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Are You Making
These Networking Mistakes?
As I've gone to professional meetings, and have informal meetings with
colleagues, the tenor of these times is clear. Many independent
professionals are challenged by the downturn in the economy...and
upping their marketing, and especially networking, as they work towards
increasing their billable time.
Beware of poking a hole in your net as you increase your networking.
Make sure you don't make these mistakes in your zeal to sell yourself.
ASKING WHAT
YOU CAN DO FOR ME...ON FIRST MEETING. I
watched as a young woman was introduced to three colleagues. In a
flash, she realized one of her new acquaintances was a close personal
friend of a business owner she had been unsuccessful in selling on her
services. She quickly asked for a reference and introduction to the
business owner. When her new acquaintance demurred, she insisted that
the other woman had to do it. "That's what networking is all
about."
Her error? She
assumed an introduction brought the right to ask for referrals from
strangers. Most people won't refer someone they don't know or when they
don't know a person's work.
INUNDATING NEW
CONTACTS WITH SALES MATERIALS.
After a brief conversation at a banquet one evening, I started getting
masses of sales solicitations from a man who obviously didn't know me,
my business, my needs or even where I lived. Most of the solicitations
were for very expensive, multiple day seminars in eastern cities on
topics I'd never need.
His error?
Assuming I'd use his services, without finding out what I needed. And
then battering me to use him. Here's the strange part. Some of my
clients could use him. But, I'd never refer them and subject them to
his aggressive sales methods.
ASKING WHAT
YOU CAN DO FOR ME...ON EVERY MEETING.
A colleague who does complementary work to mine will never get a
referral from me. Nor will I ever use her as a subcontractor. The
cause: every time I talk with her she asks me if I have work for her.
Her request is always delivered with a tone of voice that's close to
begging and over the edge of whining. It's as if when I have work, I
somehow owe her some of it.
Her error?
Asking, asking, asking. Implying I have an obligation to use her.
GETTING TOO
PERSONAL. I received a
"personal" note, obviously mass produced, with my name
spelled wrong, referring to a group I'd never heard of, suggesting how
I could use the author in my business. Since then, I've heard of this
person from two other colleagues. They seem impressed with his work.
Even their positive experiences aren't enough to take the bad taste out
of my mouth.
His error?
Excuse me! There is something about integrity that's missing here.
Don't presume a relationship that doesn't exist. I would have rather
have gotten an honest cold call.
CALLS FROM
PERFECT STRANGERS.
This one really astounded me. I
got a phone call one afternoon asking me if I were really the Pat
Wiklund who had been on Oprah twice...did she really call me to be on
the show? When I said yes, the voice on the phone identified herself,
said she was a friend of a friend, and she wanted to be on Oprah and
would I tell her the name and phone numbers of the producers I worked
with so she could get on the show. I was dumbfounded. Although I had
heard of her, I knew nothing of her work, what she had written, and
barely knew the "friend" that had referred me to her. When I
said as much, and my policy was to only refer people when I knew their
work, she said I had to give her the names...that's what networking was
all about.
Her error?
Here goes the assumption again. I don't think I have an obligation to
facilitate the marketing and/or career of everyone who has just heard
my name. I owe to my contacts, and to myself, to be careful who and how
I refer.
REMEMBER:
Most people won't refer someone they don't know or when they don't know
a person's work. Referrals carry an obligation. You're vouching for the
other person. Referrals come when colleagues know they can trust you.
They are earned, not assumed, Earn the right to ask for a referral by
establishing a relationship with colleagues. Let them get to know you
and your work. Understand who your colleagues are, and how you can
reciprocate.
________
735 words
Patricia Wiklund Ph.D., author,
consultant, and coach works with 1Person Business owners who want to
grow their businesses by getting and staying focused, maximizing their
sales and marketing efforts, and delivering premier services to their
target markets. Information on her coaching services and on-line
product catalogue can be found at www.1PersonBusiness.com.
An electronic version of this article
is available if you wish to reprint or repost it. Please contact Dr.
Pat Wiklund for permission to reprint, and to see if there is a royalty
required for reprint. If permission is granted, we request a hard copy
of the publication in which the article appears. We request you include
Pat's bio at the end of the piece, along with contract information, and
preferably, a photo. We'll happily supply a 5x7 black and white or
color photo if you can use it.
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