Imagine this for a moment. You’re out having drinks with a friend on a patio and two of her friends stop by the table. Upon hearing one of their names you remember that your friend had previously mentioned this lady and that she could use your help. But this is how your friend introduces you: “This is my friend (insert your name), she’s a (role title).” And then it’s silence. They nod at you, say something nice, and keep walking. 

Opportunity lost. 

What happened here? Other than learning that your friend is not a ‘marketing-guru-on-the-fly’? A lack of education happened. If your friend only knows how to introduce you based on your title and nothing else, it’s usually not her fault…it’s yours.  

Teach People What They Need To Know

Educating your network means that you have spent time telling your friends, acquaintances, colleagues and whomever else how you do what you do and who you help. It means that you’ve done more than simply tell them what your job title is. It could also mean that you’ve been giving them sales pitches, not educational sessions. 

What’s the difference between sales pitches and educational sessions? Selling to your network means you are trying to make a sale with the people in your network. You’re expecting them to jump and buy. Educating your network means that you are arming your network with the right information about you so that they can in turn sell you to the people they meet who could benefit from your business.  

Let’s reimagine the scenario. The friends walk over and your friend says “Oh hey Sara, this is my friend Justine. She’s the one who works her magic with mommas when they, you know, dribble a little when they run.” And then she laughs a little, and Sara looks at you and says “YES! I need you!” 

Opportunity won. 

Convert Your Network Into Your Advocates

So how do you shift from selling to educating? 

Talk about your dream client. Make sure that the people in your network know who you are looking to do business with. 

Tell your network positive client stories. How you helped someone and why they were happy. 

Be specific. There is a chance that you do more than just one thing, but when you start rambling on about all the things…you kind of lose people’s attention. Instead, dig down into something specific that you do, and create an ongoing story of your work so every time you talk to someone, you’re adding to it with specific details. 

It’s as easy as that.   

Want to up your networking game? Book a networking strategy session with Melissa! Fill out the form below and we’ll in touch.