Networking Introductions that Work
As I write this, I am getting ready to head out to Milwaukee for a few days of quality in-person time with fellow infopreneurs at AIIP’s Annual Conference, and I realize that I need to freshen up my 10-second introduction.
We infopreneurs get most of our clients through attraction—positioning ourselves as experts by speaking and writing, from active participation in social networks where our clients engage, and most importantly through word-of-mouth referrals. If we have an engaging and memorable introduction, the listener is more likely to file our name away for later use or for sharing with others.
My purpose when I introduce myself (or if I am being introduced as a speaker) is not to provide a resume or to establish my credentials. Rather, I mention—in one sentence—an outcome that I know this audience would value. I know that trying to explain the nuances of what I do will not be effective, so I want a message that is easy for someone to remember and pass along in the network:
- If I am talking with a marketing executive at an information company, I will say that I help generate fresh leads through white papers and webinars.
- If I am addressing a room of business executives, I say that I provide business analysis to support better strategic decisions.
- At AIIP 2023, I will mention my subcontracting work and my coaching.
- If I am chatting with the neighbor down the street or with a friend, I simply say that I’m a researcher for hire.
As I prepare my introduction for an engagement, I ask myself what action I want my listener or audience to take later. When I am speaking to a group of fellow information professionals—who are often referral sources for my business—I highlight my social media profiles and encourage people to connect. This enables me to appear in their routine information feeds whenever I share content on social media.
If I am giving a webinar as part of a lead generation engagement, I will make sure there is a landing page on the client’s web site to which I can direct attendees for additional information. Whenever I have a one-on-one conversation with someone at a conference, I ask for a business card (or, with permission, just take a photo of the name badge); I then follow up with a request to connect in LinkedIn, referencing our conversation.
Many infopreneurs are introverts, and many of us are public speakers—the two are not mutually exclusive. As an introvert who has learned how to navigate the world of public speaking and networking, the most daunting moment is walking into a reception after giving a talk and not having anyone to talk with. My favorite trick is to give my audience a reason to come up and chat afterward; the approach differs depending on what I want to be remembered for. At the AIIP conference, I might mention that I’m a beekeeper and that nothing makes me happier than someone asking me about my bees. Among information professionals, I might solicit stories of how they have addressed whatever topic I covered in my presentation.
As I test out any new introduction, I watch for listeners’ reactions. If they look puzzled, I try a different approach the next time. If their faces light up, I know I’ve found the right formula.
Mary Ellen Bates has been an infopreneur since 1991. She provides strategic decision-support services for clients and free coaching to fellow infopreneurs. See more at BatesInfo.com or contact her at mbates@batesinfo.com or +1 303-772-7095.
