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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What comes to mind when you think of networking — cocktail parties? Shaking hands and exchanging business cards at a Chamber of Commerce events? Endless lines of people anxious to make you a customer? Sweaty palms and panic?

Networking is not about how many business cards you can collect — it’s about building a long-term and mutually beneficial RELATIONSHIP with another business person. And it doesn’t have to be painful or forced! When you do it the right way — networking is as natural as starting up a casual conversation. Let me show you how…

THE SCENE: MY CHIROPRACTOR’S OFFICE

So I’m reading a magazine in the waiting room at my chiropractor’s office — I’m exceptionally early for an appointment. Another patient walks in — a woman named Susan that I’ve seen there several times before but never spoken to. She sits down and smiles, and we strike up a non-business conversation. We talk a little about chiropractic, traffic (always a popular topic in Atlanta!), and I eventually ask what she does for a living. It turns out that Susan is a personal coach. I tell her that I’m a Professional Organizer and we spend the rest of my waiting time comparing our experiences with clients.

The important point to note here is that our business relationship is starting out as a personal one — just like any other casual acquaintance. You already know how to do this with people — you start up informal conversations every day of your life. But the minute you attach the term “network” to your actions, you also attach a boatload of pre-conceptions and EXPECTATIONS. Don’t think about where this relationship will lead 5 years down the road — just be friendly and interested.

MAKING THE CONNECTION

As the receptionist calls my name for my appointment, I ask Susan for some of her business cards. I tell her that many of my clients are in need of longer term help with their goals than I’m able to give — and would she mind if I referred folks to her when a need arises. It’s highly unlikely that Susan will turn me down, unless she is just overwhelmed with clients. She graciously accepts my offer, and makes the same in return. We exchange business cards and part ways.

Notice that I did not say to Susan, “Send me your clients who need to get better organized.” Instead, I offered to do something for her. Networking isn’t about what you can get, it’s about what you have to give. If you don’t have a referral for that person, suggest an interesting book or article and offer to call or e-mail with the information. Or offer to hook the person up with another professional you know who might also be a good gateopener. But don’t expect anything in return — the minute you think, “What’s in it for me?” you kill the relationship.

KNOW YOUR NETWORK

I got back to my office later that day and called around to a few other friends I knew who either were coaches or had worked with coaches. Susan’s name came up several times, and everyone I spoke to sung her praises. This is important to me — I don’t want to ruin my reputation by referring my clients to someone who provides poor customer service. Be sure to check on the people in your network before sending your clients their way. naive networking can be worse than no networking at all!

FOLLOW THROUGH

I sent Susan a quick note that afternoon telling her how nice it was to talk to her. I also included referrals for two clients who had been looking for a good personal coach. It’s important that you follow-up quickly when you make a new acquaintance. You will really stand out as a conscientious individual if you do what you say you will do when you say you will do it (isn’t it sad that it’s not the norm?!) They say that you never have a second chance to make a first impression, but that’s not always true. Sometimes, the impression that sticks with a person is the one that comes after your follow-up note or call.

BUILDING THE RELATIONSHIP

It’s not required that you refer clients to every networking contact you have. Whether I send any work Susan’s way or not, I’ve laid the foundation for a long and prosperous relationship. I keep in touch with Susan by clipping articles that might interest her, letting her know of business functions that she may want to attend, and getting together for coffee every once in awhile. She thinks fondly of me because I go out of my way for her. And it has paid off handsomely.

In the year and a half that we have known each other, Susan has sent me 4 new clients, hooked me up with at least a dozen great gateopeners, and given me countless suggestions for growing and expanding my business. Each new person with whom you strike up a conversation has the potential of doubling or tripling your network over time. That’s what casual networking is all about.

Ramona Creel is a Professional Organizer and the founder of OnlineOrganizing.com — a web-based one-stop shop offering everything that you need to get organized at home or at work. At OnlineOrganizing.com, you may get a referral to an organizer near you, shop for the latest organizing products, get tons of free tips, and even learn how to become a professional organizer or build your existing organizing business. And if you would like to read more articles about organizing your life or building your business, get a free subscription to the “Get Organized” and “Organized For A Living” newsletters. Please visit http://www.OnlineOrganizing.com or contact Ramona directly at ramona@onlineorganizing.com for more information.

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