Tuesday, September 4, 2012

Art of Networking Part 2

All 3 of my faithful readers will have noted my absence last week - sorry, I was laid up with a serious strep infection and barely conscious.  I did write this article first last week, but after reading it while not heavily drugged, I realized that I really shouldn't post anything I write while under the influence of anything.  So here's take 2 on the promised follow up to why networking is important. Thank you for your patience.

Art of Networking Part 2 - a.k.a. How the hell do I do it?


We all agree that networking is extremely important for lawyers.  Firm lawyers need to network to generate more business.  In house lawyers need to network to expand their resource network as well as stay poised for that next position.  We also all agree that networking can suck.  Going to after hours happy hours with people you've never met to talk about the only thing you have in common - the law can be mind-blowingly dull.  However there are ways of making it much more productive.  I've polled some of the best net-workers in my professional network to get some advice on how to make it work.  Much of this is stuff you've probably heard before, but there's a reason for the repetitiveness - it works!

K Royal, Privacy Counsel at Align Technology gives a networking primer for new law grads.  While she has a great ice breaker built in (yes, her name really is just the letter K), she offers other practical tips on networking.  Starting with, you are ALWAYS networking.  Stephanie Sandell, Conflicts Counsel at Snell & Wilmer agrees, she does the most "networking" within her firm.  Every person you meet is a potential contact within your network. Even the girl getting your coffee at Starbucks. Act accordingly.  K also advises to network at all levels, not just other lawyers or executives.  You never know who is connected to whom, or who holds the real power in an organization.  I always make a habit of getting to know the admins of every department/executive I work with.  Often times they have a ton of insight into the total picture of how a company is run as well as who the power players are.

As much of a chore as networking is, it is important to remember that the process isn't about you, it's about the other person.  K recommends that you learn who they are and what interests them.  Find out what you can do for someone else.  That will create an enduring memory of you, and when the time comes - if it comes, they will be more willing to lend you a helping hand or send business your way.  Nicole Sallie Franklin, IP Specialist at Facebook, agrees.  She recommends going to each event with the mindset of "how can I help someone else" to alleviate the performance anxiety of networking.

There was some disagreement among the 'experts' on how often to attend networking events.  Nicole encourages you to skip things if you're not feeling up to it.  As the impression you leave on others if you're having an off day may not be the one you want them to have. Christine Jones, former General Counsel at GoDaddy.com encourages you to go to everything you can.  Attending a wide variety of events will expose you to many different people and open up more opportunity.  Conny Ruthven, General Counsel at Ad Revolution recommends a compromise - partner up with a friend.  Having plans with a friend is a lot less intimidating than going to a networking event, and you'll be less likely to want to bow out.  She also highly recommends not keeping it to official "events" as a normal old dinner party can create some very valuable contacts and friends.

Once you've made it through the door, don't undo it by doing nothing.  Just showing up is not enough, you have to work the room.  Everyone agreed that while you should acknowledge the people in the room that you know, sit at a table with people you don't.  Christine recommends working the room like the host.  Offering to get a drink for someone may take off the pressure of randomly introducing yourself to a stranger.  I get nervous in a room full of strangers, and am not nearly as charming as Christine.  So I make it a rule to try to get to know one new person at every event.  Limiting my goal to one person out of the room takes the pressure off of having to work the crowd and allows me to find someone who I may have something in common to talk about (kids is a big one these days).

The biggest key to successful networking isn't what you do while at an event or while talking with that potential contact, it comes the next day with the follow up.  If you don't follow up with the contacts you make, you'll always be that nice girl/guy they met at that dinner.  Following up sets the expectation that you want longer term interaction.  K recommends waiting until the next day to follow up with an email, noting that sending it the same night might be a little stalkerish.  Nicole agrees, and recommends adding your LinkedIn profile if you'd like to add them as a connection there.  Everyone agrees that adding a personal detail about the conversation you had to help them remember you from the sea of other would be net-workers is a must.  This shouldn't be a request for free advice or a job, rather something that reminds them of the conversation and you.  You may even offer some information that follows up on the conversation, in my case the contact info for that pre-k program or an email introduction to a mutual friend with a lunch invitation. Follow up again in about a month with additional information or an invitation to coffee for catching up.  You'll be amazed at how easily you can turn these contacts into friends and how quickly your network grows.

Have advice we haven't gone over yet?  Please share in the comments.



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