Breaking Down Business Connecting - Client Case

During the course of conducting a professional networking campaign on behalf of a client, I often "front" a conversation to determine "connect-a-bility" with a "person of interest (POI)." My aim is to gather the POI's "story" and find that place where mutual interest could be served by introducing him or her to my client. It's not unusual for me to discover, through the course of conversation with the POI, that other useful introductions within my network (often cross industries) are possible. Imagine that this (multi-connecting) could happen several times in a day...creating and interesting web of connections that starts driving its own engine.

I thought it might be useful to show how this multi-connecting thing happens, using a real case as an example. I'll share the results and benefits also.

This example starts with a Professional Speaker whom I introduced to a non profit organization with "extreme" visibility that could be a potential collaborator for the client. This org is completely loaded with famous folks and a mission that ties well with the Speaker's own. We'll call this non profit Connection #1.

Connection #2 was to a nationally recognized youth organization that has a huge support base. This connection introduced the Speaker to another non profit founded by a 14-year-old who is the United Nation's youth ambassador. He's Connection #3. The 14-year-old (yes...the 14-year-old) introduced the Speaker to a organization with a global reach founded by a musician who writes for the likes of Madonna and Eric Clapton. Connection #4 in the bag.

Back to #2, who "did it again." He connected the Speaker to another organization headquartered in the heart of a large market area for the Speaker. That brings us to Connection #5.

Not surprisingly, #2 kept the connections coming. This time, it was a young gal with an organization focused on severe weather safety education to the Speaker. Connection #6. Bet you're wondering why this would be an interesting connection. Keep reading.

While searching for someone with a model for a particular type of program my Speaker wanted to produce, I found Connection #7 - a former pro athlete and broadcaster with a similar niche background, shared interest, and something more...name recognition in his industry. Introduction made.

Within minutes of talking with Connection #7, I met Connection #8 (an iphone app developer and games publisher) who oddly, shared the same specific market interests of the Speaker and the pro athlete with the recognizable name-#7). Introductions made to both.

Now, back to Connection #1 (the non profit with extreme "viz" capability)--turns out that they were looking for sponsors for a golf tourney. Found that out during an initial conversation with the Director. Connection #9 was the Marketing VP for a Major Game Publisher and Connection #10 was the marketing contact for a Super Bowl brand. Sent the Director at the non profit e-mails introducing both connections.

Whew - dizzy yet? Cool connecting, but what really happens with all of this yapping? Here ya go:

--Within a week of meeting in person with the Director of the extremely visible non profit (Connection #1), the Professional Speaker attended a fundraising event for that org--the same org which now heads a list of affiliations on the Speaker's web site. (By the way, I scored brownie points sending introductions to the two potential golf tourney sponsors.)

--Connection #2 - the youth non profit with a huge following that kept bringing on more connections...they became the lead endorsing partner on a special tour for the Speaker. The next two orgs he introduced also became endorsing partners...all of them featured on the Speaker's web site.

--One of those non profit orgs that #2 brought up is also working on an event for the speaker in the Detroit area.

--Connection #4 (org founded by a famous musician that has a global reach) -- the Director and Speaker had a personal conversation that revealed possibilities for collaboration later in the year.

--The former pro athlete (#7) not only provided feedback and support for the Speaker's program, but also asked to interview him on an upcoming sports radio show. #7 and I also met and discussed a contract between my company and his.

--Connection #8 (the iphone game developer with the same niche interest) talked with the Speaker about promotional avenues that turned into a conversation around an app project. Serious discussions ongoing.

--Almost forgot, #6, the little girl with the severe weather safety org--turns out she's on a storm chaser team with an amazing photography crew. They all traveled to meet the Speaker recently for a professional photo shoot that worked out beautifully.

(Side Note: never discount getting a person's story. In it you will often find information you could not imagine would exist to create perfect connections. I once was talking with Mike Vallez (otherwise known as crazymikesapps) whom I met through my @gamemarketing account on Twitter. Turns out he is a former police detective who also works in the Marketing Dept. for a huge company that does background checks. Who would have guessed that? And, useful to know, because, just so happens I have a contact with an award-winning Information Security Training Game who should meet him.

What else is useful to know here:

All of these connections and introductions (except 1) were initiated via social media.

By the way - the bennies on these connections keep rolling out each day. Hard to place a value on something so incredible that started without a thought about selling anything. It started with relationship-building...the basis of all good networking.

If you want to know more about professional networking, visit my professional networking page or contact mary@marykurek.com

PS: Should I remind you that this is just one example. If you are really good at it, this kind of thing happens all of the time.

PSS: Wondering who #2 is so you can get on his connecta-wagon? Meet Gabe..