Mastering the Art of Networking

Like when we're little, we're told. Don't talk to strangers. But as adults and professional growth and development, you need to push yourself to do that. Welcome to Driving Growth, the go to market podcast for traditional B2B businesses that are looking to build systems to create predictable revenue growth.

In short, turning their company into a revenue factory. I'm your host, Steve Whittington, president of Roadmap and a believer in one simple truth. Sustainable growth is not an accident. It's engineered.

And my company roadmap is a builder of go to market systems. Today's show how networking actually drives sales. We are doing a masterclass with Melanie Whittingham, a connector closer culture builder. Melanie is the engine behind ten Folds Business Development, a strategic force who doesn't just sell HR solutions.

She matches people to the right support at the right time. Known for making community and connection look effortless. She brings structure to chaos and momentum to every conversation. A friend collector.

Melanie thrives at the intersection of professionalism and purpose. Whether she's negotiating contracts, shaping content, or hosting events, she makes meaningful work feel human. Melanie, welcome to the show. Hey, thanks for having me here.

I'm excited to get started with this great conversation. So I really wanted to bring you on because I've admired how you've built your network and continue to add value to your network in everything you do. So we're going to have you're going to give a masterclass to my listeners about how you do it. And one thing I wanted to start with was a lot of folks, have a, have a challenge with with networking.

They, they just like they get fringy about it. They just like, they feel uncomfortable and like they're just they're not they're not they don't feel like they're capable of doing it. So what do you feel most folks, either sales or business leaders. What is it they misunderstand about networking and the power of it, for sure.

I think a lot of people think networking is transactional, that they're just going in there to get something out of it for themselves. I look at it with a lens of community and, you know, we have a very easily built into our lives personally, our personal connections. And that seems easier when it comes professionally. You have to go outside of your already known people.

So how do you meet new people and add new value to your life and it's community? If you look at it that way, it's different. Okay. So you you frame it as I'm building a community that's going to help and empower and enable everybody to do different things.

And so when you think about that, you're leading a sales team. Do you have folks on your sales team that sort of look at networking as an optional part of their job? And if so, like, why do you think they think that way? I think that because it's expanding and growing and not, not looking at what's in front of you.

So is trying to connect some other dots outside of your scope. So if you have a job that's set to do what you do, but also have that mindset that you're looking for other opportunities, other people to add to the plate. And, and really, it's getting out there and, and finding new people and new connections. So we already know who we know.

And that naturally happens. And you're referral based out of that kind of it dries out quicker. And you know, if you want to keep going and growing your business, you have to expand and, and push yourself out of your comfort zone and meet new people. Like when we're little, we're told, don't talk to strangers.

But as adults and professional growth and development, you need to push yourself to do that and, and have those, ability to reach out and, and try to do that more naturally. And some people, it's not an innate ability of theirs, and they have to work at it and grow to do it. But, I think as professional environments that we're all in, we need to make sure we're doing that as well. And it's not always something that's comfortable.

I am an extrovert, but I know my team members that are introverts, and I'm just trying to guide them along. And sometimes I give them a little bit of, speaking notes or like conversation starters or even that concept of like, well, I'm not expecting you to go and come back with this many cards or that many like transactional things. I just want you to be yourself and go and connect. If it comes up naturally that you're able to help someone or they're able to help you, it just it's a different idea of networking.

It's it's yeah. And you've been doing this like, you know, your entire career early in your career. When did you when did you realize that this is a bigger purpose, that you build this, this network which creates a community? You get intentional about it.

You give back that sort of stuff. When did that when did that framing click for you? Honestly, I had a really big life journey where we moved to New Zealand in 2018 and my network was gone. Okay, okay.

I knew a handful of people in this whole new country, and so I knew I needed to build this again. And being an expert, I thought, oh, this is easy, but you take it for granted. You have your network from your early childhood days and people you went to school with, your university years, your sports activities, the groups you were involved with, community events, my children's soccer, you know, just even like community soccer, like, grew, a network there grew a network here. Now you have all these layers in, like, a web that supports you, and you don't realize it until it's not there.

So. Right. Even when we moved to New Zealand, there was an opportunity I needed to have a babysitter, and I was like, okay, I don't know one. How am I going to just manifest this babysitter?

So I'm at the bank talking to the bank tellers, and I was like, I need a babysitter. And I made them part of my network. So, like, they're like, oh, we got you. And, you know, there's so many instances in your life and whether it's personal and professional that you have this ability to reach out to people that are close to you and they help.

But if it's not there and you're in a whole new place, a new environment, or let's say you've moved to a city or a neighborhood or anything that you have to keep on building or, or learn to build it. So when it wasn't there, it was a big shock. Like, I just it was it felt different than I ever thought it would. And I and I realized I was taking my Canadian network for granted.

