Focus Your Networking For Success

Not long ago, I attended a breakfast meeting of a group that was completely new to me. Panic set in when I entered the room. I had gone at the suggestion of a friend who thought I might meet potential clients for my coaching business there. I thought I would duck under the radar the first time and take time to plan my strategy for future meetings. No sooner was I on the buffet line than I realized this was a bad idea.

I quickly regrouped and found my focus, thinking about the questions used at a women's networking group in which I participated. I was able to spit out my name and name of my company and say I was "interested in meeting decision makers interested in transforming their ability to produce results." That led to the inevitable question, "What kinds of results?" and we were off and running. I had to leave the meeting a few minutes early but was pleased when almost everyone at the table I sat at gave me their cards as I was on my way. So much for ducking under the radar! The lesson: always be prepared for a networking meeting (or, for that matter, a trip to the supermarket or to the dentist's office)... you never know.

Your most important task is to know just how to describe your core business- clearly and succinctly. Make sure to include:

? Your name and role

? The value or ultimate impact to them of using your service or product

? Up to three examples of how you deliver your product or service

? Ideally, what you need or are spending your money on so you can give them a chance to help you.

The next, and most important in my mind, is be prepared to say exactly what you are looking for. Everyone is there because they are looking for something, too. Be as specific as possible. Include:

? Types of clients

? Business resources- lenders, vendors

? Other businesses for cross referral

? Decision makers in large organizations

? Help with solving a problem in your own business or personal life- a good accountant, computer expert, professional organizer, insurance or mortgage broker, financial planner, coach.

? Resources for your clients- their client profile, people who work in a particular industry, resources they need.

? Job leads or hiring resources

Here are a few examples:

"My name is Mary Smith and I help small business owners solve their computer problems on site or at my shop at reasonable cost. I am looking for women business owners [name where-- be a specific as you can] who are frustrated with computer consultants who spend too much time talking and don't solve their problems..."

"...I help sales people or improve their sales by providing one-on-one coaching and working with sales teams. I am looking to meet HR managers at X, Y and Z companies."

"... I founded a non-profit organization that provides environmental education on green space to companies and municipalities. We are putting together a board of Directors and are looking for experienced business people for our Board."

"...I recently left X Company. I am interested in meeting hiring managers in [name of industry] or hearing about any specific job leads getting ideas about using my skills [name them] in a new area [name it]."

Here are some examples of how to express what you might have to offer:

"I am planning to redesign my website and would love the name of a good web designer if you know one." "I am looking for a good accountant, bookkeeper, professional organizer, etc." "I am interested in trading my services with someone who can help me with [name what you need]. Would that be of interest to you or would you know someone?"

It is helpful to be "other-focused." Letting others know how you can help them is essential to building trust. There is no need, however, to remove our own needs from the equation. When others can give to us, it makes their heart feel good.

Marilyn Edelson, MCC

Marilyn Edelson, MCC, President of OnTrack Coaching & Consulting http://www.ontrackcoaching.com and principal and co-owner of IT Decisions Coaching http://www.itdecisionscoaching.com is former Managing Director of eWomenNetwork--Boston Chapter and can be reached at 617-964-3202 or marilyn@ontrackcoaching.com