June 28, 2016

Tips for Networking Effectively in Silicon Valley

One noteworthy element of the culture of Silicon Valley is that there are LOTS of networking opportunities and LOTS of networkers.  Any given evening there will be some networking event going on, and often many to choose from.  Many people in Silicon Valley are working on interesting projects and networking provides an opportunity to find them.  The most important rule of networking is to get out and do it. It is said (attributed to Yossi Vardi), “Serendipity is too important to be left to chance.” Getting yourself out there makes it possible to benefit from chance encounters. If networking is done well, over time it can generate the relationships that are so important to life and work in Silicon Valley.  But if networking is not done with some forethought, it can become a large time drain.

Consider your goals

Generally, before engaging in networking, it is good to consider what you would like to accomplish.  Founders are used to having limited time and too many competing claims on it, and are used to ensuring that every activity earns its ROI.  Networking should be no different, and for the most effective it isn’t, but somehow (perhaps due to the potential presence of alcoholic beverages), people often treat networking with less analysis than they devote to other aspects of their career.  One might engage in networking in hope of finding, for example, a job, a customer, an employee or cofounder, an advisor, an investor, or a business partner.  Not surprisingly, if you know what you are looking for, you are more likely to find it!  But on the other hand, trying too hard can work against you.  People want to network with those who are relaxed, having fun, and interested in exchanging ideas.

Do your homework

Before attending any particular event, do your homework! Who’s going to be there that you’d like to meet? You can often determine this from Evite and Meetup RSVPs, and if the number of attendees is small enough, you may have an opportunity to check out people who you are likely to encounter. View their Meetup profiles if available, or else look for their LinkedIn profiles. By the same token, make yourself visible to others who might be hoping to interact with you by filling out your profile information.  Meetup profiles in particular are specific to each group, so you have an opportunity to present the most relevant information for any given audience.  In the case of a large conference, reviewing the speakers’ profiles can be especially valuable, in helping you to decide what sessions to attend and in preparing you for that chance encounter.  Consider in advance how your work interests might relate to each person’s and what you might have to offer them.

Make it about them

When you do find yourself in front of somebody that would be good for you to know, don’t just focus on accomplishing your networking goals and instead make it about them.  Ideally, don’t talk about yourself unless it’s relevant to the conversation or you’re asked (but of course you can steer the conversation gradually).  People usually like talking about themselves.  Use the conversation as an opportunity to learn about them and look for ways that you can be helpful to them. This approach raises the question of how you can look good when talking about somebody else’s work and interests.  Reading Valley Speak: Deciphering the Jargon of Silicon Valley so you’re up on the lingo and appreciate some of the underlying concepts is a good start.  Then just let yourself be curious.

Another advantage of this laid-back approach is that when you do get to talk about yourself, you benefit from being able to hone the message to what you’ve just learned about the person you are talking with.  In the case of a speaker at an event, you also have the benefit of having heard them talk in depth about their interests and challenges.  With all this information available to you, it’s a waste to just give them a canned elevator pitch.  That’s not to say that you should toss the elevator pitch altogether, just that it might make sense to tailor it to the situation.

Allocate your time wisely

You often have limited time to mingle among many other people.  It’s important to spend your time wisely.  Part of that involves deciding whom to approach.  Especially in a small group, it’s a good idea to find and thank the host.  They are good to know and can introduce you to others with similar interests.  As Sue Shellenbarger suggests, follow whatever nonverbal cues you have available.  They can convey both who is most open to interacting and who is likely to be influential.  These include the way people in a group are arranged, how relaxed, excited, or involved they are, and where they are directing their attention.  But don’t avoid lone individuals or, as Luiz Vieira suggests, groups that look bored.  These can be excellent opportunities to connect, and they will likely be grateful to you for approaching them.  When others approach the group, you, having livened things up, may be seen as the one that they ought to meet.  A similar principle on a grander scale: start your own event series or Meetup group.

Even when you’re at a large event, don’t try to talk to everyone there — make it about quality, not quantity and once you approach somebody, take the time to get to know them.  This is part of being open and relaxed.  There will probably be people who you don’t get to meet, and some of them you will encounter at other events in the future.  When you do decide to break away from one individual to seek out others, as with many other potentially awkward situations, it is best to do so decisively, rather than by exhibiting any lack of interest.  Depending on your attitude, “It was good talking with you.  I’d like to meet other people, but let’s stay in touch.” or “It was nice meeting you. I’m going to get something to drink. Hope to see you at the next event.” might be appropriate.

Keep track and follow up

For people with whom you would like to stay in touch, it’s always good to send a follow-up email or Linkedin invitation afterward mentioning where you met and what you talked about.  (Write that information on each business card so that you can keep track.)  A more specific follow-up email ensures that you’ll be remembered when they receive it, and makes it more likely that you’ll be remembered if they are able to refer back to it when you contact them in the future.

Don’t just collect business cards.  Transfer the information to a form where you can bring up contacts based on their interests and the situations in which you might want to call upon them.  Business-wise, you may not be ready to approach them or they may not be ready to work with you.  In either case, use good judgment in sending notes that are likely to be well-received, such as pointers to relevant articles or events.

With these techniques in mind, you too can network effectively to build those relationships that are crucial to your success in Silicon Valley.

– Steven Ganz