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Networking Maneuvers That Work
by Marcia Yudkin
Sherri Mack, a solo entrepreneur who designs and produces
newsletters for companies, lands clients through networking
at Boston-area meetings. When her turn comes to stand up
and introduce herself, she says, "I help companies that want
a creative newsletter but don't have the time to do it
themselves and aren't sure they can afford it." This gets
people thinking, she says, and those who approach her later
for her card or to ask questions frequently turn into
clients.
Mack's strategy of attracting business works more
effectively than the pushier approach exemplified by a
letter I've received all too often. "I enjoyed meeting you
at the Such and Such meeting," the letter begins. Mistake
- we did not actually meet. I remember clearly who I spoke
with! This person obviously just wrote to everyone on the
attendee list.
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The letter goes on to describe the writer's service, one I
have no need for, ending, "I will call you next week to
discuss how I can help you achieve your business goals."
Another mistake - presuming without evidence that I need
what this person sells. I dislike such calls so much that
I've even called the letter writer to ask them not to call
me.
People writing such letters believe that networking is a
matter of showing up to collect business cards or get the
participant list, then working the leads. This method isn't
much better than plucking prospects out of the Yellow Pages
and cold calling, however. If you're going to spend the
time and money to attend business meetings, follow these
guidelines to turn them into a source of new business.
Strategically choose target groups for networking. Invest
your marketing time in groups where a good many of those who
attend meetings buy what you sell. Call the membership
coordinator and ask what kinds of people belong and who
attends events. Check those answers against your
perceptions when you attend a trial meeting and go around
shaking hands. In some groups, most of those who come to
meetings are job hunting.
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Expect long-term results. Once you've properly chosen an
organization, show up frequently. Only repetition drums
into people who you are and what you do, so that they
remember when they or a colleague urgently need what you
provide. If you're impatient, volunteer for a committee and you'll gain visibility and credibility within the
organization a bit more quickly.
Go for quality of contacts, not quantity. Early in my
career, I attended a dinner meeting where most everyone knew
each other already. Intimidated, I started a conversation
with another woman lurking on the sidelines and sat with her
for dinner and the program. We spoke in much greater depth
and breadth than people normally do on such occasions, and
she called a week later to hire me to do something
completely unrelated to the topic of that event. Think of
networking not as a chance to robotically collect leads but
to meet and get to know people, some of whom may represent
business.
Copyright 2000 Marcia Yudkin.
All rights reserved.
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