewer connections with quality networkers is much more fruitful than riding the coattails of those influencers with the most connections.
I think the power of networking lies not in who you know, but in getting a few people, who know important people, to know you.
The Noid
You may remember an old Dominos Pizza ad that featured a character called “The Noid”. Commercials featuring this character used the slogan “Avoid the Noid”. It was about trying to get a pizza delivered in 30 minutes or less.
We all know the “Networking Noids” on Facebook and Linkedin. They are the ones that connect and pitch you because you are a president, owner, or influencer. They are trying to get your attention to sell their crap, but want to achieve it in 30 minutes or less.
You know the drill… “Hi (insert your name here), Do you guys (insert what you do here)? I see that you do good work with (insert what you do here). But, have you ever thought about offering (insert what they sell here)? I am offering a few 15-minute (insert what they sell here) calls this month (free)”… and so on.
It gets annoying to fend off all the connection and friend requests and I am here to tell you, that when I connect with a person or prospect, it takes WAY LONGER than 30 minutes to get to know them, their needs, and if we would even be a good fit for each other.
The Node
The world wide web (which powers the Noids) is based on nodes. It would be impossible to map a beginning and end. Each computer and server acts as a portal that transfers information from a source to a destination. The Internet may be considered a WAN (wide area network) originally used for telecommunications (think of the Bell System and AT&T). The whole internet is really a collection of WANs that connect you to the world. A LAN (or local area network) keeps the data contained for only those who have been given access.
You can also think of networking as a WAN and LAN. For example, The AMA (American Marketing Association) is a WAN with chapters all over the US and Canada. Each chapter is a LAN. As a member, you have access to the WAN and the LAN. Joining local events and meetups is plugging into the LAN. What I try to get out of that is meeting people who know important people. Then I try to meet them one-on-one (peer-to-peer networking).
The Need
The purpose of that peer-to-peer networking meeting is about who needs what. Not about, “does what I sell, meet their needs”, or “who do they know who needs what I sell?” It's 100% about who I know, that's a quality connection, who can help them solve a problem, with no strings attached from me.
That means that I have to spend time getting to know people and how they help others. If they are unique, legit, and trustworthy, then I can leverage that relationship to provide value to people who know people that may find value in what I do.
It becomes a series of networking nodes, that lead to wider networks that contain quality connections. These connections are how relationship marketing helps businesses grow, thrive and innovate.
Final Thoughts
In this world of generating leads, social networks, and business in the post-pandemic economy, it's not just networking that matters. It's who you are networking with, and who they have in their networks that matter. It's your job to stay connected and keep you, your business, and your network top of mind with them. Active networks create resources, businesses, and friends.
That's what nodes do. They are hubs that interconnect and generate more power than hierarchical systems do. The people at the top matter more in those systems, but in a node network, every connection adds something. Even if it's just another connection that can lead to success for anybody in that node.
“Since you cannot do good to all, you are to pay special attention to those who, by the accidents of time, or place, or circumstances, are brought into closer connection with you.”
– Saint Augustine
Comment below and share your thoughts, ideas, or questions about your networking model. Does your network add value to your business? Do people in your network view you as an asset to them? How can you network more strategically to expand your reach into other nodes?
To learn more about this and other topics on B2b Sales & Marketing, visit our podcast website at The Bacon Podcast
