FPRA - Florida Public Relations Association Blog

For years, we have talked about power suits and power ties, but what about power networks?

A power network is a solid group of trusted resources upon whom you can rely to help you get things done quickly and easily, often by cutting through red tape and getting straight to decision makers. It’s a network you don’t tap into frivolously but when you do great things happen.

In the 1980s, Georgio Armani became known as the designer for power suits. He did this because he developed a very specific style. You can become known for your specific style too. Develop a solid network of friends, associates, industry peers and other business colleagues, and you can become known as the “go to” person for getting things done, whether in your company, your association or your community.

So how do you build a power network?

Become a valuable resource.
Too many people attend meetings and events with one goal: to bring home as many business cards as possible (often to mass market their product or service via unsolicited faxes or emails later). Instead of collecting cards, why not collect connections? Try making actual connections with the people you meet.

Focus your energy on learning about them and their business instead of how they might be able to help you or what business you might be able to get from them. Later, when you see an article online that may be of interest to them, forward the link with a reference to your conversation: “When we talked at the FPRA meeting last week, you mentioned you were contemplating a new Dell computer. I just read a good review on cNet.com and thought it might be of interest to you, so here is the link.”

Help other people build their networks.
Just because you can’t help someone yourself doesn’t mean you can’t help. When someone tells you about a project they are working on, ask what assistance they need to achieve their goals. Then ask yourself who you do know might be able to help them. Offer to make a call to that person or coordinate an introduction.

eWomenNetwork, the number one resource for connecting women in business, was founded on the philosophy to be “other-focused.” Members firmly believe networking is “really the art of giving and searching for ways to serve the needs of others before focusing on ourselves.” In an accelerated networking program, members are asked to spend 30 seconds talking about their business and conclude by stating what they need. Needs range from personal, such as lawn care for the home, to professional, such as a good referral for a PR firm or ad agency. The members who reap the most benefit (and business) from their membership are the ones who are constantly and consistently putting others first and helping other members get the information they want or make the connections they need.

Guard your network judiciously.
Don’t give out contact information, particularly home or cell numbers, without permission. You won’t keep your contacts if you become known as someone who freely passes on private information to anyone who asks. Last year, an acquaintance gave my private cell number to one of his friends who in turn called me (while I was on vacation) and said “You don’t know me but John Doe said you could give me the cell number of Tom Smith so I can call him about something.” It turns out the acquaintance was trying to impress this guy and wanted to use my relationship to do so. Didn’t happen.

Perfect your elevator speech.
In the “old” days, you had up to ten minutes to make a first impression. Now that timeframe is down to mere seconds. Make those seconds count. Remember, the assumption is an elevator ride from two to five floors, not from the basement to the 25th floor penthouse. When someone asks “What do you do?” they are really asking “What can you do for me?” They don’t want a 15 minute dissertation about your firm being the largest in the country or a long list of the honors and awards your company has won. Save that information for the written proposal.

Your listener wants to know whether you can enhance their life, improve their productivity, or increase their bottom line. If you take too long to get to the point, they’ve shut down and won’t hear you talk about the things you do that really could help them. Follow the Rule of 3 Cs: make sure your message is Clear, Compelling and Concise. Practice your elevator speech with a friend or colleague outside your industry so they can help you clarify points that may not be clear to industry outsiders. Again, the focus should always be on the listener and what would be of interest to them, not what you want them to know.

Good networking takes skill but skill is easily improved with practice. Find the methods that work best for you then practice, practice, practice. Just remember to keep the focus on “them” and you’ll have that power network in no time.

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Wendy Kurtz, APR, CPRC, is a business development strategist who helps executives, authors and professional speakers grow their business through custom-designed marketing and public relations efforts in conjunction with the creation of information products, signature speeches and event production. She is President of Elizabeth Charles & Associates. For more info, visit www.ElizabethCharles.com.