How I Unearthed the Networking Pyramid

I have been described as a “seasoned” networker – that probably means an old guy who networks a lot! But it took me a while to realize that that there is a pyramid, or hierarchy of depth or quality, in all of our potential relationships.

Let me describe it to you.

Pyramid Levels

Suspects: At the base of the pyramid are what we call "suspects." These are people who seem open to an approach to offer support.

It is usually better to find out more about suspects before approaching them in person. Many are often misidentified and only randomly picked. Only some suspects (when researched more closely) get to the next stage of becoming "prospects."

Prospects: Prospects are individuals whom research confirms meet the effective network criteria, and they can usually be approached in person. Once again, your initial conversations may reveal that not all prospects have been correctly identified. However, the numbers of people at this level are fewer, and you can be much more patient about getting an answer to this question.

Contacts: Contacts are prospects to whom you have offered support and advice and whose assistance or guidance you have requested on one or more occasions. At this stage, you may have discovered only minor opportunities to call, talk, or contact one another, but you have established the potential to do more.

Advocates: Advocates are contacts that openly promote or advocate the benefits of networking (with you in particular) to other prospects and contacts. Although this may not mean frequent contact, it is likely to be more frequent than with general contacts in your network.

Partners: Partners are the best and most effective networkers that you know. They're the ones you most often call to chat with, to ask advice, or to suggest ideas or options. By this stage, the relationship has generally reached a much higher level of mutual trust and understanding.

Using the Pyramid to Look for Opportunities

You'll want to cast the widest possible net to search for opportunities and discover your networking "suspects" at the base of the pyramid.

This means becoming broadly alert to the many opportunities to network that may present themselves every single day. Many of these opportunities will be posted in newspapers, magazines, on notice boards, in advertisements, on the Internet, and many other sources.

An increased alertness will count for little unless you have a well thought-out perspective on what you are looking for. There is no point in networking for the sake of networking. To an extent, this will depend upon your overall personal networking aims and objectives.

Possible networking goals:

• To increase market share/customers
• To find new ideas
• To learn and develop yourself
• To find a job/work/career
• To find a new colleagues/friends
• To pursue a hobby or interest
• To gain new perspective on topics of interest to you
• To go into business for yourself

Different Kinds of Networking

Every one of these networking goals is a worthy aim in itself, but usually only one or two goals will apply at any given time. Consequently, your networking research efforts will be invested quite differently if your goals focus upon work or career options, rather than upon starting up your own business.

Hence, although a few people will have very wide and diverse interests and a broad array of interesting contacts, our networking pyramids are built according to our specific goals and interest areas. This is often why we talk about a jobs network, a small business network, an education network, and so on.

Networking is not a new phenomenon but with the plethora of sites now specializing in bringing people together, it is certainly something business people should do well.

Personally, I enjoy networking very much -- because I enjoy giving, and I am interested in people.

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Jonathan Farrington is a globally recognized business coach, mentor, author, consultant, and sales strategist, who has guided hundreds of companies and thousands of individuals around the world towards optimum performance levels. He is the CEO of Top Sales Associates, Chairman of The jf Corporation and the creator of Top Sales World.

Jonathan is based in London and Paris.