Networking. Networking. Networking. It's all the rage in today's business world. In almost every business book or seminar, someone is telling you that you should be networking. You should be networking on the job, in your neighborhood, at the country club, and even in church. Yet, with all of this networking advice, I'm amazed at how few people really understand what networking is.

The sad truth is that most people don't network at all, rather they prospect. You run into these people all of the time at networking events. They introduce themselves, tell you about their product or service, hand you a business card and then walk off to find the next potential customer. And those are the "good" networkers. The really bad ones pester you for an order right there on the spot and when they realize that you aren't in the market for their product or service, they beat a hasty retreat in search of the next victim.

These people completely misunderstand the concept of networking. Contrary to popular opinion, networking isn't running around handing out your business card in hopes of finding an immediate customer. As the name implies, the purpose of networking is to build a network.

What is a network? According to Webster's, a network is "a system or structure of interconnecting bonds." Well, my friends, this is what you want to build through your networking activities. You want contacts - people who can put you in touch with other people, whether they are customers, supplies, vendors or potential business partners.

Think of it like you would think of a computer network. In a computer network, most computers aren't connecting directly to one another. Yet, through the use of these interconnecting bonds, all of the computers can talk to one another. That's what your business network should accomplish for you. You want to build connections with people who have connections with people who have connections with other people. This is the real power of networking - leverage.

Networking for DASHers (Part II)

In fact, this is precisely the principle upon which the Internet was built. When you connect to a web site, you don't do so with a direct connection between your PC and the site. You connect through a router, which connects you to another router, which connects you to another router and so on. As a result of this structure, you can connect to any of the more than 1 billion web sites on the World Wide Web.

The key, however, is to make sure that you have a solid direct connection to get you started along the path. This is where most people miss the boat. They never cement the original connection because they take a limited view of the relationship. They meet another person at a networking event and if that person isn't an immediate customer for their business, they sever the line. They fail to realize that the other person could be a potential conduit to thousands of potential customers.

And even when they do realize the potential in the relationship, they often have trouble keeping the lines of communication open. It's simply not enough to go around collecting business cards and making vague promises of "getting together sometime." You must "configure" the network connection. You do this by opening the lines of communication on your end. In other words, you provide a useful connection for your new networking partner into your existing networking. You connect them with a potential customer, supplier, employee, investor, or what have you.

For most people, this requires a major shift in thinking because it requires them to focus their efforts on giving rather than receiving. Yet, that really is the key to success in every aspect of life. If you want a successful marriage, you must focus your efforts on giving to your spouse. If you want to be a successful parent, you must focus your efforts on giving to your children. And if you want to build a successful network, you must establish your connections by providing useful contacts first.

And don't worry about your new networking partner not returning the favor. Most people will be more than happy to help you in the future, if for no other reason, than to keep the connection open. Besides, making the original connection for this person did more than to help you "configure" this connection; it also allowed you to strengthen a connection with the other person in your network with whom you put them into contact. If these two people were able to do business together, then you now have two people who owe you a favor. Either one of these nodes in your network could provide a contact that could allow your business to literally explode.

Therefore, the next time you attend a networking function, keep your eye on the ball. The point of networking is not to make a sale but to make a connection. Therefore, when meeting someone at a mixer, try to figure out how you can help them and not vice versa. Remember, ask not what your network can do for you, but what you can do for your network.