Networking vs. Notworking
By: James Rowe, The Law Firm of Rowe & Associates
The choice is yours: you can network, or you can notwork. Let’s be honest – these days, jobs and clients are hard to come by. For each opening there are probably 100+ applicants, if not more. The age of the internet has made applying for a job as easy as clicking a few buttons. This has proved beneficial for jobseekers, but employers have found themselves inundated with resumes from unqualified applicants who just clicked “apply to all jobs” on a search website. Sorting through the mess of resumes jamming up the fax machine and email accounts, employers often find themselves putting off the hiring decision due to feeling overwhelmed, or they seek another hiring route. Such an environment makes it hard to stand out from the rest. The same goes for self-employed professionals and small business owners trying to find clients. But, it can be done.
To make yourself stand out from the bunch, you need to be known. Employers and clients are more likely to hire someone they know and have met, and people are more likely to make a referral to someone they know and have met, so getting known is the challenge. Thankfully, it isn’t that hard. I have successfully used a number of networking techniques, and as a result the majority of my clients come by word of mouth from referrals in my network. My most successful approach to developing business relationships and growing my network of influencers involves simple steps.
First, of course you have to meet the influencers. The best way to do this is to get out on the town. A simple internet search will undoubtedly yield a number of networking groups and organizations in your local community, or in your target geographical area. Attend these events! Charity auctions, community theatre, holiday festivals, parades and community meetings provide the perfect opportunity to network with your area’s influencers. Many of these events can be attended for free. Often times you can probably volunteer in lieu of purchasing a ticket – consider this option for more than the savings, because volunteering will certainly help you to interact with people on a more personal level. If you can volunteer to check guests at the door to a charity auction, guest bartend or even help to set up before the event, you’ll encounter some of your best networking opportunities. After all, volunteers are active in their community, so networking with other volunteers will help you reach countless other referrals and influencers.
When you meet someone, be sure to exchange contact information without really discussing much business. Try a more social approach. My rule is to rarely discuss business outside of the four walls of my office. That doesn’t mean I’m not always thinking of ways to grow my Firm and client base; instead, it means that I realize that the worst way to attract business is by immediately asking for it. Besides, I like to know more about someone than just what they do for a living. I ask about hobbies or travel. If I learn during the course of our conversation that they like to fish, camp, eat at new restaurants, vacation in Paris or enjoy the theater, I try to make a note of that alongside their contact information or on the back of their business card. At a minimum, be sure to ask for the person’s email address and phone number, and give them yours. The easiest way to give your information (and the most professional) is by handing them your business card.
Within 2-3 days after the event, send a follow-up email to your new contacts. Send each contact an individualized email; do not just use a template or send one mass e-mail. These should be personalized based on your conversations, should reference the topic of interest to them, and attach an article or include a link to a website on that topic. Again, keep business out of these first contacts. The key is to personalize the e-mail to a topic of their interest, and then to offer to refer some business their way when the opportunity arises. A simple, short, two-paragraph e-mail may go something like this:
“John:
Good meeting you the other night at the charity auction. I came across the attached article on fishing in Wisconsin, and thought you might find it interesting. I haven’t fished in years but think I may try to find a weekend this summer to do just that.
I noticed you work in the construction trade. New construction, home repair, or something altogether different? Let me know, as I often come across people in the trades and would be happy to refer you where appropriate.
Again, good to have met you.
Sincerely,
James Rowe
The Law Firm of Rowe & Associates
100 North LaSalle Street, Suite 1010
Chicago, Illinois 60602
(312) 345-1357 tel
(312) 896-0212 fax
jamesrowe@rowelegal.com“
Notice that my e-mail doesn’t mention my business or request referrals; however, my name followed by my Firm and contact information remind the influencer of my profession and how I can be reached. Secondly, but most importantly, my e-mail invites (and actually requests) a response. This is crucial to developing a dialogue with the influencer. He or she should feel compelled to respond to your request for more information about their line of business, or at least reply with an email thanking you for the link or article. Either way, if they respond, you should offer a brief reply, and answer any questions they may pose to you in their response. You may find them asking you for your ideal referral so they can send some business your way.
One to two weeks after your first e-mail, you’ll want to send a follow-up e-mail to the contact telling them of some upcoming event that may be of interest to them. For instance, if you met them at a networking event hosted by an organization, a simple e-mail informing them of the organization’s next networking event could serve as a helpful reminder. It will also show them that their business is on your mind, and will increase their confidence in you as a source of information and referrals. They are more likely to refer someone who they believe is ‘in the know’ and may be a source of referrals to them in return. If in fact the person responds to your e-mail saying that they will be attending the event, go if you can go. A second meeting will cement the contact, and give another opportunity to network with the influencer.
