By Larry Goldsmith, CWDP, P.E.T.
The reason that many job seekers do not secure an interview through networking may be that they approach the networking experience more as an introduction rather than a closing. I am talking about a closing like in securing a signature on a purchase contract. Many networking experiences end in “Thank you, I’ll hold on to that information” or “good luck, I know you will be successful” rather than the employer inviting the job seeker to an interview appointment.
Job seekers attend networking events to secure interviews by introducing themselves through the stating of occupational title(s), talents, skills, achievements and accomplishments. You have been told probably many times to rehearse this networking ‘speech’ to friends or to practice with other colleagues at networking groups. Most job seekers follow this flawed process even though there are many road blocks in following this tack. The chief ruse of the job seeker is to ‘talk’ the employer into asking them to come in for an appointment. This method does not work. Sales are not made by talking.
Another view of this scenario is for the same job seeker to enter a networking event with a mindset of gaining access to interviews by getting potential employers to talk. One approach is to follow the same techniques applied by successful sales professionals. That is to become a good listener and ask targeted questions. Sales are made by hearing first from the potential purchaser. Successful sales people listen for clues. These clues are tips. They could be issues, needs or barriers faced by the purchaser or an objection to products or services.
This is why I shout, “Long Live Objections! Objections are gateways that lead to successful networking experiences”! The secret of networking success is to ask questions. The goal is to ‘bring out loud’ what is on the potential employer’s mind. What are they thinking that you can use to open a door in order to promote your skills? How can you use this information to promote your talents that may be good for them? Strangely enough you asking questions will minimize your need to talk This ability to ask questions may also give you control of the networking experience. [Keep in mind however that someone with objections is probably someone not listening. They may have tuned you out so it is important for you to be alert to signals such as body language in order to maintain their attention.]
The next time you stand in front of a mirror, do so by practicing your questions. Develop a ‘handful’ of questions to bring with you to a networking event. Aim your questions at getting the employers to talk about their barriers, the ones they face each day. This is what you need to hear so you can initiate an offense to address (and eliminate) their objections. Although this method maybe more frightening, it is through objections that you are able to identify real employer needs and what they really object to in giving you an interview.
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