Effective Networking

Title : Effective Networking for Professional Success

Author : Rupert Hart

Publisher : Stirling Books, 1997

ISBN : 0 949 142 09 3

Pages : 125

The Big Idea

In an uncertain world where we are all effectively self-employed, networking skills make all the difference for freelancers, job changers, and career climbers. Increase your chances of landing that all-important job or business contract.

1. Why networking skills are vital

• Networking is essential for job hunting and business contracts.
• Effective networking can be 12 times more effective in getting a new job than answering advertisements.
• Advertising is becoming ineffective except on a big scale.
• Networking helps you find hidden opportunities and can help you differentiate yourself from the competition.
• You can overcome your natural shyness, your fear of using people, and your fear of rejection.
• Continuing lay-offs, and the fact there is no real job security makes networking and self-marketing important. We are all “self-employed” now.
• We are moving more and more towards a service economy.
• 30% of the UK working population are working for companies with fewer than nine employees
• Roughly 15% of the working population in many countries are self-employed
• Over 80% of jobs available are not advertised
• It’s not what you know, but who you know
• Working harder is no longer enough; you have to work smarter

2. Three key networking techniques

• Build a network of partners to be able to hear about any new opportunities.
• Reach targeted individuals in two ways: directly or indirectly. Indirect approaches are made through a network partner, by exploiting connections. This may be more effective than a direct approach, like a letter or phone call to a decision-maker whom you haven’t even met.
• Build visibility to raise your profile. In general, the best way to network is to reach targeted individuals indirectly through your network partners. As an ongoing process, you need to increase your range of contacts constantly.

Public relations is more cost-effective than advertising because it provides exposure and induces positive feelings in readers towards whatever product or service you are selling, for a fraction of the cost of an ad campaign. A journalist can report about your product or service, with no cost to you except for maybe lunch, a few beers, or a free trial. The journalist is considered by the public to gain no benefit from giving his opinion on your product or service, and thus PR earns more trust than the normal advertisement.

3. Plan your campaign

• First, define your objective. If you can define your objective closely enough, and if your skills or product really can meet the needs of your target customers/employers, and if there are enough of them out there, you should go for the targeted approach to reduce wasted effort.

Targets may not respond as quickly as you expect so warm up network partners and build visibility.

“Deal-flow” is critical. You need a large number of prospects to have a reasonable number of actual clients coming to your door.

• Select the best networking method.
• Work out your positioning. Positioning means putting your product or service in the mind of a prospect with a crisp (preferably one-line) statement of what you are all about. It has to be meaningful to the employer/customer. What are the criteria you will be selected for? What does your prospect know in terms of your competition? Position yourself against the competition in ways your customer can appreciate.

Prove you are different, or in fact, better. Use references, awards, test results, qualifications, significant achievements, suggest solutions to their problems.

Write a three-line summary of yourself, your company or product offerings. This will be your positioning statement or calling card. This is what you want prospects to remember about you.

• Identify target areas of opportunity. What key skills have you developed and where can they be used? Brainstorm with friends or colleagues.

Look at others who are doing the same thing. To whom do they sell their services? Can you bridge the gap between what you do and what you would like to do by additional training or buying in outside expertise or products?

Two key questions you need to have clear in your mind are:

Can you afford to take your time to find the right opportunity?

How well can you target the companies you want to reach?

• Work out what you will give network partners, and what you can contribute when you make contact.

4. Overcome the fear of “using” people

“You scratch my back, and I’ll scratch yours.”

The very nature of networking implies your contact will help you and will expect something in return. At the very least, thanks and respect now, or a favor and information in the future. You must be willing to do favors for people.

Everyone is networking, if you don’t learn to network, you will be left behind.

Lyndon Johnson had this set of rules taped to his desk:

• Learn to remember names.
• Be a comfortable person, an old shoe or hat so people like hanging around you.
• Be relaxed and easy-going.
• Don’t be egotistical or a know-it-all.
• Cultivate the quality of being interesting so people will get something of value by association with you.
• Get the “scratchy” elements out of your personality.
• Sincerely attempt to heal every misunderstanding and eliminate your grievances.
• Practice liking people. Always offer a word of congratulations for anyone’s achievement, or express sympathy for any disappointments.
• Give emotional strength to people and they will give genuine affection to you.

Everyone knows there is no such thing as a free lunch, but they will eat it anyway. When you take someone out to lunch, they expect you want something from them, so there’s no need to feel guilty.

Contact your friends. Use words that don’t make them feel obliged or uncomfortable. Back off when it becomes too difficult or you notice they are growing uncomfortable. Never push too hard. Be sensitive to the other person’s body language and voice.

