I’m sure we’ve all heard the phrase “Who you know, is just as important as what you know.” While at first glance it may seem unfair, and in direct conflict with many people’s idealistic perspective that the professional world is a complete meritocracy, I think that sentiment isn't true. Getting to know the people who operate and work in the same realm as you, is an important part of any job. It comes with the territory. You can do fantastic work, but if you don’t have any contacts to help get the word out, give you resources to grow, or give you some advice, does it really matter? Obviously, networking is like many things, it comes easy to some, and feels like pulling teeth to others. However, with repetition and some tips, anyone can network to the level they need.

To give some insight into the world of networking, I asked two people who network as a part of their everyday job. They are Christopher DeMorro, President of Sublime Exposure Online, and Angelina Capalbo of Connecticut Innovation Nights. Both are extremely knowledgeable in terms of networking, and were gracious enough to share their perspectives.

Before we dive into some tips that they shared, let’s define networking. Networking sometimes can feel like a buzz word people throw around at will. Networking isn’t about just introducing yourself to others and moving on, it’s about making a connection with someone that can be mutually beneficial for everyone involved. DeMorro points out this need for a true connection:

“For me, networking is about finding common ground, making a genuine and organic connection whether it be with a client, competitor, or just someone I feel my expertise can help.”

As DeMorro states, it’s all about a genuine, organic connection. “For me, my professional and personal networks are often interchangeable.” DeMorro stated, “Friends become clients and clients become friends.” This shows that the connections made in networking are just like the ones in any other interpersonal relationship, and thus should be treated with equal care and respect. It’s all about expanding your connections. Capalbo summarizes it best, “Networking allows people to build business relationships with others they are not already connected with.”

Some may think that the professional world is “dog eat dog” and that there is no time for these real connections if you want to succeed. However, after talking to DeMorro and Capalbo, it’s clear that creating and fostering these connections is of crucial importance to success in the working world. For DeMorro, the significance of networking is clear:

“In a sense, networking IS my profession. As a marketing agency, our job is to create connections for our clients, and the more people within our network, the easier it is to make those authentic connections between like-minded people that really resonates with people. Whether it be via social media, email newsletters, or in-person meet-and-greets, who you know is every bit as important as your talents and skills.”

DeMorro understands that as a marketing agency, having a strong network of people makes every day on the job easier. If connections are already established, introducing messaging for a brand comes with a little extra assurance due to the trust that has already been fostered. It’s no different for Angelina, who knows how important networking is to expanding your company’s reach. “Networking is important in any profession because it allows you to tap into a network greater than the one you already have. Networking is word of mouth advertisement.” If you think of networking as just another part of advertisement, it’s importance becomes clear.

It might feel overwhelming how important networking can be in the working world. After all, some people are just more in tune with it from the jump, while others dread even the thought of it. Luckily, DeMorro and Capalbo were kind enough to share some advice. “The same advice that applies to dating can be applied to networking. Just be you!” DeMorro said, “I don’t like networking for the sake of networking, or just to add names to your virtual rolodex.” It seems that the mindset you approach networking with can have a profound impact on how it goes. Capalbo agrees with this sentiment, “Get to know the person, the connection is made when two people share a common interest.” Capalbo said, “Like anything else, what you put into it distinguishes what you get out of it.” Finding and establishing common interest can be the spark that connects you with another person. At that point, conversation flows naturally out of genuine social interest, and according to DeMorro, it’s better to approach networking with this mindset:

“When I meet someone new, I want to find out about their business, but also them as a person. What are their hobbies, their ambitions, and their mindset? The more we can relate, the more relaxed the conversation becomes, and the connection becomes more authentic.”

Some may see this as too much of a departure from “business” and whatever your goal of networking is. Going into a networking situation with only making a sale on your mind is shortsighted, and while sales are obviously important, it can’t be the only thing that you care about. “Too often I think people approach a networking event as a chance to make a sale or gain a client.” DeMorro said, “While that’s obviously a great outcome, it can also be a huge turnoff if it’s apparent that’s ALL you’re looking for.”

Capalbo had some more sage advice. Two things she mentioned were repetition and being prepared. “Make it part of your regiment and make it a part of your general job duties.” Capalbo stated, “Be hungry to meet people, introduce yourself to others often. Also, have that elevator pitch ready.” This idea of preparedness and consistency lines up with another thing Capalbo mentioned which was patience. “One of the biggest mistakes is expecting something out of networking right away. Like everything, you need to be consistent to properly track your return of effort/time.”

Both DeMorro and Capalbo gave us a lot to think about and work on with networking. They both stated the importance of being genuine in the process of making a connection. Also, being prepared and practicing helps with any skill, but especially networking. Changing your mindset and approach to networking can also help those who don’t feel quite as comfortable with the process. When these things are kept in mind and you make a connection, be sure to follow up. I will leave you with Capalaba’s thoughts on this part:

“Immediate follow-ups to further connect are a must. And when you do, do not immediately ask for something, simply keep the dialogue open, follow each-other, connect online and if its genuine there will be a need to further the conversations or of course continue to see each-other at other networking events.”

Thanks to Christopher DeMorro, President of Sublime Exposure Online, and Angelina Capalbo of Connecticut Innovation Nights!