The Value of Face to Face Networking

By Claudia Sampson 

May 2010

When people speak of networking today, the first thing that comes to mind is a room full of suits standing around shaking hands, exchanging business cards and "button-holeing" someone in an effort to get a job lead or an introduction to a decision maker at a company of choice. Is it any wonder why most people prefer online networking than "press the flesh" with people they've just met asking them for some type of favor.

So why you ask would anyone want to take time away from their safe havens of meet ups online through social media platforms with folks they know to have an encounter with a perfect stranger? Imagine looking someone in the eyes rather than staring at a photo or viewing a video? There is no comparison. Sure, it's easier to IM or DM someone. But, there's nothing that takes the place of someone listening to you with rapt attention.

The term networker conjures up images of someone seeking to meet as many people as he/she can at an event, collect as many business cards to add to their arsenal of contacts, or cornering you into making a commitment to talk later by saying things like "so when can we touch base?" or "what's a good time to reach you?" Most often times, people will politely sidestep these pointed questions by giving you a non-committal response or instead deflecting the conversation elsewhere.

Why risk derailing a potentially rewarding connection? Instead of "in-your-face" networking, try "schmoozing" instead. What's the difference you ask? Big difference! Most people who are diehard networkers treat it like a job. They come to the event or meeting with an agenda; to meet as many people to sell them something later, or seek out a rain maker or person of influence who can open doors for them. What are the chances you and the networker will cross paths again? Slim to none, unless he/she needs another lead or favor from you.

Schmoozing, on the other hand, is a far more classy and effective way to communicate. Observe the body language, tone and manner of a quintessential schmoozer. Make no mistake, their ultimate reason for attending an event is to uncover an opportunity or make an important connection. But their motivation is to have meaningful, social interactions with people who they may or may not know. When they enter a room, they don't come in like a roaring lion or a meek lamb. They're confident, but not cocky. They put people at ease because they're comfortable in their own skins. When they talk, it's very casual and almost as if they've known you for a long time. They're totally present.