A guest post by David Luke
Swimming Pool Rules for Networking
Memorial Day is right around the corner. For most people, this is the symbolic start of summer, although for us in the northeast, it would be nice to have our raincoats put away by then. Memorial Day is also the symbolic start of pool season, when people open up their own pools, and start going to the town swimming pools as well.
Town swimming pools have a lot of rules, mostly because of legal liability. But there sure are a lot of those rules – no running, jumping, splashing, eating, drinking, or horseplay. And yet, we all follow those rules like they are the commandments of Moses.
Master networker and public speaker, Michael Goldberg, has picked up on this theme, and has published a book by the title “Knock-Out Networking!” In this book, Michael has devoted an extensive chapter on “The Pool Rules of Networking” ™. I had the chance to hear Michael present these rules last week, and wanted to share the first five. You can get the rest of the 21 rules by buying his book, which is on Amazon.com.
Rule 1 - No selling –ever!
This rule defines networking as much by what it isn’t as by what it is – networking is a proactive approach to meeting people so that you can learn and potentially help them – not to sell them something (like yourself). In job search, that means don’t hand someone your resume the first time that you meet them, unless they ask for it. A better method is to ask how you might be able to help them in some way.
Rule 2 - Everyone is not a prospect
Michael defines a prospect as “someone who knows you or knows about you, has an interest in your product or service, and is open to making a purchase today or in the future.” In job search, it means that not everyone can help you, or buy from you. And that’s OK. Contacts are not all prospects. But they might be the conduit to getting you to the prospects. They key is to know the difference between those two.
Rule 3 - It is never about you
Sad that this is the most violated networking pool rule going, so please stop talking about you, and listen! And never make it about you, unless someone else asks you to first. The rule of paying it forward applies here – if you offer to help someone first, they will likely want to help you down the road. And besides, most people love to talk about themselves.
Rule 4 - Decide on a target market
This is a tricky one, because it’s not easily understood. Michael defines a target market as those whom you serve best, and therefore wish to serve most. We need a target market because once we become experts at something, then we know whom we can try to help. There is an entire chapter on creating your target market, and how to create marketing gravity. Some people become afraid of being in too small a self-defined niche, but these days, experts rule!
Rule 5 - Create and use your elevator speech
This elevator speech phrase has gotten a little tired, so some people call it a value proposition now. It needs to be focused, short, and to the point. You might only get 20 seconds to deliver it, so we all need to practice on our own. It needs to be rehearsed, but not sound rehearsed. It needs to sound natural. The goal here is tell someone what you do, or want to do, and do it before you lose them.
There are 16 more rules after these, and many of them are quite valuable. But the last one may be the most important – Rule 21 – that is to “have fun”! Networking is fun once you practice it, and become comfortable with it. For me, introducing myself right away and offering to help people has made it much more enjoyable. And who knows – you might make a few good friends along the way!
Michael Goldberg is the author of “Knock-Out Networking!”, and is the founder of “Building Blocks Consulting, LLC”; a sales consulting firm that helps organizations grow their business through networking and referrals.
David Luke is a 20-year publishing veteran who is currently consulting in the world of print and outdoor media. He is completing his M.A. in Counseling, and has recently started an intense study on Mobile Marketing certification from the MMA. A trained public speaker, David is coordinating the P3 Career Advancement Division to help further develop the careers of those in the graphic communications industries. He is also the co-host of Ask Deb and Dave, a blog talk radio show geared towards career help and advice.
Photo Credit: Flikr photo: Pool Rules by Danie VanDemere
Read more about organizing for Success:
Tags: Knock-out Networking, Michael, Goldberg, Networking, Rules, Jobs, Employment, Marketing, David, Luke,
