By Lynn Grodzki, LCSW, MCC
Private Practice Success Newsletter, Oct 2012
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Many business experts believe that your network equals your net worth. Robert Kiyosaki (Rich Dad, Poor Dad) agrees with this formula, writing that “the richest people in the world build networks. Everyone else looks for work.”
Several therapists, coaches, and consultants have mentioned this business equation recently, wondering about the extent of their network and how big it needs to be to secure a steady flow of referrals and opportunities.
What is the right formula for your practice?
Networking is time consuming, and for some, downright scary. What do you say to others, what kind of networking creates results, when is networking effective and when is it a waste of time?
Jody, a child therapist, worried about the state of her private practice. “I do good work,” she said, “but I don’t have enough clients. I have been working for a dozen years, but few people even know I exist.”
Jody’s dilemma is a common one: Just how private a private practice can become. “If you wanted to be more visible, how would you start?” I asked her.
Effective networking
Effective networking always starts with a plan and preparation. The last thing I wanted Jody to do was try to connect with others and find it an exercise in futility. Instead, we worked on how she could assess her networking opportunities, plan who to see, where to go, what to say, and what to expect so that she could feel a sense of control about an unfamiliar and intimidating, but necessary, business action.
We started the preparation with a simple exercise to help her speak more comfortably about her professional identity, then we defined a networking strategy.
Jody wrote answers to the following questions to develop a better perspective about herself. These questions might help you as well:
1. What do you love most about being a therapist, healer, coach, or consultant?
2. What are your special skills or talents?
3. What are you known for professionally within the community (reputation, connection, perceived value)?
4. What are your credentials and affiliations?
5. What are your specialties or niches?
6. Who do you consider resources (your social and professional network, all referral sources, business related contacts, other community related contacts)?
7. What materials do you use to support your practice and your professional identity?
8. In a sentence or phrase, what would you most like others to know about you and/or your practice?
Next I showed Jody how to take another step to customize a Networking Strategy. Try this checklist to help you clarify your next steps.
Your Networking Strategy
Check those that are true for you now and try to check them all as soon as possible.
- When networking, I focus first on creating relationships, not selling myself.
- If I join an existing group, I plan to attend meetings regularly.
- If asked to volunteer to be on a committee, I select one that allows me to get to know the whole membership personally, face to face.
- I know how to work a room. Working a room means that I can come into a room alone, if need be, go up to one person or a group of people, wait for a break in the conversation, put out my hand out, smile, say hello and use my basic message as an introduction.
- I follow up appropriately with new contacts. I don’t flood new contacts with my materials (that’s push marketing.) Instead, I find ways to further a real relationship and make new friends.
- I opt for mutuality. I try to refer back to my referring sources whenever I can.
- I double the number of people I know each year.
Step by step, Jody built a solid network that, overtime, translated into referrals and opportunities. Networking is a process, and one that can help you grow your community and your visibility. What steps can you take this month?
