work the room: networking made simple

Working The Room

Networking Made Simple

Jasmine Sante

@mjsante

Agenda1) About Networking

2) Preparation

3) At the Event

4) Follow-up

About Jasmine

• Digital Strategy Consultant

• Avid Networker

• Started a Mentoring

Program

• Founder, Web Content

Mavens (www.meetup.com/webcontentmavens)

About You –

Which One Are You?

1. Job Seeker - Active

2. Job Seeker - Passive

3. Advance in Current Career

4. Career Change

5. Generate Business

1. For Your Employer

2. For your own business

6. Other Reasons (new to town, meet people, learn a new skill, etc)

Keep track

of :• Goals & plans

• Elevator Pitches

• Key descriptors of

your awesomeness

• Lists of

networking options

• Success stories

• Contact lists

• Etc...

Your Networking Notebook

NetworkingWhat It Is – and Isn’t

What is Networking?

Network: a “group, system, etc of

interconnected or cooperating individuals”

You. Me. Your network. My network.

(You. Me.)x

(Interacting

+Building a

Relationship )

=

Multiplied

Benefit

NetworkingIt’s about relationships

Networking is about...

–Creating relationships

–Establishing communication

–Building trust networks

–Defining & supporting mutual

benefit

–Achieving momentum

Networking is NOT about...

–Using others to advance

yourself

–Short term job seeking or short

term benefit seeking (see Sales)

–Taking from people without

giving benefit

–It’s not short term

Reciprocity!

When Someone Has Met You

When people know you and have a relationship with you, they are more likely to:

–Advocate for you

–Remember you when an opportunity opens up

–Help you with issues and challenges

–Give you a better deal than a stranger

When You’ve Met Someone

When you’ve met someone, you are, in turn, more likely to:

–Advocate for someone

–Remember someone when an opportunity opens up

–Help others with issues and challenges

–Give a better deal than to a stranger

= It’s an Ecosystem

Networking is an interaction, a relationship between you and other people.

But networking begins before that meeting. – It begins with you knowing yourself - your skills your

abilities and your challenges

– And ends with you presenting an honest, interesting & compelling person at an event

– With a lot in between including• finding the right event

• talking to the right people

• presenting a positive image

• communicating successfully

• being memorable

– And can continue with email and follow-up

Network

Strategically

Network Strategically

1. Be Prepared

2. Be A Participant

3. Be Results-Oriented

4. Build Relationships

5. Be On & Offline

6. Be Long Term

AND

7. Practice, Practice, Practice

Don’t let this stop you from participating.

BUT

Preparation helps

Be Prepared

Participate: Just Do It

Networking is not about

friends. It’s about results.

- Focus on it.

- Put energy into it.

- Expect results.

Be Results Oriented

Build Relationships

In person = stronger online

relationships

Online = stronger in-person

connections

Be On & Offline

• Networking is about the promise of a

future benefit

• It is not immediate

• Build towards the future

Be Long-Term

• You’ll get better with

practice.

• If you are new, you’ll get

good.

• If you are good, you’ll get

better.

Practice, Practice,

Practice

1. Preparation

Networking Preparation

1. Your Goals (what outcomes)

2. Your Brand (value proposition)

3. Your Intro or Elevator Pitch

4. Your Barriers or Challenges

1) Know Your Goals

2) Know Your Brand

3) Know Your Barriers

4) Find Where to Network

Know Your

Goals

Your Situation -> Your Goals

SITUATIONS

• Job Seeker - Active

• Job Seeker - Passive

• Advance in Current Career

• Career Change

• Sell or Generate Business – For Your Employer

– For your own business (consultant, startup, company owner)

• Other Reasons (new to town, meet people, learn a new skill, etc)

Networking Goals • Get a job

• Evaluate new opportunities

• Plan for a career change

• Advance in your current company

• Meet experts in your field

• Meet experts in adjacent fields

• Find prospects – sales or otherwise

• Build your reputation

• Business Development

• Sales

Goals By Who You Represent

• You (job) = job, next career move,

networking, professional dev, resources for

work

• You (career & personal) = Friends, new

ideas, relationships, learning opportunities

• Freelance or Company Owner = business,

business leads, contractors, relationships

• Startup = funding, early adopters, co-

founders

• Company = Biz Dev, exposure etc

Know

Your Brand

Communicating

A Brand

That is:

• Positive

• Memorable

• Relevant

YO

U

YOUR BRAND

= Memory Helper

Branding = signals that generate

associations.

Building Brand You

1)Evaluate your attributes &

characteristics

2)Create a value proposition

3)Ensure that it resonates

The Value Proposition

The Value Proposition answers the question: Why should this person want to talk to you?

Identify your personal brand - the accurate, concise, clear and compelling statement of who you are that will engage others and create relationships and opportunities -and learn how to communicate your brand efficiently and effectively.

