Networking Doesn't Have to be All That Bad

I went to the 11th Annual PWN Spring Conference yesterday. By the way, the totes I handed out as my promotional piece (see previous post) were very well received. Very exciting...

The theme of the conference was "The Chemistry of Networking" given by guest speaker, SagePRESENCE. I learned a few tricks that I thought I'd share, as they truly make networking seem less horrific.

Networking is imperative to almost all business owners; it's the only way we can continue to build a client base on a personal level. It's also a less expensive form of marketing/advertising and it allows prospective customers to put a face with your business name (which alone is huge). Truth be told, many people hate the idea though. Approaching people that we don't know and being forced to sell ourselves can give us a squeamish feeling, and what's worse, can give others a squeamish feeling about ourselves. So how is it that networking can be more enjoyable while beneficial?

SagePRESENCE taught the group yesterday that many people view networking as "me vs. them" situations, where one feels like the room is filled with prospective clients and it's up to the individual to make as many contacts in the shortest amount of time possible. In reality, SagePRESENCE explained that all it's about is having an authentic conversation. Shift the focus from yourself and stop thinking in your head about whether or not you're blushing, if you're sweating, if you sound ridiculous, etc. Focus on the other person and what they're actually saying. Do this by asking questions and by genuinely trying to learn about the individual. Then be the person to fill a need. If the product/service you have to offer doesn't fulfill what the individual is looking for, think of your network and be the person to recommend someone who can. This not only helps two people out, but it makes you a more memorable contact, which really works in your favor.

For example, if someone approaches you and you start chatting, simply ask, "What is it you're looking for today?" Continue to ask questions until you have a true need you can try to fulfill for this person. Then, when the conversation turns to you, say something along the lines of (for example), "I'm in graphic and website design. I help companies to establish their identities and to work that into a complete branding package. Do you currently have a website/graphic designer?" If they say yes, that's fine. But the opportunity isn't over. Continue with, "That's great! Well, do you know anyone who may be in need of some help?" Now, suddenly, you're no longer just talking to that individual, but to everyone that they know - to their entire network, SagePRESENCE explained. The person will surely not feel bombarded with selling tactics and is likely to remember such an authentic and genuine approach.

This is what networking is supposed to be about. It's about having real conversations with people and not just phony sales pitches. SagePRESENCE suggests that by practicing asking questions and really appreciating the answers with your friends, co-workers and family members, these steps will come naturally. And your networking opportunities will be better for it.


SagePRESENCE is a consortium of filmmakers who specialize in this process. Since 2001, individuals and organizations have approached SagePRESENCE to increase their professional influence. Our programs teach them to speak in the way their audiences think, and to leverage their presence to inspire their audiences toward decisive action.