work the room: networking made simple
TRANSCRIPT
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
• 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
• 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