So whenever you feel any guilt, remember:

• People will help you if you help them.
• Learn to network, or lose out to those who do.
• The power of networking is becoming widely recognized.
• Friends won’t be offended if you ask for help.

5. Hear about opportunities from network partners

Gather information regularly on new opportunities. First, talk to your existing range of contacts.

Second, put out scouts who will continue to look for breaks for you. These could be people you know well, are active in your areas of interest, or those who are particularly well connected. Here is a list of possible network partners:

• Family –near and extended
• Friends – yours, family friends, parents of your children’s friends
• Colleagues at work and former colleagues
• Casual acquaintances at school
• Church
• Bank
• Hairdresser
• Insurance broker
• Taxi driver
• Participants on training courses
• Customers
• Suppliers
• Shop assistants
• People met on holiday
• Anyone sitting next to you on a plane, train, or bus
• Members of sports clubs
• Associations, charity organizations
• Political organizations
• Local or parish council

Network partners must be those who will actively be on the lookout for opportunities for you, and will pass back information on them to you. If they meet a decision-maker or a contact, they will give that person your name.

Find the friendly “network spiders”

These are naturally gregarious types who just seem to know everybody. From among your circle of friends, who is normally the center of attention? Who always seems to get the best jobs? Who always knows where to find something? From the industry, who is in a position to know a lot about the whole industry?

The telephone is the best networking tool you can have. It brings immediate results. It carries with it a degree of informality that a letter cannot. It involves the contact in only a minimum of inconvenience (no need to email or write back), and allows feedback on the disposition of your contact, so you can customize your approach during the conversation.

Your contacts need to be fully briefed about your skills and needs. They may be motivated to help you because they like to make others happy, enjoy helping others, expect you to help them in the future, or simply enjoy your company because they think you’re interesting and pleasant.

What do I tell them?

• Why you are calling
• What you are looking for
• How you are positioning yourself against the competition
• Some of your relevant achievements

Remember to:

• Warm them up with social conversation if possible.
• Mention the name of the person who referred you to them.
• Establish any connection you might have with them.

It also helps to alleviate nervousness if you:

• Stand up while making the call
• Smile and gesticulate (Smiles really transmit down the line)

6. Grow and refresh your network

There are three steps to expanding your range of contacts:

• Go out of your way to be where people are.
• Get into the habit of talking to people you meet.
• Record the contact details of people you meet.

Going out of your way to meet people means going to all the social gatherings you can:

• Trade association meetings
• Conferences and training courses
• Exhibitions and trade shows
• Office parties
• Funerals
• Sports clubs
• Social clubs
• Church
• Freemasons
• Charities
• Pubs
• Parties of friends of friends
• Office Christmas parties

Get into the habit of talking to people you meet. Discover information about them. Establish common interests and connections. Have something to say on every subject. Adopt a likeable style.

Topics of conversation:

• The weather
• The suit or accessory the other person is wearing
• Who they know at the gathering
• Where they came from today
• Why they are there
• Where are they spending their next holiday
• How long have they known the host
• How they met the host

You may seem boring to others if you have narrow interests, develop other interests by

• Taking up a new sport or watching one
• Try a new hobby
• Read the newspaper everyday
• Watch better TV programs
• Visit new places
• Do new things
• Read
• Go to exhibitions, galleries, and shows

Learn to tell entertaining stories. Never impose your point of view. Allow the other person to speak. Ask questions.

Always swap business cards or personal calling cards.

Suggestions for keeping in touch:

• Send any articles or snippets of information you feel would be of interest to a network partner.
• Greet your Chinese network partners on Chinese New Year
• Remember their birthdays
• Phone contacts regularly. Perhaps, three every Sunday night, but take care not to overdo it with some who may find it irritating.
• Warm up long-cold contacts. Send a Christmas card and apologize for not keeping in touch lately. Don’t let them get cold again.

7. How to find targeted individuals

• Focus on what you want to achieve and how people can help you.
• Use your network partners and written sources to find suitable companies.
• Gather information on these companies to understand their needs.
• Figure out who has the power to hire you and your services.
• Find people connections and areas of interest.

On being focused, ask yourself which companies are operating in the sector that interests you? Which of them are big enough to use my services? Which ones are in my area? Which are reputable companies? What market shares do they have? What products and services do they sell?

To aid your research, try looking at:

The Yellow Pages for your area, business directories, trade association directories, company accounts, members’ lists of trade associations, product literature and brochures from companies, advertisers in specialist magazines, list of conference attendees, list of exhibition participants, industry surveys, market research reports, database searches for references and articles about the company.

