“Develop a clear picture of your target client. Knowing the industry, size and level of client that you are looking for will give your contacts a frame of reference and save them time in going through their Rolodexes. This also saves you time from chasing referrals that aren’t a good fit.” – From 102 Secrets to Smarter Networking
The Lowdown: As much as we feel that any company could benefit from our services, it’s actually more effective to hone in on a specific description when discussing the subject with others. Think about this from their perspective. If they can’t get a clear picture of who you are targeting, they can’t effectively narrow down who to refer you to, out of the hundreds of people they know. You’ll get either no referral or a poorly-matched one.
The description of your ideal client or employer should have almost as much detail as a police artist sketch. In cop shows and in real life, we’ve seen that the more thorough the sketch, the higher likelihood of capturing the perp. If you want referrals to your exact target market, you need to get specific. Some of the best descriptions I’ve heard recently include, “people over 65 confused by technology” (for a computer support specialist) and “brand name media companies looking for additional revenue streams” (for a marketing consultant).
Though you may think you risk narrowing your target too much, you have to remember that the people you are talking to need a level of specificity. Broad generalities don’t help them and they won’t help you. Get specific about your target market and get more out of your next networking conversations.
© 2003-2006, Liz Lynch
Liz Lynch is founder and executive director of the Center for Networking Excellence which develops products and programs to help professionals learn how to build profitable relationships. If you're ready to start networking smarter, get your free networking tips now at www.NetworkingExcellence.com .
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