We have all heard various definitions for “networking”, and by now we all know it is very important in any business. I attended two seminars last week in which networking was one of the key points. One of the speakers didn’t even like using the term “networking” because he said it sounded like a bad word that was way overused. I agree, but the fact is, no matter what you call it, it is important in everything we do, especially at Relentless Media Productions.

When I first started working here, my networking skills were probably sub par, but I feel as though I have made strides in my 10 months of working here. Similar to advertising, networking is not about the number of people you talk to, but the quality of the connections you have with the people you talk to. You can talk to 100 people at an event, and get no leads, or you can talk to 20 people and make a significant connection that builds interest and value for that person, making them more inclined to do business with you.

I’ve also learned that just because someone doesn’t immediately contact you for work, doesn’t mean you didn’t make a good connection or build enough value. Maybe you caught them at a time when their advertising budget had been spent already or they were in the middle of working with someone else. However, if you make a strong enough connection, and you take the time to touch base with that person every once in a while to remind them that you are ready and willing to work with them, there is a good possibility that they will come to you with their next project.

I think the most important skill or tip for networking is persistence. It is important to continue to make contact with your prospective clients, but don’t be annoying either. Find a balance between being a professional contact and coming across as just trying to sell something.