People use brands as

shortcuts to make

purchasing decisions

- Allen P Adamson, BrandSimple

You too are a brand. Whether you know it or not. Whether you like it or

not.

McDonalds

Mom - child-friendly

Teenager - cheap, place to

hangout

Late Night Worker – open

late/open early

Starbucks

Traveler – familiarity, consistency

Consultant – wifi, consistency

Jasmine – remake it if it isn’t right

Attributes of a Strong Brand

Your Personal Brand Is:

• Positive

• Accurate & Authentic

• Relevant

• Memorable

• Succinct

Positive

• This is the best version of you.

• It needs to be accurate but also highlight

the strongest parts of you.

Accurate & Authentic

• You need to promise something accurate

& authentic.

• You do not need to share every flaw

• You DO need to be authentic

Relevant

• Make sure your brand aligns with a need.

Compelling & Memorable

• People need a way to differentiate between brands - a way to remember you and what you do or offer

• If there are already lots of XYZs, don't focus on that. If you do something very esoteric, find a way to package it that is still unique but not so specialized.

• IE if you do user research for startups, talk first about user experience and startups.

Succinct

Clear

Succinct

Enough Said

Personal Branding Statement

1. Who you are (your skills & specialty)

2. What you do (your industry/service)

3. Who you work with

4. A leading attribute

Introductory Statement

1. Name

2. Your role

3. Your skills and specialties

4. Who you work with or for

5. Your company and/or service

6. Next steps (relating to your goals)

Removing Barriers

Self Assessment

• Honest

• Focus on knowing challenges

• Moderating what is unsuccessful

• Owning what you like or can’t

change

Barriers: Talking Related

• Overtalk

• Me Talk

• Questioner

• Quiet talk

• Monotone

• Interrupter

Barriers: Personal Space

• Close talker

• Loud talker

• Too excited

• Fiddler

• Toucher

• Looking Around (as if bored or checking people out)

Barriers: Approach & Demeanor

• Too complimentary (esp to opp sex)

• Overly agreeable

• Needy

• Bored (real or seeming)

• Pushy

• Aggressive

• Me person

Barriers: Approach & Demeanor

• Over-inflating - “I’m the best”

• Under-inflating - Too self-

deprecating

• Everything is perfect, fine and

fabulous

• Rambling personal story

• Nothing to say

Barrier: Shyness & Introversion

Barrier: Fear

Fear of:

• Judgment

• Not Measuring

Up

• Failure

• Embarrassment

Make A Mistake

Forget a Name

Get Shy

SHAKE IT OFF!

Before You Leave

the House

Personal Style

Be the

stereotype

(if you want)

Dress Up

Judging others based on immediate visual and

behavioral cues becomes habit, then instinct.

– Peter Montoya

Where to Network

Online and In-Person

Online Networking –

Create a Brand

• Twitter

• Facebook

• LinkedIn

• Secondary Networks (Instagram, Goodreads, Yelp, etc)

• Website

• Email Groups

• Company Information on You

• Other Online Presence

Basic Online Brand Elements

• Strong, identifiable photo

• LinkedIn profile

• Online name (aka handle) that is easy to

say

• Simple twitter account

(if you are in digital, communications, leadership,

etc)

• Audit your name

(be sure it is searchable and not embarrassing)

• Use personal email

The Value of In

Person

Networking Partners

Find a

networking

partner or

friend who will

join you.

Where to Network - Professional

Broad Networking Groups

• Chamber of Commerce

• Business Affiliate Networks

• Networking or Business Clubs

Specialized Networking Groups

• In Your Field

• In Adjacent Fields

• In Unrelated Fields

Business Associates (Clients, Contacts, etc)

Co-Workers – Previous & Current

Conferences and Work Events

Where to Network - Personal

BUILDING YOUR NETWORK

Other Groups

• Toastmasters or similar

• Civic Organizations

• Cultural Groups

• Clubs

Family & Friends

Alumni Groups

Everywhere (well, almost)

Who to Target At Events

Not just the obvious – think about:

• Adjacent Professions

• Potential Advocates

• Connectors Who Can Make Introductions

• Influencers Who Can Suggest You to

Others

Where to Find Events

• Meetup

• Eventbrite

• Twitter

• Facebook

• Search on “DC” “groups” “networking” +

keywords in your interest area

Both On & Offline

Online – twitter, facebook, blogs, etc

Online To Offline – People you know online that you meet in person

Plan for the Future!

When you meet someone, evaluate them based not just on your currentneeds

Instead, on where you and they might be in a few years.

Binge Network

• Go to a lot of events for a couple of weeks

– you’ll get to know people and feel more

comfortable.

