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  • Writer's pictureDr. Johannes Ripken

Why business networking is highly relevant for all employees with customer contact


Team of a company

In recent months, I've spoken and collaborated with various companies facing similar challenges: recognising and harnessing the potential of business networking for all employees with customer-facing roles.

This experience has shown that networking is not limited to senior leadership, sales, or marketing. During this collaboration, I've imparted the right mindset and essential methods for successful networking to employees in various positions. In this article, I will describe why networking is crucial for everyone and how it can promote the professional growth of each employee.


Why Networking is Crucial for All Employees with Customer Contact

  1. Customer Engagement and Loyalty - Customer relationships are not solely the responsibility of the sales department. Every employee with customer contact can contribute to understanding customers better and meeting their needs. A robust network allows for deeper relationships and increased customer loyalty. Loyalty is born when there is satisfaction with the service, coupled with sympathy and trust between contacts.

  2. Career Growth - Networking facilitates professional growth, and this extends beyond senior leadership. By building connections and relationships, employees can meet potential mentors and advocates, alongside customers. This allows for personal development and the refinement of one's personal brand – a crucial aspect for anyone looking to advance in their career.

  3. Knowledge Exchange - Networking enables learning from others and accumulating valuable knowledge. This information is not only useful in day-to-day work but also promotes personal and professional development.

  4. Teamwork and Collaboration - Networking contributes to improved communication and collaboration between various departments. Networking doesn't have to be confined to external contacts; it can thrive within the organisation. It fosters better communication, strengthens teamwork, and enhances the company's culture.

Tips for Successful Networking for All Employees

  • Online Presence - Everyone should maintain their professional online presence. This doesn't mean just LinkedIn profiles for senior leadership. All employees should be visible online to expand their reach.

  • Attending Events - Participating in industry events, conferences, and local meet-ups provides an excellent opportunity to make new connections. It's worth regularly attending such events to expand your network.

  • Active Listening - Networking involves not only speaking about oneself but also actively listening to what the contact is saying. Active listening demonstrates an interest in others and deepens relationships.

  • Sharing Knowledge - By sharing knowledge and experiences, employees can help others and establish valuable connections.

  • Patience and Perseverance - Networking is a long-term process. It requires patience and commitment to build relationships and gain trust.

The Benefits of Networking for the Company

Networking benefits not only employees but also the company itself. Here are some advantages that arise:

  • Expanded Customer Base - Through networking, companies can broaden their customer base and acquire new customers. Nurturing customer relationships is often the key to customer acquisition.

  • Enhanced Collaboration - When employees with customer contact establish networks, collaboration across different departments is strengthened. This promotes information exchange and contributes to problem-solving.

  • Higher Employee Satisfaction - Employees who have the opportunity to network and expand their skills are often more satisfied and motivated. This contributes to employee retention.

  • Promotion of Innovation - Networks are often places for the exchange of ideas. New ideas can help companies evolve and stay competitive.

Why Not All Employees Network Already

Although the benefits of networking are clear, some employees hesitate to engage in it. Here are some common reasons:

  • Lack of Time - Many employees already feel overwhelmed and have trouble finding time for networking.

  • Lack of Confidence - Some employees feel insecure and believe they have nothing valuable to contribute.

  • Uncertainty about the Benefits - Some don't fully understand how networking can help them in their current role and see it as a waste of time.

  • Social Inhibitions - The idea of approaching strangers and making contacts can be intimidating for many.

  • Lack of Company Support - In some organisations, networking is not adequately encouraged or rewarded, which can dampen employee motivation.

These obstacles can be overcome when companies and employees recognise the importance of networking and take appropriate steps.


Conclusion

Networking is not an exclusive domain for senior leadership, sales, and marketing. It is a crucial skill from which all employees with customer contact can benefit. The advantages are diverse, ranging from customer retention to career growth. Companies that acknowledge this reality and support their employees can reap the benefits of a well-connected team. It's time to open the door and discover the value of networking for everyone in the organisation.


With this mission in mind, I approach my workshops and presentations. The goal is to develop business relationships to the extent that customers, advocates, and partners become fans.

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