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Written by Pat Wiklund
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Monday, 23 October 2006 |
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Word Count: 823 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:a 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.
Pat Wiklund is known as the One-Person Business Turnaround Specialist. She works
with professional services business owners so they can make more money and get
more personal satisfaction from their work. Start taking charge of your business
and your life with her One-Person Business Tune-Up mini e-course by sending a
blank email to
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Contact Pat at
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