Focus on your weak ties
In Part 1, we looked at how you often find the most value at the edges of your network; the weak ties. Their value comes from their distance to you.
People who expect a lot of interaction, like close work colleagues and friends make up your strongest connections, which can be time-consuming. Of course, you want to spend time with them, but this is about networking for maximum effect for minimum effort.
Weak connections require relatively little work to be maintained or strengthened. This means you can sustain a higher number of distant contacts.
To be clear, you are not looking to transform weak connections into close ones. In other words, your aim is not to turn your “1's” or "2's" from Part 1 into “3's.” That may happen naturally; sometimes two people connect, and that’s great.
Your goal is to make these contacts warmer, not closer. That way they don’t forget you, and you don’t need to invest lots of time maintaining the relationship. I will return to this in a moment.
Develop new contacts through your weak ties
You can make new contacts through weak ties. This can take you out of your comfort zone, but it is where you will find the greatest opportunities. Make your motto: “Network up, network out.”
Network up
Try to meet people who have greater responsibilities than you do or have had in the past. A strong network has a large proportion of members who are senior to you. Aim high. Find managers and leaders not one, but two rungs higher than your current role. These people have both the authority to make decisions, and the experience to offer great advice.
They will be impressed if you are proactive and come to them offering something, whether that be your time or information such an article or White Paper analyzing a sector or company.
Network out
Network out because you want to access new networks. As we touched on before, it could be a new network can give you access to a new location if you are looking to relocate. It could be new business sectors if you are looking to change career direction. Or it could be similar organizations if you are looking for the next step up within your current field.
Networking out builds visibility. This means that when a manager has a vacancy, you are at the forefront of their mind. Recruiting a new employee is an expensive business in terms of money and time commitment. Companies are always looking for ways to hire without incurring those costs.
I recently had an unemployed client who was offered a maternity contract purely because she had recently connected with a department head on LinkedIn who didn’t want to go through a whole recruitment process to award a 9-month contract.
Ask for referrals if people are too busy
Ideally, your networking endeavors will lead to productive conversations with lots of new people. But not always, it can be a polite “sorry I’m not able to help you.” It will happen. It is not a judgment on you or your abilities. Most bosses are busy and may not have the time at that point to give you their attention, or they may think they’re not the right person to help you.
You now have a choice to make; to be an average networker, or be a superstar networker.
What is the difference? 🤔
One word : referrals.
Superstar networkers go back and ask:
When would be a better time to contact them?
Would they be able to recommend two of their contacts who they think would appreciate your skills?
Sometimes they will offer to make a personal introduction.
Whichever way you choose to network, you must get into the habit of asking, “would you know of two other people you think I would benefit from speaking too?”
Always specify two people, not “do you have any other people I can contact?” By doing that, it:
Limits their commitment, making it easier to respond positively.
The brain finds it easier to answer a defined question rather than a broad, vague one.
Let's recap!
Foster your weak ties as they give you access to whole new networks of people.
Aim to reach out to senior managers and leaders as they are the decision makers.
Set the goal of becoming a superstar networker and always ask for two referrals every time you contact someone.
In Chapter 2, we will look several ways you can ask for help including how you go about finding a mentor.
