Since I can’t meet everyone, who DO I want to meet?
I’m willing to bet that if you’ve attended even a handful of networking meetings, you’ve heard (or perhaps uttered) the two most dangerous words one can use in a networking environment: Anybody who. Yet we come across it all the time: A good lead for me is anybody who _______FILL IN THE BLANK_______.
LIFE COACH: Anybody who wants to improve their life.
ATTORNEY: Anybody who wants to file a lawsuit.
REAL ESTATE AGENT: Anybody who is looking to buy or sell a home.
AUTHOR: Anybody who reads XYZ genre.
The problem is that we’re NEVER looking for anybody who anything. At least we shouldn’t be. Why not? Well, if I were a life coach who gave my client homework, but he refused to do it, I’d probably get a little frustrated because my dear client would be working against his own interests. Likewise for a legal client who ignored advice, a real estate client who had unmanageable expectations, or readers who kept insisting a certain author write something else.
One of the organizations to which I owe a debt of gratitude for my professional success is a group called Shared Vision Network. Even the name offers an indication of how this group was different. Life moves on, though, and the group has disbanded, but boy did I learn a lot from my participation in it. One thing we all became very proficient at was identifying our ideal clients. It even got to be a bit of an inside joke. You could always tell the new person in the room during the 30-second intros, because almost inevitably they’d say “I’m looking to meet anyone who…” Immediately, the rest of us would shake our heads and kindly teach the newbie why we want to be more specific in our thoughts and intentions.
We need to dump the “anybody who” outlook and drill down to discover who we really want as clients/customers/readers. Then we must teach the others in our leads/networking groups exactly how to refer business to us. Be more specific about whom you’d like to meet by mentioning things like:
- Geographic location
- Marital status
- Parenting status
- Pet owner status
- Education level
As we’ve mentioned in past posts, when it comes to building your platform — which leads to selling books —
it’s essential that you identify the things that make someone an ideal reader for your particular brand of writing. Will you meet this precise person at every networking event? Unlikely. However, you can plant the seeds in the minds of others who might know this person.
In our next post, we’ll discuss precise strategies for giving and receiving referrals that work.
We welcome and encourage your thoughtful, courteous comments below.
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