At the Event

Have a Mission

Have a simple mission. For example

• Meet 3 new leads

• Talk to 3 strangers

• Don’t get trapped in conversation

• Etc

Nametags

At the Event: Nametag Guidelines

• First Name = big letters– Common name = add a last initial or last name

– Hard to pronounce = option of a pronunciation key

– Bad handwriting = Bring your own pen or pre-written name tag

• THEN: Something To Start a Conversation– Your company

– Your title – interesting or vague

– Something quirky

– A question

– etc

At the Event: Body Posture

• Generally, be open to people (to the

largest degree you can)

• Open body posture

• Look around, not down

• Smile when someone meets your eyes

Don’t do this!

Body Posture Dos & Don’ts

• Don’t sit down

• Don’t fiddle with your iPhone

• Do stand near the bar, buffet, entrance or other gathering place

• Do have a drink in hand to avoid crossing your arms

• Don’t stand with a closed posture or look down

• Do look around the room – slowly and calmly (you aren’t looking for someone – you are viewing the crowd)

• Do meet people’s eyes – and if they are close, smile and introduce yourself

Find an open, welcoming body

posture

Drinks at Events

How to Interact

How to Interact: Mechanics

• Who to approach

• Starting a Conversation

• Continuing Conversation

• Break into a conversation group

• Work a room

• When to offer a biz card

Dos & Don’ts

• Stop worrying about etiquette

• Talk to new people

• It's ok to start with a friend/acquaintance in

the first few minutes or when you feel

uncomfortable

• Visit with them when they are talking with

someone

3 Parts of a Conversation

1. Opening

2. Discussion

A. Who you are

B. What you do

C. Why they want to interact with you

(and the reverse for your conversation partner)

3. Close

Starting the Conversation

• Be sincere

• Be brief

• Use an open-ended question

Icebreakers &

Conversation Starters

Conversation Starters

• Hi, my name is Jasmine

• What brought you here?

• Are you an x or a y attendee?

• Do you know many people here? I'm trying to meet x or y. Or to meet people who do x or y.

• Do you mind if I join you?

• How did you hear about this event?

• There’s a lot of x. What jumps out at you? (or what doesn't work for you, etc)

• Are you following x story?

More...

• That’s a great tie. Love that shirt.

– When someone compliments you – use it as

an opportunity to talk more.

• Have you tried the food yet? I’m torn

between the beef and the veggie.

• I’m trying to extend my network – not just

talk with the usual suspects.

• Is that a Note? I’ve been looking at those.

Next Phase

• Brevity – it continues.

• Questions – use them sparingly

– What are you working on?

– What are you interested in?

• Relate to something they just said

• Talk about a friends project

• Talk up technology

• Be helpful

• Talk about yourself!

Non-Professional Events

(or later at professional ones)

• Ask an intriguing question

• Great event. I know I should go home but

I’m enjoying this so much.

• Are you having fun?

• I’m thinking of grabbing dinner after this –

do you know the area?

Breaking Into Group Pods

Ending the Conversation:

Follow-up

If you want to follow-up:

Clear, concise call to action

• Do you have a business card?

• I have someone I think you should meet

• I'd love to talk more, grab coffee, pick

brain

Ending the Conversation:

Introduction

If you feel you don’t have a connection but

the person is relevant to others:

Make an introduction!

• Makes a positive and memorable

impression

Ending a Conversation:

No follow-up

• “I’m headed over there. Nice to meet”.

• “Excuse me. I have to take this text message”.

• “I’m sorry but I need to take care of something”. <-or talk to someone

• “This is a great conversation. Can we continue this later?”

• “This has been great. I’d like to meet a few other people but let’s talk later.” <-optional

Follow-Up

Following Up

• Twitter, Facebook, linkedin, etc

• How to follow-up after no reply

• How to keep the conversation going

(types: casual keeping self on radar, when

you want something, etc)

Stay In Contact

A few ideas...

• Jot down notes about people.

• Follow-up to see if a deal went through, if they found a new apartment, etc.

• Send interesting articles with a short note (“Thought this might be of interest”)

• Forward events that might be useful to them

(Note that frequency will depend on the relationship - but once a month is usually the max unless you are close with someone.)

Follow-up with Ask

Steps in the follow-up

1. Memory nudge: where we met or what we talked about

2. The ask: short conversation, intro, etc.

3. Specific time options or specific next steps

4. Statement of flexibility or alternate plan

5. Action step for the other person

6. Thanks

Follow-up with Ask (Pt 2)

• Onus on you

• Be clear about expectations

– leads

– groups

– overview of profession

• State time request clearly

• Be grateful

Not everyone is available

• Don’t take it personally if there is no reply

• Be willing to nudge after a week

– Be casual & light

– Do NOT imply guilt

– Don’t pressure

Say Hi!

Jasmine Sante

Sante Strategies

mjsante@santestrategies.com

@mjsante