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 tuneup@1PersonBusiness.com Contact Pat at
Pat@1PersonBusiness.com
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