So, so with that, in place, you came back to Canada. When? When did you come back to Canada? Oh, Covid like it was a panic moment or, like, didn't know what the world was going to do.

And we're like, let's go back to who we know and have that network to support us and our family. Right. And so we moved home in July of 2020. So realizing the power of network, you came back.

And now looking at this from a lens of how do we actually, move a business forward? The frame is, you know, you build a network, not with the, with the intention of, of community, of adding value as people come in, not being transactional. Now, what are the steps that you would say that you should do to build a network and like, what do they need to what the folks need to focus on, in order to build a network that's powerful, and can actually support, their career and support other people's careers.

Well, that is definitely something I've had to explore in the last couple years of my my role with ten fold HR solutions. So I moved from being more of our internal person, building our team up, and then now into more of an external facing role where I need to build community and new connections for our clientele. And so I had to look at what rooms do would make sense for me to be in. So, you know, if you're going to if you're thinking about, I know we were talking about not that transaction, but what makes sense?

Like where should you be? Like, if you are building your professional, like, you know, if you're in the medical field, you're not going to go to a construction conference. You know, you need to still make sure you're focused where that makes sense. Right?

So, I had to test different little environments and things like that and see what worked more for our, you know, our our connectors are the perfect demographic, you know, kind of sits around organizations that have medium sized businesses that might not yet have hired an HR professional, that they might need us frequently, and trying to figure out what that was. So I would I would go to networking events. And then I realized maybe that that the people were more solopreneurs and not necessarily the right fit, but not that that they couldn't grow to be, you know, somebody that needs us.

But just like, just refining what makes sense and and doing a little bit of an assessment after you go to something. Did that feel right? Is that the right room? Is that the right group?

Can someone actually point me in another direction and, and look at that too. So, you know, our time is money as well. So if we want to make sure you're going to the right things that make sense to you and, and and also, I and, you know, you just never know, like, what that's going to look like. So you have to try out new, new environments to build a beta test spot.

And then once you have a flow and a rhythm and you understand where that makes sense, then you can go, okay, well that worked. I'm going to look for that again and repeat that process. And then when I was building that network, there is certain rooms like the Edmonton Chamber of Commerce that's constantly growing and expanding their coffees have so many new members that always come out that that is a great resource for me, to, you know, continue to be in those rooms and go to those events consistently.

They are doing an amazing job of that. But there's some associations that it's just stagnant. It's the same people every time. And that's okay because you're then exploring those relationships further.

It's almost like a meet up and a reunion every time you see, you know, similar faces, which is great, right? But you're building depth, right? Because it's really. Yeah, yeah.

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com/resources GTM Readiness Index Report and download your copy today. So first thing is to pick the right rooms which would be aligned. If you're looking at this from a lens of, building your business as a sales person or revenue generation, you pick the right room, which is aligned with your ideal client profile. So it's like, listen, we need to make sure that we've got the right kind of people.

Like, for me, I like to get into rooms that have manufacturers of a certain size, that sort of stuff. When I do go to the chamber, I have a different I have a different goal because my ICP tends not to be at the chamber, which is fine. But I do want to have a broader footprint in the greater business marketplace. And so that's, that's that's why I just sort of fluctuate that goal accordingly.

And you know, so I have conversations like this that occur, that sort of thing. Right. So but step one you get the right framework. Step two, you find the rooms that align with your ideal client profile.

Yes. Now, now you've talked about, going back, building depth, that sort of stuff. So now that you've found the right room, what what do you do next when you're in that room, what's the next step? Well, when you've gone to the same room and there's maybe some more familiar faces because that build.

So your first one, you meet, you know, a couple of people, hopefully they're there. And the next time and you, you have those familiar faces and it's a warmer and warmer room. Right, right. So, I have that ability that I feel so much, so much comfort in that, that when I know I'm going to a chamber event, I know I'm going to have a handful of people that I'll typically know.

And here's a couple things that I have started to initiate where if I'm like, is there anyone in the room that you know that I might not know? Can you do an introduction to me? You know, because they will now know more about you. And that's like a building block to that room and a little bit more efficiency, let's say, of, you know, expanding that is like another little, like, secret sauce to being at the networking event, but just even making sure you can step into new groups and pushing yourself to do that, too, outside of your comfort zones and your land spots where you already know some people in that room, but you know, also doing that, as well.

So a mixture of like going to the people you already know and asking them to expand your network with you or just having that, that gumption or confidence to just break into those new groups and just like putting yourself into these new circles, and introducing yourself. And I think that's a really struggle for people is like, you know, they'll go to these events and try to find the people they already know and kind of like hide versus, pushing them. So that's a mistake that you see people making.