Perhaps a week after your second e-mail or meeting, you’ll want to send an e-mail to your contact reminding them of your business and detailing those people who would make a good referral to you. In this letter, you can be a little more direct, but still, make it about them to a certain extent. Here is an example:
“John:
I’m trying to expand my practice into the area of representing business startups in their search for venture capital funding. Keep me in mind if you come across any great minds starting up a business, as I’d really appreciate the referral. As you know I’ve focused my Firm on representing the business interests of solo practitioners and professionals, so this is a natural extension of that practice.
Also, so that I can make appropriate referrals to you, how would I know your ‘ideal referral’ when I see it? For me, its pretty easy: anyone who has recently started up a business, or is thinking about doing so.
Thanks for keeping me in mind. Hope you’ve found time to get some fishing in. I’m hoping to go before the weather cools.
Talk with you soon.
Sincerely,
James Rowe
The Law Firm of Rowe & Associates
100 North LaSalle Street, Suite 1010
Chicago, Illinois 60602
(312) 345-1357 tel
(312) 896-0212 fax
jamesrowe@rowelegal.com“
The above e-mail accomplished a number of things. First and foremost, it makes the ‘ask’ for referrals, thanks the person twice for remembering you, identifies your own definition of your ‘ideal referral’, poses a question that again invites a response, and personalizes it by raising their hobby or interest.
Your next communication with this contact will hopefully involve an incoming or outgoing referral. Either way, to begin to develop a business relationship someone will have to make a referral. If you come across someone at an event that may be even remotely interested in something your ‘influencer’ provides, i.e., boat insurance, then make the referral. Also, tell your influencer that you’ve made the referral , and let them know that you’re just giving them “a heads up that Bill Jones may be calling you about some boat insurance. I gave him your contact information. Hope something comes from it.” Even if Bill Jones doesn’t call, your influencer knows you’re keeping his business in mind. And by doing that, you’re kept on his mind as a potential source of business/referrals, so ideally he’ll want to reciprocate the favor.
Once a referral has been successfully made and the client retained – whether it is someone you sent to him, or someone he sent to you – be sure to set up a time to meet your influencer for a business lunch. Tell them you’d like to “grab lunch and discuss a little business”. Clearly, if a referral has been made, you and the influencer have or share some common business circles, and you need to find a way so that both of you can maximize your opportunity to make referrals and grow your respective businesses or job prospects. If the other person connected you with an interview, job or a client, you shouldn’t mind paying for lunch, as its likely the most effective advertising money you can spend. If you made the referral to them, they may offer to pay. If not, still, pick up the tab. One client or job prospect is worth the cost of his/her meal.
One last hint for lunch: talk business FIRST this time, and save the talk about fishing for the end. This won’t be perceived as rude by this point because you’ve established a business connection by virtue of the successful referral. Also, if your lunch or conversation is cut short, or you run out of time, you’ll miss out on fishing tips instead of referral prospects.
In my experience, this approach seems to build strong business relationships focused on a mutual interest in the success of each other’s business and job/client prospects. Keep nurturing these relationships and you’ll not only develop clients or find your dream job, but you’ll develop your network and soon find yourself in a position to be an influencer and help someone else find their dream job, or develop their business much as you did yours.
As for me, I’m always looking to expand my network of influencers. If you’re similarly interested, drop me a note. I attend many networking events and could likely refer you to a few good online networking resources.
Best of luck to you in your networking. And remember, you can network or you can notwork.
-James Rowe, Author
James Rowe is the Principal of The Law Firm of Rowe & Associates, a professional firm primarily located in Chicago and Kankakee, Illinois. You can learn more about James and his law firm at: http://www.rowelegal.com .
James can be contacted at:
James Rowe
The Law Firm of Rowe & Associates
jamesrowe@rowelegal.com
Chicago office:
100 North LaSalle Street, Suite 1010
Chicago, Illinois 60602
312-345-1357tel
312-896-0212fax
Kankakee office:
555 South Schuyler, Suite 210
Kankakee, Illinois 60901
815-929-3844 tel
815-346-2358 fax
About the Author
James Rowe is the Principal of The Law Firm of Rowe & Associates, a professional firm primarily located in Chicago and Kankakee, Illinois. You can learn more about James and his law firm at: http://www.rowelegal.com .
James can be contacted at:
James Rowe
The Law Firm of Rowe & Associates
jamesrowe@rowelegal.com
Chicago office:
100 North LaSalle Street, Suite 1010
Chicago, Illinois 60602
312-345-1357tel
312-896-0212fax
Kankakee office:
555 South Schuyler, Suite 210
Kankakee, Illinois 60901
815-929-3844 tel
815-346-2358 fax