From coffee to business
Let's reiterate: when you're having a networking conversation, the goal is to help each other. The first way to do that is to have an enjoyable conversation. Ideally, one that energizes both parties and generates new ideas. Something that makes them both think: I'd like to talk to you again in six months.
The chances of doing business through connections increase dramatically. The paradox is that the less fixated you are on getting a job, the more likely you are to get it through your network. Huh?
Because if you're too focused on your own sales, you'll see the other person less and connect less. So don't expect immediate results from such a conversation. Don't rush into job hunting. If you click, the other person will definitely think of you. And if you hear a buying signal (see chapter 2.1) then you can offer to help the other person.
In practice, making that transition can sometimes be difficult. This is especially true if you've never done business before. Or if you know someone personally and now want to connect professionally.
Because you'll encounter these situations regularly, it's helpful to pause and consider how you approach them. It's about finding the right balance between two extremes: the hard: Shall we finally talk about business, because that's what I'm here for? versus reluctance or timidity that leads to postponement or cancellation.
In any case, you want to make contact first and then discuss the content of the matter. See also chapter 6.8 Contact for contract.
It helps to realize that the other person also understands this is a networking conversation, and that you're not just there to share your holiday stories. In fact, the other person is investing their time in you. And for good reason. If you were to use this time solely for private conversations, you might as well have met at a café. Which isn't to say, by the way, that a café isn't a good place to network.
How do you transition from pleasant small talk to business without feeling pushy? Here are a few ways.
Start by giving: ask how you can help the other person
One way is to ask the other person at some point how you can help them. Perhaps through a connection with someone in your network? If you ask someone how you can help them, it's normal for them to ask you the same in return.
Say something like: This is a networking conversation, so I'd also like to explore how I can help you through my network. Are there people you'd like to connect with? If I know them, I'd be happy to connect you.
Chances are the other person will then ask a counter-question. It wouldn't be very elegant to respond: Do you have another assignment for me? What works better is a question like: You know how I work, do you perhaps know someone who I can help with my services? If the other person has a job to do, the answer is Yes, I do. Otherwise, you invite the other person to look further in their own network.
State that you enjoy working together (again)
Simply say you'd like to work together. Showing (genuine) enthusiasm helps. It's also helpful if you prioritize the other person's interests over your revenue. So, preferably not: "Do you have any work for me?"
Better something like:
I have enjoyed working with you in the past, and I would love to work with you again.
Or:
I think this is a great organization/project/topic; I would really enjoy working on it.
You can also do this right at the beginning of the conversation, with an announcement so the topic doesn't come out of the blue. It doesn't have to be a formal agenda, of course. At the beginning of the conversation, say something like:
I'd love to hear how you and the department are doing, and tell you what I'm working on. And, of course, I'm also very interested in exploring where we could potentially do business.
Or:
Well, Robin, it's great to be here. I'm enjoying catching up with you, and I have a few topics I'd like to discuss. Of course, I'd love to hear how you and your work are doing. And I'd appreciate it if you could share your thoughts on a new quick scan we're developing, which might even be of interest to you. What topics are on your list?
Suggest a try
A trial is an accessible way to experience how the collaboration works. It's one of the steps in the Seven-Step Staircase we discuss in Chapter 2.10.
You're proposing to try out what it's like to collaborate on something small. To see how it works, while minimizing the risk. This could be paid or unpaid.
Examples of a tryout include: a short scan, a mini-study, or a workshop. Of course, you can already think about what tryout you'd like to offer in this networking conversation. Perhaps something like:
Robin, with the new environmental standards law, many of our clients are wondering what to do next. That's why we've developed a quick scan to help your organization understand the impact this law will have on you. It might even lead to recommendations, which you can implement yourself or ask us or another agency for assistance.
I'd love to collaborate with you again on this topic, so I thought I'd ask what you think of the idea...
It's helpful to have a collection of tries you can offer in these kinds of conversations. And to consider beforehand which try is appropriate for each conversation.
- Networking is a two-way street. Make sure it's an interesting conversation for both of you.
- Talk enthusiastically about your new passion or product, and don't just start selling it straight away.
- Ask for help and advice. It works both ways. For example, if you ask for feedback on a new product, you'll often receive helpful tips. Moreover, many people appreciate being able to offer advice and feel that their opinion matters.
- Help the other person help you. Make it easy for them to find what you're looking for. Describe as specifically as possible what or who you're looking for. See also Chapter 2.3, Lucifer Story: When should I call you?
This article was written by Jan Willem van den Brink and Maarten van Os from DreamfactoryIt's based on a chapter from our book Client Wanted – Acquiring as part of your job.
If you wish to use it, we would greatly appreciate attribution.
Want to know more about this topic or how we can help your organization? Email or call us at 0348-741670.