Emotive networking

Networking is an emotive subject. However I can't help thinking the reason professionals react in the way they do (which can be anywhere between resigned acceptance to downright horror) isn't down to a lack of appreciation of the work an active network can generate, but rather, when networking is mentioned, the default is to think of airless rooms filled with men in grey suits, chewing their way through stale canapés and tepid supermarket wine.

In the words of Dexys Midnight Runners, let's get this straight from the start. I admit it; I am one of those people who leaks cold sweat when faced with a formal networking event (national, regional or anything in between). The only trouble is, I also recognise the majority of work I win is due in some part to my network. This means that, although I steadfastly refuse to network in the traditional way, I know it is a necessary evil so I've had to find different ways to stay in front of my current contacts and add a few more along the way.

Why am I telling you about my approach to networking? Well, you won't be surprised to hear that in the course of working with the professional services, I've come across a lot of people in the same boat. While there are a number of people who can and do 'work the room' successfully, in my experience the majority are more like me. This is why the message that there are alternatives is typically well received, and in the majority of cases, much more successful in terms of return.

The first thing to consider when you're looking for alternative ways to network is to choose something that, a) plays to your personal strengths and preferences and, b) is something you actually want to do. If you can tick both of those boxes you will sow the seeds for real success. Why? Because you will be yourself, you won't find last minute excuses to postpone or cancel and, most importantly, you'll filter the attendees so you have a group who share your interests.

The reason the last point is important is that it will make it more likely that they won't find last minute excuses to postpone or cancel. This will help your relationships to grow long-term, simply because there are genuine shared interests. Likemindedness is a hard thing to quantify and many within the professional services are therefore suspicious about its significance. My response is always to ask that if you had a choice between spending your own time with a potential referrer who shares an interest, or with a potential referrer with whom you have nothing in common, which would you choose?

So what options are open to you? Obviously it depends on your interests but a few things that we've seen succeed include:

Football (playing): one client in the south west has formed a 5-a-side team that involves a solicitor, a trade mark attorney, a surveyor, a banker and an accountant. They all get on well as they made the effort to spend time after each game as well as during it, and the members now refer a good volume of work around the team.

Football (watching): admittedly this is a personal preference but, as such, it's one that I know works. I've seen various groups with fluid memberships use every level of football from the champions league to the conference as an excuse to get together pre-match, have a pint and a chat and create both potential work opportunities and new introductions as a result.

Come dine with me: a tax advisor we worked with in the North West married her dislike of networking with her love of the popular Channel 4 show to create a group comprising of herself, a barrister, two solicitors and a bank manager. They meet every other month, cook and mark their efforts … and create work opportunities for each other.

Ladies property lunch: bored of the beer and sporting events championed by their male colleagues, a group of solicitors, property professionals and bankers in Yorkshire have created a bi-monthly lunch in a pre-set venue, and of a format more conducive to their tastes. To continue a theme, it now generates a wealth of new opportunities of the members.

Interesting pubs group: another group disenchanted with the local networking scene's penchant for organising everything within the beige surroundings of the local All Bar One decided to get together and choose a 'different' pub (in terms of age, selection, history and location) to meet up in every few weeks. While they did admittedly all know each other well beforehand, the addition of a plus one-rule has kept the group fresh and the introductions flowing.

So the next time networking is mentioned, please don't dismiss it; by all means dismiss the traditional model but remember that, with a little creativity, there is always an alternative that will work for you.

Douglas McPherson is a director at Size 10 1/2 Boots

He writes a regular blog about marketing for Private Client Adviser

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