For a long time, networking has been a key part of business owners’ strategy, a tool in their arsenal to connect, market and seal deals. Whether it’s a formal breakfast or a quiet business card exchange, a luxurious cocktail hour or an industry-specific conference, networking has long been a focus for leaders in all industries. But, it doesn’t take much for networking to fall short. Exhaustion sets in, results start to dwindle and networking becomes less and less effective. This is called networking fatigue.
What is Networking Fatigue?
There’s a lot of good that comes out of networking, but that’s not to say fatigue isn’t a risk. When you throw yourself into making business connections, and don’t give yourself enough of a break, you’re likely to experience emotional, mental and physical exhaustion, all because you’ve spent too long focusing on repetitive, superficial networking experiences. When you put a lot of time and energy into networking, with no guarantee that your efforts will pay off, it’s easy to feel overworked and underwhelmed.
It’s the same thing again and again. You show up, shake hands, introduce yourself, make small talk and exchange quick business pitches. You leave eventually, usually feeling like you didn’t actually connect with anyone. You then have to follow up, with no guarantee that it’ll be worth your time. When you confuse the quantity of networking with the quality, you’re likely to experience networking fatigue from stretching yourself too thin, getting nothing in return.
Why Business Owners Are Vulnerable
As a business owner, time is one of your most precious assets. Every decision, every minute and every conversation needs to count. You have something to prove, and a lot of competitors to rise above, so networking is non-negotiable. That can make you vulnerable to networking fatigue.
When you’re pulled into networking environments that are full of surface-level conversations with people who just want to sell, pitch, or promote, it’s hard to see the benefits. These networking experiences tend to be mentally draining due to constant small talk and having to socially perform. Before you know it, networking fatigue has set in.
What makes it even more challenging is the expectation to show up. Business owners often feel obligated to attend events for visibility, to spread the word about who they are and what they do, and just in case a lucrative opportunity arises. But, more often than not, those events rarely lead to meaningful introductions, new opportunities or real value.
Quantity Doesn’t Equal Quality
One of the biggest misconceptions in the business world is that networking is a numbers game. It’s not uncommon to find business leaders claiming that the more events you attend, the more people you meet, the better your chances of finding opportunities. But, effective networking doesn’t work that way. It’s not about how much you network, as this leads to networking fatigue with very little gain. It’s about who you network with. Smart leaders know that a handful of meaningful relationships outperform a whole host of superficial ones, without fatigue being an issue. What matters is alignment, trust and shared values. That doesn’t happen in a busy event with a hundred strangers, it happens at curated, intimate dinners.
How Do You Avoid Networking Fatigue?
- Look for Intimate, Quality Networking Environments – Instead of open-invite events with hundreds of attendees with a vast selection of attendees, choose small, curated gatherings. This includes private dinner parties, invitation-only roundtables and peer advisory groups. These settings allow for deeper connections, shared experiences and real relationship-building that goes beyond a 60 second elevator pitch at a crowded event.
- Join Exclusive, Aligned Communities – More and more business leaders are joining highly curated private networks where everyone is vetted for relevance and values. These groups are typically centered around a shared industry or stage of business, common goals or investment interests and values. Within these business communities, conversations are more relevant.
- Prioritise Quality Over Quantity – Rather than spreading yourself thin across dozens of weak business acquaintances, focus on cultivating deeper relationships with a select few people who align with your strategic goals. There’s no telling how many multiple opportunities can come from making one connection, including partnerships, clients, investments and friendships.
- Be Intentional with Your Time and Energy – Before you commit to an event, ask yourself if it’s really worth going. Think about whether the event is aligned with your goals, and whether you’re likely to walk away with something valuable, whether that’s an insight or a genuine connection. If the answer is no, it’s okay to turn down the invite. Networking is more effective when you put your time and energy into the right experiences.
Redefining What is Means to Network
Networking fatigue is real, and it’s a sign that you’re doing too much. Just because you’re putting a lot of time and energy into networking, doesn’t mean that it’s going to pay off. Often, you can get more out of networking from being intentional with how you approach it. The future of networking isn’t about being everywhere and connecting with everyone, it’s about being in the right places, with the right people and for the right reasons. Smart business owners know this.
They invest in forming curated connections and being part of a community of likeminded business owners. They don’t chase visibility, they focus on relevance and they don’t use all of their energy, getting very little out of their efforts. They choose the right events and walk away from every engagement feeling inspired.
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