If you ask Coach Jerry (also known as Jerry Seufert), there’s no substitute for getting out there and networking. Log out of LinkedIn, get in your car (on public transport, whatever) and head out to an event. The nature of the event is almost irrelevant. It could be volunteering at the local animal shelter, it could be visiting a tradeshow or speaking at a conference. Each is an opportunity to build human connections, which, despite the growth of social media over the last 20 years, cannot be replicated online.
Speaking to Customer Experience Magazine at the start of the year, Coach Jerry’s advice was primarily targeted at job seekers in the US. Ironically, most of those interviewed as part of the same feature, said they didn’t attend or even like networking events.
Most cited the difficulty of getting to events, or effort versus return arguments. Some just admitted that after job hunting all day, networking was the last thing on their mind.
If struggling with networking — you’re not alone
Those CX practitioners aren’t alone. Many professionals struggle with networking. Some are intimidated, a lot are introverted, while others are not quite sure why they turned up in the first place.
Lee Jones, growth director, with Elev-8, a UK-based CX consulting firm, admits he used to struggle with corporate networking. By contrast, outside of work Jones is a natural extrovert. He’s the sort of guy that will chat with a stranger in an airport, just for the sake of it.
Unfortunately, his easy going style deserted him in a corporate networking environment. “For someone that has the social ability to talk to anyone, I’ve always found networking at events incredibly hard work, awkward and draining,” explained Lee.
But a switch from a consulting to a commercial role within Elev-8 challenged Jones to up his game. The change in role threw his networking dilemma into sharp focus. Not only was networking a core part of his job, he needed to get better at it.
Jones realised his discomfort with networking stemmed from his intent and his objectives when meeting people. Primarily, his intent in networking was to sell consulting services. But it was apparent fairly quickly this upfront approach didn’t bring the best out in him, or win business.
“I’d go to an event thinking, ‘I’ve got to sell to someone. I’ve got to try hard to get a lead.’ A couple of years ago I flipped that round. I recognised that you can’t build a good network if you’re too salesy,” Jones explained.
“The irony is that creating friendships and building relationships is something I value and enjoy, so just being myself made it easier. Without this, it could look like I intend to sell,” he added.
Rather than focus on selling, Jones started trying to add value. To make sure there was a benefit for other people being in his network.
A genuine approach to connection
“When I started doing that, I found that networking was a whole lot easier. Going into a room and showing genuine interest in people helped. If the conversation doesn’t arise or go the way you want it too, well, that is OK. Just enjoy the interaction,” Jones commented.
Jones heightened sensitivity to his intent when networking has been accompanied by an awareness of his social ‘graphic equaliser’. Depending on the event — whether he is presenting, appearing on a webinar or networking — he is aware he needs to dial up or down certain behaviours, characteristics, traits or qualities, depending on the audience and circumstances.
Jones advises before attending any networking event to ask yourself, ‘how do I want to be today?’ And then adjusting your ‘social graphic equaliser’ accordingly.
Lee Jones will be moderating a session called Making Meaningful Business Relationships at the forthcoming UK Customer Experience Awards 2025. Find details here.