Networking? Breaking the ice takes thought


	Enter your search termsSubmit search formWeb ChiroEco.com

Issue 3 - February 2003

Networking?
Breaking the ice takes thought
By Prudy Taylor Board

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.

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

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.”

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.

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.

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

How are we doing?