1. Go out and network!
Networking at local business
functions is a great first step
for connecting with others and
generating more word-of-mouth
business. Not only do you get to
meet new folks, it also puts you
in a great position for generating
referrals from people who might
know others.
However, I’ve also seen networking
done the wrong way, which can be
counterproductive for your practice.
So let’s go over some “do’s and
don’ts” to ensure you’re networking
like a pro!
• Do ask the person what kind of
business they’re in (and listen
for understanding).
• Don’t immediately hand out
your business card to everyone
you see.
• Do have a concise “elevator pitch”
for introducing yourself (see
“Create a strong elevator pitch,"
at right).
• Don’t try to “work the room” and
talk to as many people
as possible.
• Do follow up with contacts
afterwards.
A mistake I see a lot is people
thinking that “networking” is all
about handing out business cards
to everyone they meet. Or, in an
effort not to seem like a used
car salesman, they do the exact
opposite: They don’t hand out
their cards and just hope business
comes their way as a result of
attending the event.
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Coaching World
Neither approach works.
However, when you’re networking
like a pro, you understand that
networking is less about “working
the room,” and more about
creating a connection that has the
potential to be mutually beneficial
for both parties.
And by engaging in some of the
“do's” on this list, you’ll be well on
your way toward that goal.
2. Create a strong
elevator pitch.
An elevator pitch is a concise (20–30
seconds) introduction to who you
are and the exact benefit you
provide. A strong elevator pitch is
absolutely essential if you’re looking
to create a connection, because it
gives people an idea as to why they
should talk to you in the first place.
At networking events, one of
the first questions people ask
is, “So, what do you do?” Often,
I see coaches respond with a
meandering, roundabout answer
that does nothing to spark a
potential connection.
minutes each talking about
your respective businesses and
potential ways you could help
each other out.
• Inviting them to another
networking event you’re
attending.
• Including them on your online
newsletter (but only if you’ve
gotten their permission first).
Prospective clients and referrals are
everywhere, but you won’t attract
them automatically. However, by
following the three steps outlined
here, you can begin building fruitful
connections and get more referrals
from everyone you meet!
Conversely, when people ask
me what I do, I say, “I help busy
entrepreneurs market their
business in less than 90 days.” And,
depending on the situation, that
response can prompt the following
question: “Oh really, so how do you
do that?”
And off I go talking about my
business and making a potential
referral connection, all because I
had an elevator pitch that prompted
their interest in the first place.
“I define connection as the
3. Follow up.
energy that exists between
When it comes to connecting,
nothing is more important than
following up with people so you
can stay connected. I can’t tell you
the number of times I’ve met good
people while at a networking event,
on ly to have them not follow up with
me later.
people when they feel
Here are some options I like for
staying in touch:
• Inviting them to a one-on-one
“coffee connection,” where
you both spend about 20
seen, heard and valued;
when they can give and
receive without judgment;
and when they derive
sustenance and strength
from the relationship.”
—BRENÉ BROWN