Originally published in the Delaware State Bar Association Journal 

Networking has long been touted as an extremely effective way to find jobs, develop new business and gain a competitive edge. So why do attorneys view networking as such a painful exercise, sometimes avoiding it at all costs? Certainly, the prospect of stepping up and increasing visibility can be daunting, even intimidating. But attorneys do difficult things every day, so that does not explain the elevated level of reticence. Perhaps the real reason is that when we make time to network, we often experience limited results. Consequently, our efforts become sporadic, yielding little progress. It is no surprise that we question whether networking is time well spent. This line of thinking, however, diverts our attention from the real issue which is not how much time we spend networking but the place we choose to network. In short, to get the most out of networking, we need to get out of the comfort zone and step into the sweet spot.  

The Problem with the Comfort Zone 

On some level, networking in the comfort zone makes sense. It allows us to develop a rhythm and gain some traction. It may even spark low level commitment since people rarely stick with things that are consistently frightening and debilitating. The problem with comfort zone networking is not that it’s impractical. The real problem is it is all action and no progress. It’s isolated and periodic. It’s the flurry of business card exchanging at a networking event or the rush of holiday e-cards or the frantic updating of a LinkedIn profile. These may be good individual practices but, absent direction and focus, they can easily lure us away from our real destination: the sweet spot. 

Finding your Networking Sweet Spot 

Defined as the “place where a combination of factors results in a maximum response for a given amount of effort,” the sweet spot has lost some of its meaning to popular culture. The original meaning, found in sports, is perhaps more instructive: “the place on the bat, racket, or paddle where it is most effective to hit the ball.” Using the sports analogy, we find the three steps necessary to catapult our networking into the sweet spot: know your stats, see your target, and practice your technique.  

Know your Stats 

Every athlete undergoes rigorous self-assessment before playing in the game. This process not only helps measure an athlete’s performance level but also shows areas of weakness that could be used to an opponent’s advantage. While we do not often view networking as a competition, there are elements of it that bear a resemblance to one, particularly if the aim is to develop new business. Regardless of the focus, your sweet spot goal is to figure out how to differentiate yourself and make a connection that can be sustained over time. Consider where you add unique value by answering the following questions: 

• Where have you experienced the most success in the last two years? 
• What activity has provided the most personal and professional fulfillment? 
• If you were to leave, what would be missing in your current team? 
• Where is there room for improvement in your skills or professional relationships? 
• How strong is your personal and professional reputation? 
• Are you in the right environment to succeed? 

As you answer these questions, you will gain insight into what makes you stand out. You will begin to understand the environment that promotes your success. And you will find blind spots that keep you from making the kind of sweet spot connections that grow a healthy network. More importantly, your stats provide the foundation necessary to take the next step on the road to your networking sweet spot. 

See Your Target 

Have you ever looked at a stack of business cards and wondered why you collected them? Or worse yet, despite your best intentions, you realize that you have not followed up with anyone? If so, you probably have been engaging in comfort zone networking. This occurs when the connection is too random or vague to gain any traction. What you really want is to maximize your efforts such that 80% of the time you are networking with intention and hitting your target. Start by making sure you are clear on your stats or unique strengths and skills. Think about what specific networking goal will resonate with you. This simple practice of infusing your values and priorities into your networking efforts will give it new meaning and boost your motivation to follow through. Armed with a heightened commitment, start to envision your target. It may be helpful to peruse articles or websites you have bookmarked. Often these are the places where hidden wish lists live. Google conferences relevant to your area of practice and note the keynote speakers or panelists. Could they be likely targets? Or perhaps you want to branch into a new field. Think beyond the usual suspects and focus on who is performing innovative work in this arena. Who appears to stay on top of the latest trends? This line of inquiry will help sharpen your focus and your target will be in clear view. 

Practice your Technique 

  We are what we repeatedly do. Excellence, then, is not an act, but a habit. – Aristotle 

When it comes to networking, wiser words have never been spoken. At the end of the day, knowing your strengths and seeing your target mean little without execution of a plan and consistent work on your technique. Nevertheless, it is important to note that sweet spot networking is not so much about working harder as it is stretching farther. Set high but realistic networking goals and look for ways to make them come alive each day. Resist the temptation to keep your plan on the shelf and be aggressive about removing obstacles. For example, as you practice your technique, you may discover that you are having difficulty articulating the interim moves necessary to reach your networking goal. To remove this obstacle, take a page out of top golfer Jack Nicklaus’ playbook. He once said: “I never hit a shot, even in practice, without having a very sharp picture of it in my head.” He suggests that visualizing what you are trying to achieve, one step at a time, is an effective way of increasing the odds of hitting the sweet spot on a golf club. Similarly, your networking efforts can be greatly improved by chunking your goals into manageable units so that you can see the next steps more clearly.  

In addition, the inability to find time often poses a formidable barrier to practicing networking techniques. It may be helpful to reframe the issue by shifting the focus to quality rather than the quantity of time spent networking. Focus on the one thing you can do each day that will advance your goals. Create a networking to do list with tasks that can be completed in ten minutes, twenty minutes, or an hour. In this way, you remove the excuse that you don’t have time while tailoring action steps to fit your daily schedule. 

Utilizing these straightforward steps, you can make this the year you shift out of the comfort zone and seize all the networking possibilities waiting for you in the sweet spot!