[This post is an excerpt from my forthcoming book, The Love Club: A New Approach to Networking. Stay tuned for details about how you can get your own copy.]
The well-stocked pond concept definitely comes into play when it comes to networking and networking events. Say I want to catch a trout and I have a choice of going to two different fishing spots on a Sunday afternoon: one is a nearby lake where a friend once told me she caught a trout and the other is a well-stocked trout pond. It’s easy to see where I should take my tackle box.
Unfortunately, most people believe that the wider the net cast, the more fish you’ll catch, right? Maybe. But the chance that you’ll find the fish you’re really looking for is slim. I say it’s better to target a smaller, but more appropriate pond, to get what you’re really after.
I’ve found that a lot of entrepreneurs feel like the busier they appear to be, the more successful they are. Sure, they’re making a lot of calls and have a lot of activities and appointments on the calendar. They’ll schedule an appointment because that person might know someone who might know someone who might be an Ideal Client.
I had a client in advertising who was completely exhausted from meeting with as many people as possible. She had all the excuses: “But Margo, I’m young and new. I need to be networking everywhere.” I assured her that she could still be out networking, but she needed to be much more strategic. We put together an Ideal Client Profile, which helped her create a niche, and she started calling and canceling the meetings with the wrong people. I’d say, “Where are you going? We need to evaluate what’s working and what’s not and start eliminating things.” As we implemented the action plan, taking baby steps, she got so busy working for the right clients that she didn’t have time to keep useless appointments.
Do you want to fish in the ocean or a well-stocked pond? Statistically speaking, someone who might know someone who might know someone does not produce the best results. There are a lot of places where you could conceivably find a potential client, but do you want to spend a majority of your time looking for clients or serving the right clients? Remember, just because there’s a “well-stocked pond” on a certain board or committee does not mean you should become a member, unless it’s authentic. When it’s authentic, all your good qualities shine through. When it’s not you dilute your personal brand.
photo by David Paul Ohmer
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