Investing in Relationships: The ROI of Networking
Sometimes one random conversation changes everything. You meet someone, talk, and a couple of weeks later they introduce you to the right people.
Investing in Relationships: The ROI of Networking
Sometimes one random conversation changes everything. You meet someone, talk, and a couple of weeks later they introduce you to the right people. This happens more often than you think. I’ve had several such stories myself, where an encounter at an event later led to a job or a project.
**Statistics and Real Stories**
Many job vacancies are already filled through referrals. Here’s an example: my friend Sergey went to a marketing conference in Moscow. There he ran into Nikolay, whom he studied with at the same university. A few weeks later, Nikolay connected him with an HR director from a major IT company, and Sergey got the job. Such cases are not rare. People often find both clients and partners precisely through personal connections.
Another case was with Andrey. He became a co-founder of a startup after a conversation at an event in St. Petersburg. Instead of the usual exchange of contacts, he started with ordinary topics—sports, travel. They got talking about Kamchatka, and in the end, the investor decided to support his project. Sometimes it’s enough just to have a normal conversation.
**How to Increase ROI from Networking**
I’ve tested it on myself more than once: the money spent on a trip or participation pays off. Once I went to a business forum in Kazan, spent about 15 thousand rubles. I came back with three contacts, one of which brought in an order more than ten times that.
What helps:
Preparation: check in advance who will be there. Browse profiles, find common topics. This immediately eases the tension at the start of a conversation.
Talk about your work without hesitation: people remember better those who speak to the point and with interest. A dry list of achievements works less effectively.
Don’t disappear after the meeting: write within a day or two. Mention something from the conversation so the person knows you weren’t just checking a box.
**Networking for the Long Term**
The most effective connections usually don’t start at the first meeting. Anna corresponded with a former colleague for several years, sent holiday greetings, and occasionally shared interesting articles. When she started her own business, he became her first client and helped her reach other people.
What I try to do myself:
- Regularity: I attend one or two events per month. Any more, and you get tired, and the quality drops.
- Variety: I don’t stick only to my own industry. Sometimes the most unexpected acquaintances lead to interesting projects.
- Personal brand: I occasionally write on social media, sharing what’s genuinely useful. People start seeing you as an expert even if they don’t know you personally.
Networking is simply a habit of consistently staying in touch with people who interest you. You don’t have to build a strategy years ahead. It’s enough not to lose contacts and to help others sometimes. Then they help you when needed.
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