Networking

Have you ever gone to a networking function and seen THE person who you feel could help you most there, except that person is surrounded by people ALL the time? Have you ever tried to enter into a conversation with that circle of people, only to have gotten the feeling you were intruding? How do you get an audience with a person who is constantly surrounded by “gatekeepers”? This happens often at gatherings that do not have a structured agenda- in other words in places where open networking is promoted. Here’s an effective approach to meeting the person you want to meet.

Watching the people that surround your prospect will tell you a lot about each person’s connection to the prospect. There will be people who are there as casual acquaintances, and others who have strong ties to your prospect. The ones with the stronger ties are usually the most helpful in accomplishing your goal of meeting this person. They have already built a relationship with your prospect and can now help you begin to build one as well.

Sooner or later, one of the people who has a strong tie with your prospect, will leave that group. They will head for food, drinks, or a restroom. This is your opportunity to speak with this person away from the group. Once separated from the group, these people are usually very friendly and helpful, even though they were very protective of their “space” when in the group.

Be prepared with a casual non-threatening comment about the weather, the food, the attendance, or anything else that is appropriate for that gathering. You will usually get a positive response to comments of this general variety. Also, be prepared to request an introduction to the person you wish to meet. Something like, “I see you know Mr. Magoo. I wonder if you would mind introducing me to him? I would be interested in finding out more about what he does. I might be able to refer some work his way in the future”. Notice that this request is to meet Mr. Magoo so that you might refer him some business and not the other way around. You must really want to help Mr. Magoo, too, or you won’t sound sincere.

You have just told this person that you want to help their friend, Mr. Magoo. You haven’t said that you want Mr. Magoo’s help. Until you build a relationship with Mr. Magoo, you probably won’t get his help. The first step to building that relationship, is getting that introduction. Mr. Magoo’s friend has an opportunity to bring you and Mr. Magoo together, and Mr. Magoo could benefit. This is a win- win situation. This is the beginning of building a relationship that will be mutually beneficial. Giving before receiving- it works every time.

Ok, you’ve gotten introduced. What do you say to start building a strong business relationship? Next week’s column will address what to say next.

Nancy Roebke, is the Executive Director of Profnet Inc, a professional business leads generation corporation. We bring business professionals together in a non-competitive environment to help each other make more money.

mailto:execdirector@profnet.org http://www.profnet.org

Copyright c Nancy Roebke

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You’re at a networking function and you’ve made that all-important contact. You want to get help from this individual but you know that you need to start working on building a relationship with them first. How do you do that?

The hardest thing for people to understand about networking functions is that very little real business gets done on an initial contact at these functions. If you go into the function NOT EXPECTING to get business, but to make contacts, you will have a far greater success rate. When your approach is one that is obviously intended to drain your current contact of all of their contacts and resources, you will be met with opposition.

You need to draw the attention away from yourself and onto the business prospect at hand. I have found that a great response when asked to introduce myself at a function is to state my name, and my company’s name, followed by “I am here to see how I might best be able to refer some business to your firms”.

Yes, you read that right. I don’t make any attempt to talk about what I do. “But”, you say”, how will I get any business for my firm if I don’t TALK about my firm?”. You won’t get any anyway, in most cases…People have no relationship with you. But they will if you take this approach. This opens up a whole new avenue of discussion- THEM!!

People love to talk about themselves. They could spend DAYS at it. The conversation should center around THEM- what they do and how they do it, how they got their start in that field, what changes they have seen in their industry- anything about THEM.

The goal here is to find a reason for a follow-up contact. A contact that can be made away from this group environment. In other words- a one-on-one contact. I have gotten into the habit of writing notes on the back of business cards about points brought out by the prospect which could aid me in a follow-up contact.

This follow-up may be business or it may be personal. I have found information in the newspaper about a firm’s competition and forwarded it to my contact with a note saying- “Thought this might interest you”. I have also heard about people’s families and seen info about their children’s Little League team and forwarded that.

It doesn’t matter what prompts the follow-up as long as it PERSONALLY matters to the prospect- to their work or to their family. It proves that you were listening and that you are willing to give before you receive.

It also sets you apart from all the people who are at these functions trying to push their own business. It helps you get past the “gatekeepers” when you can say “I’d like to speak to Mr. Jone’s about the info I sent him about his son”. You always get connected to him and remembered by him.

I attend many functions and never mention to anyone anything about what I do. I spend the whole time listening and writing. I understand I am not going to “close any sales” then. These people don’t know me. But before I leave, I know a lot more about them.

Next time: What do you say when someone finally does ask you, “Well, what do you do?”.

Nancy Roebke, is the Executive Director of Profnet Inc, a professional business leads generation corporation. We bring business professionals together in a non-competitive environment to help each other make more money.

mailto:execdirector@profnet.org http://www.profnet.org

Copyright c Nancy Roebke

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The media is a business’s absolute best friend. It is THE
source of information distribution to the masses. Even “bad”
press has been known to stimulate business.

The media is a “business” just like any other business. It has a “product” (air space, print space or television space) and therefore must sell this product. And it is a “perishable” product. Most people don’t think of the media as a “perishable” product but it is. Radio stations and television stations sell “time”. Once that time has passed, you can’t get it back. Newspapers and magazines sell “space”. They have deadlines to meet to fill that space so that makes the space a perishable commodity.

This means that the media is ALWAYS looking for news to take up the time and space that they have. They are also, of course, looking for advertisers. For this article, lets look at helping them fill their time and space, and getting plugs for your business that are either free or very, very low cost.

1. The Press Release. This is THE most common type of free placement with the media. But many business professionals mistaken a press release for an ad. You get press releases for free - you pay for ads. Press releases need to be about information that is of interest to the public that frequents that media. It needs to announce something versus sell something. It needs to be written in a certain style with a certain focus. For more information about the proper way to structure a press release, see http://www.profnet.org/press.html.

2. Articles that you write. The media is always looking for new information to pass on to it’s clients. You can help them by writing for them. Contact the business editor at the media of your choice and see what you know about that they might need an expert in. This is another FREE source of exposure for your firm. And you help the editor out as well.

3. Articles ABOUT you. This is what EVERYBODY wants from the media without thinking about “what’s in it for them” from the media’s side. There is no editor anywhere that can run as many articles about specific businesses as there are businesses wishing to have an article done for them. Articles are often bartered for something the media needs. They are also done when something really unique happens with a firm. Be the first in your area to offer a certain product or service, do something of an important nature politically, or socially, or have something unique that will appeal to the media’s client base and you have a greater chance of getting a story done.

4. Joint Promos with the media. Contact the media in your area and offer to sponsor a joint promotion with them. Have a contest and give away tickets to major sporting or entertainment events (like concerts) in conjunction with your favorite radio station, newspaper, magazine or television station. If they have a “mobile unit” ask them to broadcast live from your site.

5. Buy space in odd places or at less desirable times. Everybody wants the “drive time” for radio (when people are driving to and from work). Everybody wants to advertise in “prime time” on television. And everybody wants to be on the front or back page in print media. I have seen radio stations GIVE time slots away that are at 3 o’clock in the morning just to fill the space. Form good relationships with your media contacts and these ads will not only help you but them as well. I personally have bought television time for as little as $4.00 for a 30 second spot. Amazing. Better than that though- EFFECTIVE.

Nancy Roebke, is the Executive Director of Profnet Inc, a professional business leads generation corporation. We bring business professionals together in a non-competitive environment to help each other make more money.

mailto:execdirector@profnet.org http://www.profnet.org

Copyright c Nancy Roebke

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