Networking Case Study Intern Is Led Astray by Employer Who Wants Selling Not Networking
Networking Case Study Intern Is Led Astray by Employer Who Wants Selling Not Networking
Poor interns. They take positions with companies for little to no pay so that they can get experience. And then they find themselves making copies and serving coffee. But that is a far less damaging experience than what one intern finds themselves being asked to do.
The question was posed in two parts, a question and then clarification. The first part (the question) was whether or not it was acceptable to recommend a business while networking. Well, of course! That is one of the great benefits of networking. Youre talking with someone and they express a need for a service. If you have a company that you know, like, and trust, then give the other person the benefit of your experience and make that recommendation. Not only is it acceptable, but a major reason for people to network is to find trusted resources.
But thats not really what the question was about. The explanation presented a whole different scenario. This intern was being asked to "position" the company to his network and to people he just met while networking. That still is a very good reason to network. You position your company by presenting yourself (as a representative) as a resource and as an expert in your field. You show your value and consistency by delivering what you promise, even if thats only showing up on a regular basis.
Wait, theres more. Thats not really what the boss wanted. The intern was asked to strike up a conversation on whatever topic he wanted. And then gradually direct the conversation to questions about their needs and then ask them to make an appointment with the employer. Then entire purpose of this so-called networking was to get them to set the appointment so the employer could pitch their products. This is definitely not networking.
Sure, there will be conversations that lead to questions and conversations about the product or service, especially if your introduction is interesting and the other person wants to find out more. But striking up a conversation, not to learn about the other person, not to start creating a relationship, not to develop trust or share resources, but simply to get the appointment? That is selling.
This poor intern is being asked to sell - cold-call selling at that since these are people hes never me before - under the guise of networking. He is being mis-taught and my only hope is that he realizes that this employer is asking is asking an intern to "network" because the boss has no idea how it works.
Beth Bridges has attended over 2,000 networking events in the last 7 years as the Membership Director and Chief Networking Officer of a large west coast chamber of commerce. She has seen a lot of people try to sell instead of network. Dont YOU get caught in that trap. Learn to fine-tune your networking skills and grow your business while keeping your friends. Try the Networking Motivator Newsletter for freeThe question was posed in two parts, a question and then clarification. The first part (the question) was whether or not it was acceptable to recommend a business while networking. Well, of course! That is one of the great benefits of networking. Youre talking with someone and they express a need for a service. If you have a company that you know, like, and trust, then give the other person the benefit of your experience and make that recommendation. Not only is it acceptable, but a major reason for people to network is to find trusted resources.
But thats not really what the question was about. The explanation presented a whole different scenario. This intern was being asked to "position" the company to his network and to people he just met while networking. That still is a very good reason to network. You position your company by presenting yourself (as a representative) as a resource and as an expert in your field. You show your value and consistency by delivering what you promise, even if thats only showing up on a regular basis.
Wait, theres more. Thats not really what the boss wanted. The intern was asked to strike up a conversation on whatever topic he wanted. And then gradually direct the conversation to questions about their needs and then ask them to make an appointment with the employer. Then entire purpose of this so-called networking was to get them to set the appointment so the employer could pitch their products. This is definitely not networking.
Sure, there will be conversations that lead to questions and conversations about the product or service, especially if your introduction is interesting and the other person wants to find out more. But striking up a conversation, not to learn about the other person, not to start creating a relationship, not to develop trust or share resources, but simply to get the appointment? That is selling.
This poor intern is being asked to sell - cold-call selling at that since these are people hes never me before - under the guise of networking. He is being mis-taught and my only hope is that he realizes that this employer is asking is asking an intern to "network" because the boss has no idea how it works.