Find connections with potential work-givers through mutual acquaintances and areas of mutual interest.

Some suggestions for shared experiences: hobbies, industry experience, previous positions in other companies, living in the same area, working in the same area, sports, social interests, charity, schools and educational activities, training courses, exhibitions or conferences attended.

Find news about that person. Useful information for conversations could be a new baby, a recent marriage, a newly won contract, a conference speech, or a recent promotion.

Finding people connections is a little more difficult. Possible sources of information could be industry associations, professional bodies, local organizations, or previous employers. I.e. “I know Glen Miller just loves sailing, he lives in Golden Park too, perhaps you know him?”

8. Reach targets through network partners

• Find the best network partner for your targeted individual.
• Persuade them to help you.
• Engineer an introduction if you can.
• Build word of mouth exchanges about yourself.

Find the network spider that will connect you to a work-giver. To persuade this partner, it will cost you little more than a drink. Where information is critical, offer a “finder’s fee” for network partners who bring in lucrative deals. Help your network partner with possible conversational openings to bring you an introduction to the work-giver.

Network partners should broadcast stories about your experience and skill. The fact someone else is passing information about you indicates it must be true and worth a listen. You will gain credibility in the eyes of your prospective hirer or buyer.

9. How to reach targeted individuals directly

Decide which approach to use, the letter or the telephone. A phone call has its advantages and disadvantages, it is much more informal, allows feedback, and is excellent for exploring possibilities in a non-threatening way. It also requires less effort than writing a letter. A letter provides a formal presentation of information, can be read at a convenient time by the recipient, is better for shy people, and has a good chance of getting past the secretary. All letters must be followed up with a phone call.

Use the phone for people you know and who know you.

Start with a letter for people who don’t know you or anything about you.

The five stages of writing contact letter are:

• Establish your objective.
• Identify the target’s problems.
• Demonstrate why you are the best person to solve these problems.
• Link these paragraphs in a persuasive way and
• End with an action statement

When you call to follow up on the letter, make sure you call when the secretary will not be around, like before 8.45 am or after 5.45 pm.

When you can’t avoid a secretary on the phone, always sound professional. Use first names where appropriate. Act as though you have been friends with the target for ages. Appear to know people in the company, act as if you have met the decision-maker, act as though you expect to be put through, never sound weak or apologetic. Be friendly, calm, and relaxed.

So in a nutshell:

• Figure out whether to write a letter or use the telephone.
• Be able to demonstrate how you can help.
• Have a line ready to get past the secretary.
• Act as though you expect to be put through.
• Be ready to leave a short, persuasive message for the decision-maker.

10. Overcome shyness

Be aware of your inhibitions. Do you feel nervous about the benefits of your offer? Have you procrastinated picking up the phone? Does the prospect of talking to strangers fill you with trepidation?

Remember, you are simply asking for information, not work. Don’t push too hard or leave any empty, awkward silences. Be cheerful and lively on the phone. There are people who genuinely enjoy helping others, so enter every networking conversation with that expectation.

Say thank you.

Do them a small favor.

Tell them something funny.

Tell them something they didn’t know which might be of interest.

Be honest and open.

Give them news about mutual friends.

Build confidence with practice. Use the PIE interview method. Learn to interview for Pleasure, Information, and finally, Employment. Chat with strangers when you go to the grocery store, go fishing, or a bar. When you become comfortable with approaching strangers, you can move up to calling contacts, and then prospects. By focusing on information gathering, you will be so busy you will naturally overcome your shyness.

Self-marketing is the only answer.

The first time you pick up the phone is the hardest. If you want to compete, you have no choice but to self-market.

11. Opening conversational gambits

• The first words

When speaking to a stranger on the phone for the very first time, sound cheerful, mention who recommended you, talk about a common interest, and the benefits you are offering. The phone call is an absolute must when a letter has been sent in advance, the follow-up call shows professionalism.

• Wear interview clothes

This makes you feel like you are in actual conversation with the other party in the same room.

• Use first names when mentioning people you have met but remain formal with the new contact.
• Always begin by introducing yourself up front.
• Don’t use sir or madam. You must think of yourself as being on the same level as your contact.
• Be confident, act as though there are lots of other people willing to buy into your product, and you would very much like this contact to be one of them.
• Be brief and to the point.
• Provide the answer to his problem.
• Follow up on a letter by saying: I’m calling to ask whether you received the letter I sent two days ago…
• If the contact has not received the letter, explain why you are calling and then offer to re-send the letter, saying you will phone again after he has received it.
• Employ a little flattery. Mention that you only contact top companies in the industry, or the person’s recent promotion to regional manager.
• Always connect your sentences to an action or question.
• Measure interest and build commitment. Ask questions that would make them say yes, like: “Increasing profits through increased productivity is something most companies think about in recession, wouldn’t you agree?”
• Write your opening lines down before you phone. Have a loose script.
• Wait for the response after each question, congratulation, or statement.

