Harriet Lerner
Writes Column
Harriet has begun writing a series of columns on public relations for a
Yonkers newspaper, the Westchester Times Tribune. Here is the first one:
Flesh and Blood
By Harriett Ketive Lerner
Published: January 3, 2008 in the Westchester Times Tribune
Social Networking:
With all the fuss about social networking, which involves the Internet,
people might forget to focus on good old fashioned “live” networking, which
remains the key technique to make new contacts for your business. It doesn’t
work well if you don’t do it properly - – nor isn’t it as easy as “abc” The
following are some suggestions that have worked for us and others on how to
help you succeed in making a real, live contact. You don’t want an empty,
insincere dialogue or hands waving in the air to exchange cards.
Networking Varies - according to where it is held:
Your trade associations; networking within your profession.
Are you with peers, that is, would we be at a public relations
association? Would a tech specialist be at a technology meeting, or a lawyer
at the Bar Association– etc.? Many professionals overlook this kind of
networking, because the targets are less obvious. However, for this reason,
you might already know these professionals and so you should be touching
base and trying to find out what’s happening. If your manner is relaxed and
friendly, they might be more likely to tell you. If you are obviously
digging for business, they will be less likely to share. It’s probably best
to start out with something innocuous like “have you seen my web site,” or
“we updated our website” and then tell how. You are discussing the tools of
the trade, and not the trade itself, so the conversation can be relaxed.
Sometimes a person really opens up about a big project they just got, and
this might be your moment to volunteer assistance and work together. If your
offer has no takers, just move on and change the subject. You might want to
offer your card “for future needs” You can also network for vendors from
other professionals in your field. Most people don’t mind sharing good
providers, what better source than a colleague for a really good web
designer, photographer, and search engine optimizer, etc.?
Networking Events for all different businesses and professions:
Under 50 people. This size is in my opinion the most conducive to meet
business prospects. Because the room is not overcrowded, people don’t get
frantic about meeting everyone in it (that’s the best way to actually meet
no one!) You can take your time and see who looks friendly and walk right
over. Use glasses at all events if you need them. You won’t be able to read
their names otherwise and it’s better to retain a name than to be gorgeous
looking. (Maybe.) Keep a smile plastered on your face. Keep cards hidden
from sight but readily available to you when it’s time to hand one out. Try
not to act over anxious when you think you have met “the perfect prospect.”
Initiate the conversation by getting as much information about the person
as you can. Ask for their cards and if the conversation has gone to a point
where they have not asked a single thing about you it is time to say “nice
meeting you” and move on. If you have the stomach for the sardonic you can
say “don’t you want to know what I do?” It’s not worth the time. It is
worthwhile to hand out your card anyway – perhaps the person was in a coma.
Don’t run around trying to give your card to as many people as possible.
You will be observed doing so and deemed desperate. Desperation does not
sell well. Cards in themselves only carry value if you have made the
“connection” with the person and want to take it one step further. Write on
the back of the card why you would want to contact them. Believe me, you
will not remember.
Large venue; over 75 people. A great big room is less effective for
networking.
Everyone will be networking like mad. This hardly ever works because
people are concerned they are missing out on meeting someone “perfect for
them”. Also you will probably meet a number of people you know already who
will remark “let’s not waste time talking to one another.” This will stand
in history as one of the least enlightened comments I have ever heard. Not
only is it insulting, but it overlooks the opportunity to quickly network
with a friend who might tell you about a project, or better yet, include you
in it. The only good part of these “free for alls” is the sit down. If you
are lucky enough to sit at a table with a potential client you will have it
made, unless he/she turns his back on you to network with the person on the
other side!
In all networking encounters, remember to talk about your website and ask
about theirs. No matter what business or profession, this is the greatest
commonality today. You certainly aren’t going to chat about your brochure or
your card!!!!
Harriet Ketive Lerner, president of Harriet Lerner
Enterprises, LLC, public relations and branding, has been writing for almost
thirty years and creating visibility campaigns for clients for almost ten
years. http://www.goVisiblePR.com
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