They get into this room, they know a few people. They, they, they glue on to them and they don't actually, start to network at all. And what you're suggesting is take those people, you know, and use them as leverage to get an introduction to somebody else. Right?

It's like, you know, you know, Bob. And then Bob, is there anybody else that you know, you know, I should know? Well, hey, go talk to Curtis over there or or Joan or whatever. I think the names that I'm using probably dates me with my age, but.

Right. But that's, that's like using as a leverage, like a referral network. So, so you see that as a mistake that, folks are doing is they get into these rooms that are potentially the, the, the ideal room for the be into and then they don't actually get out of their shell. What.

Is there any other mistakes that you see folks do it. I have had people start the conversation and then realize that I'm not their target person and then actually be like, oh, actually, I'm and they divert or have some sort of excuse to stop talking to me. And, I think that is also, a mistake because I'm a connector. Like, I know the room.

You might not know that I know their room. And, and as they're, like, letting me know who they are. And I lead with curiosity, who are you? What?

You know, what brought you here today? And, what what is a good customer look like to you? I might know someone who is already in that room. Knows those customers that are your customer that I can connect.

These are win wins. So I think that's a problem that I've seen that people are like, oh, you're not my customer. I don't need to talk to you. I can be a little rude, actually.

Sometimes when I'm like, they're being very transparent. So transactional and it's very transparent that they're they're like that way and it's not genuine. Like I'm, they're genuinely wanting just to meet humans. And then as a community we can all help each other.

And I think that's why networking comes naturally to me because that's my outlook. And then you can clearly see people are awkward in this moment and thinking, how many cards am I getting in, you know, and and yeah, I have to go back to my office and tell them this time is valuable. So all right. So let's, let's let's recap here.

So you've, you've created a framework where just like where you really we go with the intention of building community. You find the right rooms you these rooms become warm. You use the, the warm connections that you have to lever into people that you don't know. And then you lead with curiosity where, like, how can I help when you meet somebody?

That sort of stuff. Now we're we're leaving the room. We've met 3 or 4 people say, you know, in a variety of capacities. Maybe it's like just people that you can help or somebody that you might be doing business with.

How do you turn these conversations into relationships? What do you do next after you leave the room? So this is a very important part of the thing. So if you just go to, an event and it just goes away, then nothing happens, right?

And so then people are like, it doesn't work. I went to a networking event and nothing happened. Like, but if you're not doing that next action step, yeah, nothing's going to happen. So that well, I've gotten into a process and I actually block time off in my calendar.

So when I get back to my office from my desk that I have serious steps that I do. So one of the funny things that I do, because my camera roll is like a diary, I actually will lay out the cards and take a photo and okay, just because of that is just something in my in my digital mapping, I will physically write on the cards what I remember in that moment of who they were or what that is, and then look at who I need to connect in hierarchy and how I can help. If there's someone I'm like, oh, this person, I need to introduce this person to this person.

And and why not? And actually, sometimes I promise those connections in person, I'm like, I know someone perfect for you. And then I come back to my desk, and I will do an introduction and email lots of times. LinkedIn.

I'll make sure I connect with them on LinkedIn. Is like one of the first steps. And so I will do introductions using the LinkedIn messaging and link people that way and say, hi, you need to meet so and so and so and so. And if they see that value, they'll help, you know, I'll just start that process or come back to somebody and say I, you know, I was just really nice to meet you.

And then you end up following each other's careers in, in your, in, in that platform, people, you know, get to know you further as they follow you back that that kind of thing. It's it's it's a community. It's a web. It's kind of like little magic.

So even if that like I said, in the past, I wasn't there's not an actual action item just connecting with them on LinkedIn and and showing them that that mattered. There's another thing that I've also been doing is, because I am the face of tenfold HR and showing that we're out in community and doing things. Sometimes I forget, but I want to take pictures while I'm at events and showcase that venue that, you know, that person who was the host, they spend that time and energy to put that event on.

I want to appreciate them and appreciate the event. And also showcase that for other people that maybe they'll come next time and they'll be in the room with me next time in my network. And and so I post things on, on LinkedIn and, and showcase and have selfies with people and appreciate that, there's, you know, momentum to that those processes. And I'll take the, the house and thank them.

I'll take people that I met that day and show that it meant something to me and, and hope that they have that that awareness and people reshare and connect is just a different way to use that platform to. So there's so many different things. And then lots of times, if that makes sense, and, I'll book coffees and lunches with people and just dig in a little bit further, maybe that little bit that they told you wasn't enough. And I want to go in a little further into that realm of getting to know them.

And, and there could be synchronicities sometimes we partner with different agencies in and in and look at sharing our clientele with each other, like your clients could mean me, my clients could need you. Those kind of things. Yeah. Okay.

