"YOU’RE HIRED!"
THE BUILDING BLOCKS OF JOB SEARCH
by Michael Goldberg

Is Your Networking Not-working?
By Michael Goldberg

I’ve made pretty much every mistake that can be made when going to meetings for the purpose of networking. Asking the wrong questions, spending too much time speaking with the same person, forgetting names, not paying attention, you name it. As I meet more and more people at trade shows, business card exchanges, chamber meetings, professional associations, and seminars, I realize how much opportunity was left on the table. If your networking isn’t working the way you think it should, consider some of the common mistakes made all too often by newcomers and even seasoned pros.

You don’t know the difference between networking and selling. Repeat after me – networking: networking meeting; selling: sales meeting. Got it? Networking is a proactive approach to meeting and learning from people with the prospect of helping them. If it’s the right people, they may be interested in buying down the road. Selling is a proactive approach to peddling your product or service. It has its place, just not at a meeting where the purpose is to listen, learn, help others, inform, and have a little fun.

There’s only one person in the room who knows what a good referral is for your company and that person is you. You must have two components in place for there to be any impact when networking – a communication strategy and a network. The communication strategy should be a targeted response to questions that includes your elevator pitch – who you are, what you do, who you help, and what you want. It’s also a list of key questions that can get conversations off the ground and help you to learn about other businesses. The network is simply an individual or group of individuals that like you, want to help you, and can do so. It’s important to decide where to go to find these folks.

You’ve established more trust with the parking attendant than with any members of the group. In most of the business groups that are out there, it may cost a few bucks to get in the door. At some of the more exclusive organizations, it may be a 4-digit price tag. This is done to keep out the riff-raff or the folks looking to make a quick sale. The elite groups tend to attract business professionals who are serious networkers and work at a high level. The lofty fee also helps to instill trust and integrity. No matter what the price point might be, people will only do business with those they trust. Especially business that requires a significant investment over time. Would you invest in a whole life policy with an insurance agent you don’t trust? Trust and authenticity is the backbone of networking.

You talk about your product or service’s features so nobody has any idea what the benefits are. The people we meet don’t often care about the features of our product, service, or whatever – unless they ask. Otherwise, there really isn’t a good reason to get into the intricate details of what we might share with an interested prospective client. Sometimes, we go into data dump mode because we feel more comfortable talking about our product or service than making small talk with a stranger. If your contact is interested enough in learning how your product or service can benefit your target market, they’re armed with the knowledge to refer you.

You spend the whole time trying really hard to sell your product or service to the other members of the group. Bad move. You’re not there to sell your stuff. You are there to listen, learn, promote your business when asked, offer introductions to others, and make friends.

Other members of the group can’t sum up your product or service in less than 4,000 words. It doesn’t matter anyway because you lost them at the first 10. Slower is faster in networking circles. Again, if they want to know more, they’ll ask. The harsh reality is that most people don’t really care. If they like you, they may care a little and want to learn more.

When speaking to someone at the meeting you find yourself thinking, "When will this guy stop pitching his product so I can sell him mine?" You’re not there to sell your stuff. Did I already say that? If you’re thinking of how to make your pitch, you’re not listening.

The time you spent planning for the meeting was the car ride to the meeting. Did you check to see if the organization has a website? Did you speak to someone that has attended the event before? Do you know a current member? Have you contacted one of the board members listed on the website to introduce yourself – maybe ask a few questions? Do you know the appropriate attire? What is the purpose of the meeting? Who will be there? Does this group meet on a regular basis? Is there a speaker? What is the topic? What is the investment to attend/join? Will there be food and drink? Do you have business cards, a few throw away pens, index cards, breathe mints, and cash or a checkbook handy? Do you know your purpose? Do you know who you’re looking to meet? What is your elevator pitch? Get the picture?

You never follow up with anyone you meet. Not following up with the good contacts you make is like having never met them at all. What is a good contact? Someone with whom you share good chemistry that you can help, they can help you, or you can help each other. All it takes is an email or a phone call within 24 hours after the initial meeting to initiate a face to face meeting or additional phone time. After a few days forget it, there is a shelf life for your contacts. Oh, and don’t count on them following up with you – they never will.

It’s all about you. Try this out for size. The next time you are at an event where you should be ‘networking’, don’t talk about your product, service, or profession. Ask questions about them, determine if you like them, learn about them, and determine how you might help them. Don’t even bring up what you do unless they ask. If they don’t ask (and sometimes they won’t) it means they don’t care. Respectfully and tactfully move on. At least you’ve learned something.

Remember, networking is work. It’s not net-rest, net-eat, or net-sit – it’s net-work. And it takes practice. The more work you can put into your networking campaign, the more networking can work for you.

Michael Goldberg is a speaker, trainer, and the President of Building Blocks Consulting. He helps organizations achieve measurable growth in sales, service, and leadership. Michael delivers seminars, runs sales meetings, and conducts training programs on networking, leadership, public speaking, customer service, and job search. He can be reached at 732-446-2233 or via e-mail at megoldberg@building-blocks.net.