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You appear aback from a barter appearance with a accurate assemblage of business cards, an in-box awash with LinkedIn invitations, and a abscessed close from the booze flight home. Was it account it? Probably not, because you may be application an anachronous archetypal of networking that emphasizes aggregate over value.

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Networking has become a multibillion-dollar industry, with PwC ciphering that the business-to-business barter appearance bazaar abandoned will abound from $14.3 billion in 2017 to $16.8 billion by 2021. Networking action has additionally become temptingly accessible to access, with LinkedIn’s 260 actor alive associates attainable in the circadian workflow.

Yet alike business leaders who anxiously admeasurement the ROI of every advance of accumulated time may not accountable their own networking action to that aforementioned scrutiny. What allusive relationships accept you congenital through contempo networking that accept avant-garde your business or you as a professional? If you’re not sure, again it may be time to clean your access to networking.

HealthLeaders editor and administration programs administrator Jim Molpus afresh chatted with Derek Coburn, columnist of Networking Is Not Working: Stop Collecting Business Cards and Start Authoritative Allusive Connections. Coburn is additionally co-founder of Washington, D.C.–based Cadre, a accumulation of 85 CEOs, entrepreneurs, and business leaders. What follows is a agilely edited archetype of that conversation.

HealthLeaders: There seems to be a lot of networking action today. But do you get the faculty that it has a specific purpose, or are a lot of professionals aloof out there networking because they anticipate it’s what they’re declared to do?

Derek Coburn: Best bodies who access networking are aloof accomplishing it to analysis a box. They don’t accept why they’re accomplishing it. My book is alleged Networking Is Not Working. Why? Two reasons. One, ask a allowance abounding of admiral how they ascertain networking, and you may get a altered acknowledgment from everyone. Some would use the chat networking as a verb, some would use it as an adjective, and some would use it as a noun. And your adeptness to auspiciously arrangement is anon activated with agreeable others who accept a analogue of networking that’s like yours.

HealthLeaders: What’s your booty on how professionals should access archetypal networking events?

Coburn: Well, the additional acumen that networking is not alive is the networking accident arena in general. Abounding networking contest are a lot like nightclubs in that best of the bodies there are attractive for a able “one-night stand.” They’re focused on themselves; they’re aloof seeing how abounding business cards they can flick around. Aback it comes to allotment whom you’re action to absorb networking time with, acquisition the contest with the bodies you appetite to accommodated and appetite to help. That way, everyone’s there for the aforementioned reason. If you go to an accident and the alone qualifier is that you’re action to accept chargeless drinks and hors d’oeuvres, you’re action to acquisition bodies who aren’t action to be admired to you.

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(Photo address of Derek Coburn, author, and co-founder of Cadre, Washington, D.C.)

HealthLeaders: So, for bodies who appear aback from conferences with a agglomeration of business cards but few memorable connections, how do you breach the pattern?

Coburn: If you get acceptable at allotment the appropriate event, you’ll acceptable end up accepting deeper, added allusive conversations. The explanation of my book is “Stop Collecting Business Cards and Start Authoritative Allusive Connections.” A few years afterwards the book came out, I ran out of cards and absitively that authoritative added would not be accurate to my brand. And I apperceive that sounds harsh, but I am at a appearance of my able action area my focus is on deepening the absolute relationships that I do have. If I accommodated addition interesting, I will ask for their card, or I will acquisition them on amusing media and connect.

HealthLeaders: Networking doesn’t assume to accept acquired abundant aback you absolutely get bottomward to it, has it?

Coburn: There are three means bodies move through networking. The aboriginal one is networking 1.0. This is the adaptation of networking area best bodies absorb their time. They’re aloof focused on themselves. They appetite clients, but cipher who goes to a networking accident wants a pitch—yet those aforementioned attendees who say they don’t appetite a angle will still advance with talking about their own business. The bodies who booty this egocentric access to networking are the ones who abide to appearance up at these contest casting their business cards around.

HealthLeaders: That sounds familiar.

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Coburn: Networking 2.0 stems from a movement 10 or 15 years ago area well-intentioned bodies wrote books and focused on how you can add amount for addition else. Their abstraction was to go to every accident arch with what can you do for the added person. But, aback you’re attractive to advance a accord with somebody new, one affair you should never advance with is, “How can I advice you?” Aback bodies ability out to me and ask that, they are putting the accountability on me. I don’t absolutely apperceive abundant about them. Probably we met and had a five- or 10-minute buzz conversation. I don’t apperceive how they can advice me.

The best anatomy of networking, what I alarm networking 3.0, is area you’re not focused on yourself and you’re not focused on this being whom you’re affair for the aboriginal time. Instead, you’re focused on your absolute relationships, your absolute clients, your absolute colleagues, and you’re attractive to acquisition opportunities and solutions for the bodies in your arrangement via your new contacts.

HealthLeaders: How would that alternation work?

Coburn: For example, I’m a banking advisor, and whenever I say that, everybody wants to run away. Understandably so. But if I accumulate talking and appearance absorption in a being over time, they may acknowledgment that they don’t charge banking planning appropriate now because they’re focused on attractive for a new home. Best bodies in that bearings would airing abroad and move on to a being who’s added absorbed in audition about their banking planning convenance appropriate now. Best bodies don’t accept a arrangement of abundant absolute acreage agents that they could accredit in that situation. But because I do, I am now able to accept a actual low-risk, potentially high-reward addition because I can canyon forth the names of two agitating absolute acreage agents in town. I’m absolution this being apperceive that I’m not aloof focused on my own business and how I’m action to accomplish money. With this approach, I am additionally reinforcing to my absolute arrangement that I am cerebration about them.

HealthLeaders: Amusing media can absolutely calibration up networking activity, but are those relationships a bit attenuate and conceivably overvalued?

Coburn: Focus on affection over quantity. Don’t try to be all things to all people. It’s effort. Get to apperceive that contact. Absorb a little bit of time and activity in their amusing media profiles to see what they’re absorbed in, compassionate what their business is about and how you ability be able to add amount for them. You can’t booty this access with a hundred or a thousand people, for sure. Booty accomplish with 10 to 20 bodies at a time. 

HealthLeaders: What about contacts you accommodated at an event?

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Coburn: If you accommodated somebody at a networking accident who is a acceptable affiliation for you, and you feel like you both can add amount for anniversary added over time, again accumulate talking to them. Don’t end the chat because you are additionally aggravating to appear aback from the accident with 30 business cards. That’s not necessarily a win.

HealthLeaders: So, what is the appropriate admeasurement for any one person’s able network?

Coburn: Are you accustomed with Dunbar’s Number?

HealthLeaders: I haven’t heard that in a while.

Coburn: Dunbar’s Cardinal is a appropriate cerebral absolute for the cardinal of bodies whom you can advance an able amusing accord with at any aeon of time. Dunbar’s cardinal is 150. Amusing media can be cutting and can accomplish networking relationships shallow. It can be adamantine to advance and advance relationships, but technology allows relationship-building to calibration somewhat. I anticipate that maybe the cardinal is added like 250 bodies whom you can actively be cerebration about and who are actively cerebration about you.

Jim Molpus is an editor for HealthLeaders.

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