So let's let's, let's let's codify what you just said because you have a process here. So, you you leave the event, and you've collected some cards, you then you've you've blocked time so that you can have immediate recall and document the conversations. Then, with that done, you've the priority of sounds like you come from most events with more than most people. With 1 or 2 follow ups.

You got to you got to prioritize. So you prioritize what you're going to be doing, and then make connections in various ways. It could be on social platforms and that sort of stuff. Emails and you do that.

So and you've got time right after the event to do it. So it's, it's fresh, it's immediate. Further to that, you basically, promote the event you're at and, and thank the organizers. And then, as you said, tag people in whatever to to again show that you're intentional about what you're doing.

So there's, there's a process here that it's when you when you think about what typically people do, typically people get invited somewhere they haven't really thought about it. They roll in there, they see somebody they know, they stick like that person, like glue. Maybe they get introduced to somebody else because the person they're sticking to says, hey, you need to meet so-and-so. They meet that person, and then they get a card and and then you just they don't do anything with it.

Where on the flip side, what you're doing is that you've come into this with a framing of building community, testing, but finding the right rooms. And when you find the right rooms, you're intentional about it. You lever your connections, you you support, you celebrate, and you connect, and you, you bring a lot of value back to everybody that you connected with, including the organizer of said event. So how are you are recording or articulating or proving the ROI from this?

And what does that look like for for folks listening to this? So, which part of my sales roadmap is that I have repeated behaviors. So I built out the process. I look for events, I have a minimum of events.

I want to make sure I'm going to a month and the month that I'm quiet or I haven't gone to a lot. You can see the activity is lower. So I have now I have, data from my years past where let's say we weren't doing as much as we're doing now and it grows. So the ROI on that, more collaborators, more events, more things, that people are inviting us to, to, propose quotes, things like that so I can draw a direct line.

The PPR post project review also comes in to looking at my sales, what's working, what's not, what should we repeat like? And this is the beginning of the year where you look back at 2025 and said, what are we doing? What are we? And we're going to make sure we're focusing on this year and, and to build that process.

So, and let's say in 2023, we barely, put money into being an exhibitor at Booth and things like that. 2024 we started a little bit with the chamber, and got more comfort and built out that, that kit. And then 20, 25, we were in a lot more rooms that way as well. So like it's diversifying.

You're not only just doing the one thing, you're if you're trying out different things. We actually hosted our very first open house. So the more networking and opportunities and events I went to, the more comfort I felt in hosting my own. So obviously this is working for you.

Congratulations. That's awesome. Your master networker. If somebody is thinking about this, they you know, they just like, geez, I, I've always been thinking, I got to get out network more.

What what where do you think they should start? What would be, you know, your tips to say, hey, do this, do this to this. In a way, you go start. Just go.

Just I remember that first day where I was like, I'm new. I might I have a new job title. I'm supposed to be, you know, doing things and just look for it, look for the opportunities. Find a mentor, find someone that you know that's already doing it and and pick their brain and say, what are you doing?

And how can you help me? One of the first events, I ran into somebody, and they had the same job title, and I was like, what does that mean for you? You're like. And how and what can you teach me?

You know, ask those questions, feel okay being new at it and and and tell people you're new at it and they'll, you know, and just start, you know. Yeah. The community is, very supportive, more supportive than you might think. So I totally agree with with just start, however, I'm going to re reuse the framework that you talked about.

Start with intention. Start with doing a community, building with community, and then pick the right rooms and then know what you ought to be doing when you're in said rooms and leverage the existing network that you have as you take time to build. And then, of course, dedicate time to do appropriate, support and follow up, and, and build deeper connections, and then become, become, become Melanie, become, become known and support, the events that are actually helping people network.

And then it's just a big virtual search. Absolutely. Careers aren't built by just having this pipeline in a CRM. They're built by having connections and conversations and relationships.

And you are proving that that drives the revenue factory of organizations. So thank you for being on the show. And, thank you for sharing, your journey and your wisdom. So other people can go and become master networkers like yourself.

Thank you so much. My pleasure being here. It's a great conversation. Going, through the Q&A with Melanie has inspired me to up my networking game.

And true to form, at the end of the conversation, Melanie invited me to the next chamber event in which she is being profiled. So she is known and she's now being utilized by certain events as a draw. And of course, she is inviting and enrolling others, in her networking process. So if there is one truth to take out of this, it's to start and start with intention.

If you like what you've heard, go to we are roadmapagency.com/podcast to download the Revenue Factory Toolkit in which you will receive mathematical models and a framework for building your go to market system. Also subscribe to the show wherever you get your podcasts. With new episodes dropping on the first and third Wednesday of every month.

I'm Steve Whittington, thanks for listening. Keep building your revenue factory one brick at a time.