In my last post, I discussed the idea that networking is not about who you know, it’s about who knows you.
In that vein, getting people to know you is not about flinging as many business cards as you can at people and hoping something sticks. Rather, it’s about meeting one or two key important people and developing a relationship with them.
The problem is, that takes some time.
On the plus side, there aren’t many other people who are willing to put that kind of effort into their networking. They’re still flinging cards faster than a Vegas blackjack dealer, wondering why no one is calling them.
In my last post, I also said that just because you meet someone important at a networking event doesn’t mean they’re ever going to call you. Rather, what matters is that you’re memorable (in a good way), helpful, and can provide them some value.
How do you do that? If you’re an entrepreneur or work for a small business, that’s easy. You invite that person out for coffee, have a one-on-one and get to know them. Get to know their business, their pain points, and then provide them with some value. You can do that by referring them to people who can help them, or you show them how you can solve their problem yourself. (Note: there is an important difference between “solving their problem” and “selling them stuff.”)
But, it’s different for dealing with someone who’s at the top of their organization, company, or of life in general. When you’re trying to reach out to people at a higher level than you, you can’t rush things or handle it the same way you would when reaching out to an entrepreneur.
Now, and this is important, this is an ongoing process. This is not an I-bought-coffee-now-we’re-friends procedure. You actually need to spend time with them. Attend the same networking or professional events. Get involved in the same professional associations they are. If you’re trying to break into that industry or market for any reason, you should be doing this anyway.
Next, and this is even more important, don’t be a pest. Don’t follow this person around like a lost puppy dog. You’re a professional, and an adult. You don’t need to jump around, nipping at this person’s heels, saying “Look at me! Look at me! Pay attention to me!” Just sit back, relax, and see how you can truly be useful. As you become useful and a valuable resource, you’ll find opportunities to cross paths. You become memorable because you’re resourceful. You’re bringing value to them and their organization or association.
Now you’re not “that pesky person I met at a Chamber dinner.” Rather, you’re someone who has done some pretty useful and cool stuff. And that goes a whole lot further than a $3.50 cup of coffee.
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