Do you remember the book “The 7 Habits of Highly Effective People”? There’s a story in the book about a team that was making tremendous progress in their efforts of cutting down a forest. When the leader of the group alarmingly shouts out “wrong forest”, someone instantly hollers back “be quiet – we’re making progress.”
I come across a lot of DIYers (do it yourselfers). When you’re dealing with budding entrepreneurs, they are often doing many things themselves.
Do if yourself is the wrong way of thinking for networking
Imagine you were setting out to network with people today. Let’s do the math. If you allot 30 minutes to connect with someone (imagine ordering a coffee or making it through a parking lot, building and a receptionist – none of these activities all in all can be done in less than 30 minutes each). Then factor in travel time. How many people would you be able to connect with today?
No. I’m not oblivious to social media. Even then, imagine you’re attending a twitter chat, connecting with people afterwards on Twitter or another social network. How many people can you meet, connect with and really converse with in one day?
When you make networking with others a “do it yourself endeavor” we lose the exponential benefits of other people’s influence and other people’s credibility.
When we can borrow from another’s credibility (which is essentially what happens when someone edifies you as they introduce you to a connection of theirs), we meet at an elevated level of know, like and trust which shortens the time necessary for them to sample our character and competence.
Review these tips and insights to help you shorten the connection process and make friends and influence people:
- From Now On, I’m Going to Be A Dick To Everyone I Meet Online
- 7 Things You Can Get Out of LinkedIn Groups When You Get Into ‘Em
- Business Etiquette: Overcoming Minglephobia or Fear of Networking
- Networking for Success
- Waah! I’m Not Getting Any Referrals!
Be the expert at what you’re an expert at
If you try to do everything yourself, you’ll be mediocre at everything.
That was an early lesson for me in my business. Like any small business owner, I started as butcher, baker and candlestick maker in my business. I admit. Some moments – I’m still that.
Effective networking is through and with people. In order to do that, it’s imperative that you give them the room to be the expert that they’re an expert of – which is their connections and contacts. After all, they’ve developed a relationship with them and they know what matters most to their contacts (more than you do.)
You, on the other hand, know what you know best. You’re the expert of your business.
Instead of developing the connections yourself, spend your time in creating a curriculum for your contacts on:
- What you’re best at,
- How you serve people,
- What you deliver and
- How they can best refer connections to you.
Too often, do it yourselfers, focus on driving the relationship. To succeed at and maximize the return on your networking efforts focus on your expertise which is your business and the best ways to refer you.
Synergy creates serendipity
When you’ve taught your connections the best way to connect, describe and refer you, you develop a synergy that creates powerful introductions and referrals.
Here’s how to do this – develop a one page document and in it outline:
- Your goals and objectives for the year
- Who you serve best (your target market/client)
- Where to find this “best client” in large numbers (associations, conferences, events)
- What are some of the key phrases or comments someone will say that identify them as a great connection for you.
- Describe the best way to introduce you
- Make sure to have all your contact information starting with the first (and best) way to reach you.
For example, this is what my Networking Document would look like:
Goals and Objectives: To develop a solid base of email newsletter clients (10 new clients each month)
Target Client: Realtors, Restaurants and Renegades (Definition of renegade: solopreneur, independent professional, inventor, author, entrepreneur)
Where to Find them:
Realtors: Board of Realtor functions, Chamber of Commerce events
Restaurants: Chamber of Commerce special events, charity gourmet galas
Renegades: Chambers of Commerce, SBA or SBDC events, blogs and Twitter chats
Key Phrases and Comments: I can’t get any results from social media; What are you using to send out emails?; I don’t know if anyone’s opening or really reading our newsletter
Best Way to Introduce: A virtual introduction via email sent to both of us; Or, provide their email address and please call ahead to them about me and to expect an email from me.
Do it yourself means less control
Know that when you are working with people who are making the connections for you, that you will not be able to control the speed or the flow of the connection.
Remember, the best way to incentivize someone to assist you is to:
- Do the same for them
- Appreciate their efforts
Others have done a great job articulating this:
- How to Incorporate Brand Advocates into Your Marketing Strategy
- If You Don’t Invest in Community Management, You’re Done For.
- Hey, Chief Relationship Officer! Scaling relationships is your top job
It is average
I liken you doing everything in relationship building and developing connections to a person who is putting out an ad about themselves and calling everyone telling them how wonderful they are. It just doesn’t work. And, it’s was the average beginner does.
Yet, if you can work closely with a team of people who are already advocates for you and teach them the best way and who to best refer to them – the opportunities are endless.
That third party endorsement from someone that they know, like and trust could be just the thing that someone needs to know before they would ever consider even speaking with you.
Focus on networking effectively. It will expedite your connection and even develop your relationships at a stronger more meaningful level.