At a recent networking event, I encountered the rare and exotic BCC. As I spoke with someone I hadn't seen in a month or two, I spotted the BCC out of the corner of my eye.  You've seen these people before - Business Card Collectors. They dash madly around a crowded room, tightly clutching a stack of business cards with a crazed look in their eyes, dispensing with mere formalities like handshakes and “hellos” to abruptly exchange business cards with people. They rarely make eye contact and never, EVER, bother with a formal introduction.

Sometimes they even work in pairs, standing back to back as if to cover more ground in the short time they have to frantically collect cards. Any small talk is restricted to “here'smycardcanIhaveoneofyours?” The desperation with which they conduct themselves makes me wonder if there's some horrible Jack Bauer-esque punishment awaiting the BCC who doesn't return to the office with a certain number of cards. 

At this particular event, the BCC stood out because the other people in attendance understand that quality networking is not about collecting as many cards as possible. It's about building relationships. Despite there being more than 50 people at this event, I left with three business cards. The BCC would scoff at me, thinking I'd wasted my time. In fact, the opposite is true.  I reconnected with people hadn't seen in a while and they introduced me to four people I hadn't met. Networking is not about the quantity of business cards you collect, it's about the quality of the relationships you build. 

If you're a BCC or sheepishly recognize yourself in my description of the BCC, do yourself a favor. At the next networking event you attend, approach it differently. Don't simply collect as many cards as possible and immediately add everyone to your mailing list. Set out to have more than a ten-second conversation with, at most, three people you haven't previously met.  Instead of bombarding them with information about your business, ask them what kinds of clients they seek and who they'd like to meet. If their business complements yours in any way, ask to meet them for coffee or lunch to delve a little deeper. 

True quality networking takes time. Don't attend an event, give your 30-second spiel, and expect to get eight new clients. Take your time in getting to know people, learning about their businesses, and the relationships will grow naturally. From those relationships, referrals will blossom. Trust me, I'm a lawyer.