Networking: A Two-Way Street

Every year I do a workshop for professionals in the counseling field such as therapists, psychologists, and coaches. The workshop addresses managing the business aspects of their work.  I begin with a quote from a seasoned clinician I’ve worked with:, “I would rather lose a limb than market my services.” 

Many people have misconceptions about what marketing is. Sales has become a four-letter word, and people don’t want to do anything that smacks of pushing their services. But marketing is so much more than that. If done right, it will feel like a human connection and not a sales pitch. 

Consider the most common question people ask when they meet you: What do you do? If you have a one minute explanation of your work that you can fire off at anytime, you will be more likely to make a good impression, which will lead to a stronger connection.  If you confuse, you lose. 

Here are some tips that will help you be more effective in your networking and have more fun in the process:

• Give more than you get-start by listening, and ask lots of questions before jumping in with your pitch.
• Find out what the person does and what their needs are.
  
• If you’re comfortable with the person, offer to introduce them to others in your network who share their interests or have complimentary skills.
  
• Ask the person if they’d like to meet for coffee or speak on the phone. Don’t be too aggressive, but convey genuine interest.
  
• The next day, send them a LinkedIn or Facebook request.
  
• If you offered to introduce the person to someone in your network, send a very brief note about that person to your contact. Ask their permission to pass their name along. 
  
• If you plan to meet with your new contact, research the company or organization he or she works for.

When approached in this frame of mind, networking is a mutually satisfying experience.