Imagine, if you will, a fishing boat out in the North Sea. The bulging fishing net is being hoisted out of the water, full of fish. And as the droplets of water run down to the bottom of the net, they drip into a steaming hot cup of coffee.
What?
Let me explain. This is a revolutionary way of looking at networking given to me by the ever-excellent Andy Bounds*, which, while it sounds wacky, is a great analogy on networking events.
What do you get in a bulging fishing net? Typically, 3 things: big fish, little fish, and the archetypal Wellington boot. You’ll find the same three things at a networking event. Let’s take each in turn:
Big Fish: this is what the fisherman is really after – the big juicy fish that is going to sell for the most at the market. In a networking context, these are the people that you should go out looking for: perhaps they are businesses with which you could strike up a strategic relationship, or they might be a great potential client. They are contacts that could really help move your business forward.
Little Fish: for every big fish, there will be a multitude of little fish – which while they are useful, just aren’t as valuable as the big fish. Back at the networking event, they are people that you might do a small bit of business with, or may have the potential to refer you the odd client – which again, while useful, won’t move your business forward in any sort of dramatic way.
Wellington Boots: for some reason, fishing nets always contain some rubbish inside – it could be a Wellington boot, it could be an old tyre, it could be a shopping trolley. Whatever, it is of absolutely no use to the fisherman at all. You’ll definitely meet Wellington boots at networking events – they may be tripping over you to get to the buffet, boring you senseless with their life story, or simply just not the sort of person you’ve got any connection with.
It’s clear what the fisherman wants to find in his net – but how do you deal with the three types of people when networking? The Wellington boots – move on quickly (politely of course). The little fish – don’t spend too long with them, because while useful to an extent, what you really need to be concentrating on is finding those big fish.
How should you deal with a big fish? Well, to answer this, it’s time to return to the final (and yes, I know, the strangest) part of the fishing net analogy: the cup of coffee. There’s no point trying to sell anything or finalise a strategic tie up at a networking event itself: no one is there with that in mind. Much better, especially with the big fish, is to look to start to build a relationship, and if appropriate, arrange a time to meet for a cup of coffee at a later date when a proper discussion can be had.
So, next time you go networking, keep a look out for those big fish – and make sure you avoid all the Wellington boots!
* I highly recommend checking out Andy Bounds’ book, The Jelly Effect – http://www.amazon.co.uk/Jelly-Effect-Make-Communication-Stick/dp/1841127604
Charlie Lawson – BNI National Director and Word of Mouth marketing expert, whose passion is to see BNI members succeed in their businesses.
{ 3 comments… read them below or add one }
Hi. I am struggling with your analogy I’m sorry. It ‘feels’ awkward and wrong.
Fishing is commonly thought of as sport, and not building lasting and mutually beneficial relationships. I like BNI’s take on this. Networking is like social and sustainable farming. Growing relationships.
As a fisherman [and believe me, I am not one] you have to find the right bait to out smart the little fish into giving up their lives just so to catch a big fish? Is this really the way we want to be seen?
Also the little fish/big fish analogy in business has rather different connotations. No one wants to be thought of as a ‘little fish’. I urge you to reconsider this business philosophy or perhaps explain it in a way so I don’t feel uncomfortable with it.
Regards
The Wellington Boot.
Hi Glen
Thanks for your comments – perhaps you’ve taken the analogy more deeply than it needs to be. The point I was making was that at networking events, there will always be people there that are of less relevance to your business than others – it’s not that they will particularly know that or be actively labelled as a ‘little fish’.
You’re absolutely right – networking is all about building relationships, so whether the contact you’re talking to is a big fish/important contact or little fish/less important contact – the key is to look to build relationships with them, not to direct sell to them.
Charlie
I think you are spot on with what you have said Charlie, I can recognise all those at any networking event. For me, I think it’s still important to look after the small fish, you never know who they know and how they can help you. Some may know the big fish.
As you say, the most important thing is the cup of coffee. No-one goes networking to buy something, so why go to sell yourself, so identify who would be a big fish for you and book in a meeting over coffee.