Most of the time when we're out networking we're doing it because we're looking for referrals to new clients. We tend to be very focused on growing our business, and not on the other benefits of networking.

Building relationships through networking has some side effects that most other forms of marketing don't ever offer. Regardless of how else you're marketing or advertising yourself or your business the only thing you're likely to get, if you do it successfully, is more clients.

The relationships we cultivate through our networking efforts bring us so much more than that. This probably isn't a complete list at all, but it's a start:

Friendships - Think about some of the people you've met through networking. If you're truly building lasting relationships you're going to make some good friends along the way. I know I have!

Opportunities - So many times we don't know what we don't know. In talking with people and sharing with our network we're often made aware of opportunities we never would have known about on our own.

Resources - Probably one of the most impactful side effects is that of finding great people to help you. I doubt that you're very likely to find a really great Attorney, CPA or printer in the yellow pages. How many vendors have you found that you couldn't live without because of networking?

Giving back - I think most of us feel it's important to give back. It can be a real challenge to find good outlets for our money and our time. Often we never know whether or not we had an impact. By giving of ourselves and our contacts we can often give more, and have a much greater impact through networking.

What did I miss? I'd love to hear your thoughts on this. Please e-mail me: scott {at} networkinaustin.com

Look for my next post where I'll talk about our "networking agenda"

Scott Ingram
NetworkInAustin.com