The power of networking

Before we get started, I’m going to go ahead and admit that I’m a non-joiner. While I’m chatty at parties and other social functions, I’m very much a lone-wolf introvert when it comes to how I go about my work. So I know how tough it can be to put yourself “out there” in ways that may not make you terribly comfortable.

That said, being truly successful and productive in this industry requires that you build a network of trusted allies and mentors. Building a vibrant network requires that you put yourself out there in a number of different ways, be it joining professional organizations or attending industry events. If you’re really lucky, you may have even managed to find a true mentor in the business: someone who really has your success at heart and who can be a sounding board for your ideas and help you grow.

Angela Treadwell-Palmer of Plants Nouveau LLC can testify to the power of making connections. “Networking is incredibly important for sustaining my business,” says Treadwell-Palmer. “Plants Nouveau is based entirely on word of mouth and trust. Our relationships with plant breeders and licensed growers starts with networking. We meet people who have new plants in the strangest places, like Hardy Plant Society meetings. Networking with plant geeks, seasoned gardeners and horticulturists is a must in order for us to find new plants and customers.”
 

Join up

If you’re a young professional who’s just starting your horticulture career, it can be tempting to brush aside the need to join professional organizations. You might think they just won’t do you much good so early in the game. They’re also expensive, so joining more than one can often be cost prohibitive when you’re just starting out. But neither of these are good reasons for not joining.

Often, joining a professional organization is the key to opening the door to a great network of allies. Through industry organizations, you’ll meet people who are in many stages of their careers and have a lot to offer. You’ll also make friends with whom you share a lot of common interests. It’s amazing the opportunity that can come from such connections.

I asked Treadwell-Palmer what strategies she uses to build and keep her network healthy. It turns out that being a member of industry organizations is a major part of her networking approach. “I belong to organizations like Perennial Plant Association, IPPS, Garden Writers Association and AmericanHort,” she said. “Attending national trade shows like MANTS, Cultivate, IPM ESSEN, and Plantarium are also a good way to stay on trend and on top of what’s happening in the industry.”
 

Get off the bench

You can’t just hang out on the sidelines; you have to get involved. That means attending industry events and shows. If you’re a young professional, travel to industry events may not be something yet covered by your employer.

If not, have you tried making a case to your boss? You can’t wait around for travel to be offered to you. If you’re a member of an organization, create an itinerary and education schedule for its annual event.

Write up some goals you have for attending and how it will help you improve in your job. Then, pitch it to the boss. Smart employers will see value in a proactive young professional who shows enthusiasm about career growth.

If you’re the employer, do you offer the opportunity for key staff to travel to industry events? While budget is always a major travel consideration, a rejuvenated and inspired employee can offer up big returns in productivity.
 

Share your time

Making the most of your organizational memberships may mean volunteering some of your time, be it serving on a board or committee, volunteering at shows or giving talks. But don’t limit your participation to inside industry groups only. If there is a local botanical garden or nature center, serving on a board committee or offering educational programs for them can be a great way to make valuable connections and boost you and your company’s image. Treadwell-Palmer agrees. “Giving lectures around the country on what we do — and other plant and garden design topics — gives me credibility and also allows me the opportunity to network with attendees.”
 

Seek out mentors

When it comes to finding a mentor, it might happen organically. Often, it won’t. Treadwell-Palmer was lucky enough to have a mentor early on in her career. “I had an industry mentor when I first started,” she says. “He was the owner of the company that hired me straight out of college ... His wisdom and advice will stay with me throughout my career. I can only hope to be as helpful to someone else.”

If you need mentors, you have to make an effort to get their attention. But, you have to do it in just the right way to make sure your targets feel it’s worth their time to extend a helping hand. Hitting up someone you don’t really know for a job, career advice or introductions can be a real turn-off. You’re asking someone whose time is already heavily committed to commit more time to helping someone he or she doesn’t know. Is there someone in the industry you admire? Get contact information and then prepare yourself to be a reciprocal resource. The key is to cultivate a relationship before you start asking for favors.
 

What can you do for me?

A good way to begin new mentor relationships is to provide nice gestures to people you’re turning to for advice. What can you do for them? Perhaps you’ve read a great book you think they’d be interested in or have a great contact you’d like to introduce them to.

Follow them on social media and start sharing their content. Scratch their back and they’ll be more open to scratching yours.

Once you’ve had a few exchanges and you’ve made the effort to be useful, then broach the subject of your needs. Be sure to stay in contact and follow up regularly so that there is an investment of time on both ends in the relationship.
 

Never too old, or too young

Keep in mind that mentors don’t always have to be older than you. Sometimes a younger person in the industry may display a level of passion or creative talent that’s inspiring to you. Seeing value in what I like to call a “reverse mentorship” connection can help reinvigorate you if you feel stagnated.

Conversely, just because you may be at a point in your career where you’re giving out advice, doesn’t mean you’re too old to ask for it. As your career, job duties or business evolves, new challenges will present themselves. While it may seem strange to reach out for new mentorship mid- or late-career, it can be one of the best times to do so. Seeking out advice and inspiration from a trusted colleague or someone whose success you respect can spur breakthroughs. Perhaps you’re on the cusp of launching a new business or really need to make a job change. It’s easy to get into a rut after many years in the industry. Getting fresh, outside perspectives can be just what we need to reach your potential.

If you’re an established industry member, be sure to ask yourself if you’ve done enough to mentor others. Most industry organizations need fresh blood. Consider sponsoring memberships for young professionals or even their attendance at industry events.
 

Ditch the clique

Now, after having made the case for internal industry networking, let me offer a bit of a counter-point. Sometimes you’ll find your best networking connections outside of the green industry. Some of my most powerful networking connections are from supporting industries. I spent a year as a member of Business Networking International (BNI), which resulted in many fruitful connections.

While I’ll admit it seemed a bit hokey at first, with the mandatory lunches and weekly elevator pitches, it turned out to be a goldmine of resources and new opportunities. The real estate agents, mortgage brokers, insurance agents, IT professionals and accountants (just to name a few) I met all those years ago as a youngster are people I still work with today; some are integral to my company operations. Through outside-industry networking, you can often discover key relationships and expert services your company needs to thrive.
 

The social network

Last but not least, please update your LinkedIn profile. LinkedIn is a powerful networking tool that offers an excellent opportunity for exposure. Whether you’re hiring or looking to get hired, keep your profile up-to-date, join groups and post relevant content regularly.

Leslie (CPH) owns Halleck Horticultural, LLC, through which she provides horticultural consulting, digital content marketing, branding design, advertising and social media support for green industry companies.  www.lesliehalleck.com