That’s the mix of people you would like
to be introduced to. Your champions
(the people who refer you) should be
able to see someone they know in their
minds when you ask for an introduction.
Are you being specific enough?
2pursue the relationship, not the sale. You might meet a host of people who could be
your prospects, but hold your horses!
When you first meet them, how much
interest will they really have in buying
It’s important not to think about
the sale early on. Instead, get to know
people first. Learn their role. Understand their needs. Seek to help them,
and develop a strong relationship.
networking is a key weapon in any speaker’s armory, but not in the way you might think. Far from attacking every
networking group with a holster
full of business cards and a carefully
sharpened elevator pitch, your networking strategy needs to be far
subtler and much more strategic.
Here are 10 ideas that have helped
me grow my business and can do the
same for yours.
1have a clear idea who you want to meet. A lack of focus and clarity is the
professional speaker’s biggest threat.
Incredibly, many speakers have not
taken the time to understand exactly
who their target market is and who
influences them. Instead,
they say they want to
speak to “anyone who
might need a speaker or
use my services.”
Good luck with that!
If you don’t have a
clear picture in your
mind regarding whom
you want to be introduced to, how will the
people in your network
know? When you ask
for “anyone,” you are
pretty much guaranteeing you will get no one.
Take some time to
work out who should
be in your referral mix.
I have a very simple philosophy.
All things being equal, I would prefer
someone refer me five times than
buy from me once. That relationship
becomes five times more valuable
for my business. If they trust me and
understand what I do well enough to
refer me five times, they will surely
buy from me if they need my services.
If you’re developing a speaking
business that you want to last, introduce a bit of patience into your
3sell through the room, not to the room. Don’t write off people just because they
don’t seem relevant to you. The power
in your network lies not just in the
people you meet and build relationships
with, but in their extended networks.
At your next networking event, look around.
You’ll see people scanning attendee lists and
staring at name badges,
asking, “What do you
do?” They are determining who is relevant to
them and who is not.
They are hunters seeking
How often have you
been guilty of this?
The person you’re
speaking to may not be
a prospect. But maybe
their husband, wife,
neighbor, former classmate, client or cousin is.
By andy LoPata, fPSa
Lopata follows his networking advice.