Networking Tip: Go Where Your Customers or Clients Are

By Karen Susman

A recent magazine ad for Red Lion Inns shows a lion checking in to the hotel. He's nattily dressed in a business suit. His mane is carefully groomed. When he registers, he tells the clerk he's attending the National Gazelle Conference.

This lion is one clever cat! He could have attended the KOBA (King of Beasts Association) conference and learned from his competition how to target gazelles. Instead, he chose to cut out a step and the competition by prowling with his target market (gazelles).

Last week, I provided a session on networking for career seeking CEOs, CFOs, COOs looking to connect with other C-level people. An excellent suggestion was made. Invest in tickets for and attend charitable galas. The heads of companies usually attend, sponsor a table, and appreciate those who support their causes. When you go, dress the part, don't accost the big cheeses, have someone introduce you, and don't sell or ask for a job. Remember, networking is about building long term relationships. Then comment on the event or cause that is dear to the CEO's heart. Finally, mention that you would like to meet with him or her at some future date to discuss something of interest to him or her. Be brief.

Don't hang on. Say "Good-bye" at the end of the evening. Follow up with a note and your card. Mention where you met, who introduced you, and something about the cause. Say you'll call to set a convenient time to meet. Then do call. If need be, ask the friend who introduced you initially to the CEO to call with a referral and to say you'll be calling.

I'm all for attending your own industry events to learn your craft, stay in touch, be visible, and possibly get business. Just don't limit your networking to your own like-minded contacts.

Karen Susman is a Speaker, Trainer, Coach, and Author of 102 Top Dog Networking Secrets. Karen works with organizations that want to maximize performance. Programs include Humour at Work; Balance In Life; Networking Skills; Presentation Skills; and Building Community Involvement. Order new guidebooks on humour, networking, time management, and community involvement by calling 1-888-678-8818 or e-mail Karen@KarenSusman.com. www.KarenSusman.com. Published in Networking Today, May 2005.