12. What to say after “Hello”

• Plan how to get more time with your contact. Phone if you have little time, if she lives far away, if you know the person well already, or if the contact may be of limited use.
• If you arrange a lunch or a meeting, it shows more respect. Pay for your half of the bill so he doesn’t feel obligated to you nor you to him.
• Remember you are only seeking information, exploring possibilities for future opportunities, but not work just yet.
• Prepare a list of questions to ask.
• Gather information either through the three C’s: Company, customers, and competition or the 5 P’s: Price, products, positioning, promotion, and place.
• Don’t let him go without getting three other names and phone numbers.
• Avoid asking for work directly, unless the situation is very clear.

13. Overcome a fear of rejection

Remember, in direct marketing standards, it normally takes 100 mailers to get two positive responses. In selling advertising space, an average number is 249 no’s to one yes.

Possible reasons for them not taking up your offer:

• No budget at the moment
• Needs are fully covered for now
• They can’t see the benefit of your offer compared to an existing supplier
• Doesn’t want to take a risk changing to you
• You’re too expensive.
• Doesn’t understand your offer.
• You’re good but someone he knew better made the same offer.

Do not despair because:

• You are offering something useful.
• They are not rejecting you. They are rejecting your offer.
• There’s plenty of fish in the sea.
• You’ve had success in the past.
• Every no takes you closer to a yes.
• What you are doing is brave, adventurous, and imaginative.
• You have to risk rejection to get what you want.
• If you don’t ask, you don’t get. You have nothing to lose but your chains.

14. Follow-up tactics

• Send a thank-you letter
• Provide feedback; report your progress to your original contact.
• Pick up the phone to save time and thank them for the names they gave, then inform them how you are doing…how you got a few more names from so-and-so and perhaps they know these people?

15. Build your visibility with personal PR

• Enter competitions/industry awards
• Enter your company in a public parade
• Take exhibition space or hold your own show
• Take advertising space
• Advertise low-profile through post-publicity or “tombstones” recording an event in the paper
• Perform charity and humanitarian work
• Volunteer your services, pro bono
• Take part in local activities
• Produce a newsletter

How to be visible without trying to hard:

• Ask a question at a conference
• Make a point at a meeting
• Write letters to the industry page of the industry magazine
• Introduce yourself to lots of people at an industry show or ball
• Buy people a drink at the bar or lecture
• Discuss a book with an industry leader
• Wear bright ties
• Make people laugh
• Have an opinion on everything but keep an open mind
• Hand out an unusual business card
• Design your CV to be a little different
• Take up unusual (but not too unusual) hobbies and interests

MAKE SURE PEOPLE REMEMBER YOUR NAME.

Build visibility at work by:

• Doing a very good job
• Keeping your promises
• Beating deadlines and budgets
• Make sure people know you are doing a good job
• Get your supporters to mention you in front of your boss
• Stand out without appearing too arrogant
• Give credit to others’ ideas incorporated into your work
• Thank people publicly for their help

MAKE SURE YOU REMEMBER THEIR NAMES

• If the name is unusual ask them to spell it out
• Ask for a calling card

16. Maximize the effort of networking

• Become even more likeable. Be the sort of person everyone wants to keep in touch with.
• Index you contact information. File business cards along with the information on the names of the contact’s partner and children, his birthday, home number, address, wife’s birthday, anniversaries, hobbies, sports, where you met, who else they know, what he’s done in the past, any business needs you may be able to help with one day, his kids’ birthdays. PalmPilots or electronic address books can be more practical than paper-based organizers. You can back up all this information in your personal computer and print it out whenever you need it.
• Use the Internet and e-mail! Easily maintains relationships, provides bulletin boards, chatrooms, and quick references for research on the World Wide Web.

Networking is information flow about opportunities and people, for finance, supporting a cause, a source of supply, an opinion on a product or service, even possible clients and customers.

17. Take action now

Get your network partners to hear about opportunities for you, reach targeted individuals, and help build visibility.

To do this effectively, you need to:

• Define your objectives
• Work out your positioning
• Choose your best networking method
• Overcome inhibitions
• And pick up the phone!