Reverse Business Networking: Reduce Pressure

How much do you enjoy business networking?

Some people love it and thrive on walking into a room, ready to chat and exchange business cards. I've met professionals in the legal profession or financial planning profession who know how to ask the right questions in a conversation, give a card and determine within 30-seconds if they're going to keep speaking with the person they've just met or if they'll walk on . . . !

Can you do that? And is that really effective business networking?

That approach works for some but it makes the palms sweat for others.

Try "reverse networking" or connecting with a power partner.

I just heard the term reverse networking from a friend and actor, Brian Vermiere, who develops tools to help other actors and other performers stay organized as they build their careers.

The idea is you don't walk into a room filled with people and see them as your potential clients and think immediately "how can I get them to do business with me!"

Instead, be prepared to ask about their business, their client and listen to what they have to say.

This means you have to listen, listen, listen. This goes to my post about asking assessment questions. But it doesn't mean you have to take a lot of time. It may only take seconds.

Here is how Brian Vermiere used "reverse networking."

He went to an audition, stood in front of the camera and got ready to deliver his lines. I believe it was for a commercial audition. In this situation, an actor usually has no more than a minute or two to say their name, their lines -- maybe do a second take -- and thank the associate as they walk out the door.

The casting associate who was operating the camera was in a grumpy mood so Brian asked him an innocent question and found out he was worried about his cat. Brian kept the information in mind and jotted it down in his toolkit.

Brian got a callback on the audition - which means he was asked to come back and do a second reading to be considered for the role.

He asked the casting associate about the health of his cat and the man acted surprised. Then Brian said when he was in for the first reading, the man talked about his cat, etc.

Brian wound up booking the role!

Now, he also had to have the talent in order to book the role and the information itself didn't secure the part for him. But it did help create a relationship and it could likely have given him an edge.

Taking the moments to ask someone else about their business, their needs and their clientele can provide much greater rewards than dumping them if they can't immediately help you.