Are you a Networker or a Partner? Guess who's the BEST?

I detest networking. I'd rather be drug by my hair across The Mohave Desert on the hottest day of the year then chat it up with a room full of professionals at a B2B marketing meeting. OMG...did I say that out loud?

Um, yes. Yes, I did. 

I am not the least bit afraid to admit to my disdain concerning networking events, and I'd take a wild guess there are others like me. Not only are the early morning breakfast pow-wows a staple among corporations and entrepreneurs alike, but now adding "The Givers" type groups to this genre almost makes me feel sinister to express my true feelings. As a collective group of professionals, I believe we've been sublimely roped into the idea that anything short of croissants, coffee and tribing less than three days a week will be an assured business catastrophe!

Um, this is a lie. 

The truth is networking has to happen. Why? 

To begin, it has to happen because we can't simply toss out a couple of tweets, shoot out a few posts on our blogs, share several Facebook comments, and have hoards of new clients blowing up our phones.

I wish!

Successful businesses incorporate various marketing tools. My favorite example of how and why networking is so effective is a barber.

"Dang, your hair!!! Who did that? I need to visit your people"!!! It might sound like this..."Bro, man who hooked you up? That cut is dope"! Regardless of the jargon, a compliment is a still a compliment. However, the MOST important element of this exchange is our response to these questions.

Is it..."thanks"? Of course, not! We respond to admiration with adulation! We stop, soak in the praise and begin digging furiously for a phone number or a business card to share. In essence, game recognize game!

The answer to the "Why" is gratitude.

It's all about "The Gratitude."

Human nature propels us to show gratitude, often with gifts. Yet, every gift isn't necessarily tangible. Networking is a similar concept. We receive good service and we show our gratitude with a referral. A referral is not a noun in this case, but a verb. It is something we "do". When we move gratuity to action it becomes a gift.

So, how does all this networking, gift-giving, and referral tossing differ from Partnering? Here is The Websters Dictionary definition of each:

Network: a usually informally interconnected group or association of persons (as friends or professional colleagues).
Partner: a person with whom one shares an intimate relationship: one member of a couple.

See a clear difference between these two meanings? This single word variation although informal and intimate, can take your new and existing business from good to great! 

"Great at friendships; bad at intimacy"...Jerry Maguire

Jerry Maguire is one of my all time favorite movies because of the moral of the story (okay, Tom Cruise and Cuba Gooding, Jr, seriously help). Really thought, if you haven't seen it (OMG...do)! It's the account of a sports agent, who has an epiphany and begins to offer quality service over quantity. In the beginning, it appears that this wasn't such a great move as he is left with no clients, other than Cuba. What he learns through their business relationship is true friendship, and in the end the result of this genuine bond between these two men is recognized by virtually everyone in his industry. It becomes the catalyst for the optimum relationship in which to strive. 

Networking allows the connection. The partnership allows the relationship. This question is an easy one. Who do you devote more time and attention to in your life? Your connections or your relationships? 

Exactly. 

Moving forward, take it to the end zone!

Next time you shake a hand, pass out a card, or accept an invitationtruly consider the association beyond the danish and the dark roast. You'll find that those you partner with will always offer you the gift of referral first. 

"The key to business is, personal relationships"...Dicky Fox