Mastering the Art of Networking: Insights from Kent Lewis and his First-Class Approach

Networking is more than a buzzword, and it’s certainly more than a skill reserved for salespeople. It’s a powerful way to advance your career, learn from others, and create meaningful relationships that can benefit you and your business. But how do you network effectively and authentically? How do you avoid the common pitfalls of awkwardness, desperation, or self-interest? And how do you turn your contacts into loyal advocates and allies?

As I’ve written about this topic before: becoming a selling organization means adopting a mindset of helping others solve their problems, rather than pushing your own agenda or product. This mindset can also transform your networking approach, as you focus on listening, understanding, and providing solutions to the people you meet, rather than just collecting business cards or asking for favors.

In this blog post, Anvil Media founder, Kent Lewis, will share practical tips and strategies on how to network the right way. Whether you are looking for a job, a mentor, a partner, or a client, networking can help you achieve your goals faster and easier. But it takes more than just showing up at events or sending LinkedIn requests. It takes curiosity, generosity, and a commitment to being great at what you do. And it takes practice, patience, and persistence.

Here’s what Kent Lewis calls the First-Class Approach to Networking

Step 1) Develop a Mission Statement:

While still in college, Lewis created a mission statement for himself: To Educate, Connect, and Entertain.

“There have been three things that I've been passionate about since I was young. Before I even graduated, I came up with the foundation for my lifelong mission statement. I told myself that if I was going to be successful, I should be educating, connecting, and entertaining people every single day. And before I founded Anvil, when I first started learning about this whole Internet thing, I really doubled down on it in my early career. At that point, I started to realize that my network was lacking, and I saw a need within the Greater Portland community. I created my own networking event, pdxMindShare in 1999 and it’s still operating today. Connecting people gave me great joy.”

Few others will share Lewis’s exact mission statement or his vision. He respects that everyone has their own values, goals and aspirations. He encourages everyone to create their own mission statement that reflects their personality, strengths and passions.

Step 2) Get out into the community with a service mindset

Entering unfamiliar situations may not be enjoyable, but it’s important to recognize its value. Stepping out of comfort zones can lead to growth, new connections, and unexpected opportunities.

“I founded Anvil in 2000, and I didn't hire a salesperson until 2013. So, for 13 years, I grew Anvil and built it into a $2.7M business as the only salesperson, just by getting out into the world and doing my best to live my Mission Statement.”

Of course, not everyone is an extrovert. And even Lewis claims he doesn’t necessarily enjoy going into rooms where he doesn’t know anybody.

“I’ve never really gotten enjoyment out of that, but it also doesn't freak me out. Instead of being afraid of who I don't know or what I don't know, I go into a room with a balanced approach. What can I learn? And how can I help? I think it’s important to go into any conversation, any relationship, any introduction by offering both curiosity and provide value by coming in with a service mindset.”

Step 3) Clear your mind of assumptions

According to Lewis, disarming people at events is not only important but also relatively simple.

“People enjoy sharing their stories. But you still must approach it the right way.  If I go up to someone at an event and ask them where they work, I may inadvertently raise their guard instead of lower it. What if they were unemployed and I offended them? Or what if I see on their nametag they work for Nike, and I assume that they're happy working there. That could very well be a false assumption, as not every employee is happy, even at Nike. I learned very quickly to just ask people, ‘What’s your story?’ That allows them to tell me what they think I need to know. Once I get their story, I’m armed to do what I do best: forging connections and educating, by helping them in a credible, memorable, and engaging way.

Step 4) Be curious

Curiosity might be THE key trait for successful networking, especially for sales or business development professionals. Lewis believes that when you meet someone new, and you bring the curiosity of a five-year-old to that conversation, that’s when connections start being forged.

“I like to ask relevant questions about a person’s background, interests, goals and challenges. I love to share my own stories too, but I try to remember the ‘two ears / one mouth’ ratio. Because when I show genuine interest and empathy for their situation, I’m much more likely to find common ground with them.”

Step 5) Apply your skills

For Lewis, this is his chance to entertain people, make them laugh, help them with problems and introduce them to others who may also be able to help. He encourages others to embrace their unique qualities. Authenticity and being true to oneself resonates with others and help build genuine connections. For Lewis, networking is not just a means to an end; it brings him joy. He finds fulfillment in connecting people and leveraging networks, understanding that the power of education, connection, and entertainment can drive his personal and professional success.

Step 6) Be First Class

Easier said than done, perhaps.

“There was a day I’ll always remember when Les Schwab Tires really came through for me. I had a flat tire, and I drove into a nearby Les Schwab and was told I needed four new tires, based on the nature of the puncture and wear in my tires. I wasn’t necessarily happy about the large price tag, but Les Schwab is known for their honesty. As a Pacific Northwest native, I immediately recalled their iconic “free beef” annual promotion, where they hand out high-end cuts from their large ranch in Central Oregon. I told the rep that I wasn't planning to spend $1,100 that day, and half-jokingly added ‘at least can I get some free beef with my new tires?’ The rep apologized and told me the family had recently sold the farm and they no longer offered the promotion. I quickly replied, ‘can I at least get a pack of M&Ms?’ When I came back to pick up my car, I was surprised to find a bag of M&Ms on the dashboard. Impressed, I immediately reentered the store to look for the rep, who was on break. I then checked vending machine in the store, to see if they carried M&Ms, which they didn’t. I could only surmise the rep went to a nearby grocery store to pick up the M&Ms for $.75, just to delight me. And it worked. I tell everyone that story to this day, as it was a smart, affordable way to create a first-class experience in a situation where I should have been mildly frustrated by the unexpected cost of new tires.”

Setting the bar

The strategies outlined above, when implemented effectively and consistently, can grow your network and your career. If you’re wondering what the end goal might be, Lewis has a thought.

“At a recent networking event, I introduced myself to a local tech entrepreneur. When I handed him my card, he immediately recognized the Anvil brand and my name. ‘The Kent Lewis? You’re a legend my friend, I don’t need your card.’ At that point, I knew my decades of educating, connecting and entertaining had paid off.”

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Connect with Kent Lewis and pdxMindShare

Kent Lewis sold Anvil Media in 2022 and is very active in pdxMindShare- a career community he founded in 1999. It aims to bring together professionals in Portland, Oregon for career education, networking and employment opportunities. It offers monthly webinars on various topics, a weekly email newsletter, a local job board, a calendar of events and a LinkedIn group. It also partners with other organizations for in-person networking events.