| If
you’re interested in improving your networking
skills at conferences or parties, prepare yourself
before you leave home, take your time once you get
there and, if you need it, ask for help.
By
Prudy Taylor Board
According
to Andrea Nierenberg, president of The Nierenberg
Group and dubbed “The Queen of Networking”
by The Wall Street Journal, you can’t immediately
begin flashing a business card or discussing your
services. Effective networking takes time. Instead,
she suggests that you focus on establishing a rapport
with the new people you meet.
“Be
sure to read the paper that day,” she advises.
“Look for articles that are both of general
and specific interest. The idea is to have something
you can use to generate conversation. And then,”
she adds, “once you have the conversation underway,
listen.”
Topics
such as geography always work if you’re out
of town. For example, ask the person sitting next
to you, “Where are you from?”
And
don’t expect immediate networking results. As
an example, she cites a recent experience at a dinner
party she attended at the University of Southern Indiana.
“I always ask people what they do. At this party,
I learned during our conversation that the man sitting
next to me was a dentist. The man sitting on my other
side seemed interested in our conversation and I learned
he sold advertising for a magazine geared to dentists.
I put the two of them together and they started an
interesting discussion.”
Nierenberg
helped the two men, but a legitimate question is what
did she gain? In the course of their conversation,
the dentist asked Nierenberg where she was from. She
told him she was from New York and he asked if she
knew a person who worked at a New York bank. Nierenberg
smiled because the women banker was one of Nierenberg’s
clients. When she called the banker a few days later
to tell her what happened, her client said, “I’m
glad you called. I’ve got a project I want to
discuss with you.”
“It’s the domino effect,” Nierenberg
says, “and the more you network, the more this
sort of thing happens.”
The
7-second introduction
You must also be prepared to answer the “what
do you do” question with a seven-second introduction,
Nierenberg advises. “You must give your introductory
statement some thought and, instead of making a simple
statement of fact, come up with a benefit statement
that has some punch.” For example, instead of
saying, “I’m a doctor of chiropractic,”
she suggests you might say, “I help people walk
or sit more comfortably,” or “I relieve
people of back pain.” This is important because
the person then has an opportunity to ask you questions
and a conversation is born that is of interest to
that person.
Patients
provide networking opportunities
You don’t have to limit yourself to thinking
in terms of specific networking events, such
as parties or conferences, says Andrea Nierenberg,
a networking expert. Take advantage of networking
with your patients. “People would much
rather go to healthcare professionals they trust,”
she says. “When your satisfied patient
recommends you to another person, your patient
is helping a friend.”
Dr.
Andre Flaudell, a chiropractor practicing in
Delray Beach, FL, agrees with Nierenberg. His
most successful networking efforts involve speaking
in front of groups. Flaudell recommends checking
the club listings in your local newspaper. “You
can speak from five minutes to an hour and then
you have an opportunity to socialize with the
members,” he says. “Choose your
area of expertise.” Topics he’s
spoken on range from avoiding injuries and nutrition
to health care legislation. “This way,”
he explains, “you market yourself first
and your product second.”
Dr.
Mark DiRoma of the MDR Clinic in Boynton Beach,
FL has achieved his greatest networking success
by being involved in the community, specifically
through sports and children’s organizations
and school events. DiRoma, the father of school-aged
children, coaches hockey and football. “I’ve
gone to patients’ junior and high school
games where I’ve met other parents as
well as teachers and coaches. That’s been
an excellent experience,” he says. Among
other civic organizations, he’s spoken
at the Optimist’s Club, an organization
that helps children.
Says Nierenberg, “Give yourself permission
to network. You’re just building your
business and there’s nothing wrong with
that.”
|
Positive
selftalk is important
In her book, Nonstop Networking, Nierenberg also advises
positive self talk. “Give yourself a pep talk.
In the car or taxi before you arrive, write down a
couple of interesting and positive things about yourself.”
As examples, she suggests, “I am glad to be
here,” “I am a great listener,”
“I am a friendly person and eager to learn and
meet new people,” and most importantly, remind
yourself that you are an expert in your field and
eager to be a resource to others.
Put
your spine into your networking
According
to Marisa D’Vari, president of Deg.Com
Communications, chiropractors should put some
SPINE into their networking if they want to
increase the number of patients they serve.
D’Vari’s acronymn is especially
appropriate in this instance:
S = strategy. According to D’Vari, you
should “Consider that networking is not
the place to ‘sell’ but a place
to develop your platform and position yourself
as an expert in your field.” She recommends
that you decide before you go what impression
you want to make and work toward that objective
at the event.
P = partnerships. Seek people with whom you
can form a mutually beneficial relationship.
Strategize the ways you can work together to
add value to a specific client or industry or
act as a source or referral to one another.
I
= image. D’Vari reminds you that, “When
you are new at a networking event, people will
base their initial impressions on the visual
message you send through your clothing and grooming.”
She adds, “Smiling telegraphs good will
and radiates positive feelings.”
N
= nerve. Says D’Vair, “If you have
the chance, plan your introduction by doing
background research into the person or issue.”
However, she adds, “There are those times
when you have only one chance – you must
act immediately or lose the opportunity forever.
Develop nerve.”
E
= exit. In strictly social events, D’Vari
explains, it’s considered rude to exit
a conversation after only six minutes. However,
at a networking event, D’Vari says, “It’s
time to exchange cards and move on at the six-minute
mark. Simply say, ‘It was nice to meet
you,’ and exchange cards or suggest that
you walk to the buffet table together where
you will both quickly meet other people.”
Following these five simple steps will enable
you to turn any networking event into an unqualified
success.
Source:
Marisa D’Vari is the author of Presentation
Magic: Dazzle and Deliver Talks With Confidence,
http://www.deg.com.
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If
it’s an association event, Nierenberg suggests
that you find the designated greeter or host and simply
ask for help. “One night at an association cocktail
party, I lingered after checking in and, reading the
nametag of the woman at the registration desk, said,
‘Barbara, it’s nice to meet you. I’ve
read your organization’s newsletter and it sounds
like you have a lot of active members. Could I ask
your help in introducing me to a couple people here
to break the ice?’ Barbara was glad to help.
She introduced Nierenberg to several people and the
ice was broken.
Nierenberg feels strongly that successful networking
is key not only to a successful practice, but survival.
She sums up her philosophy saying, “The opposite
of networking is not working.”
Prudy
Taylor Board is a freelance writer. Andrea Nierenberg
can be reached at andrean@selfmarketing.com
or www.selfmarketing.com
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