   NETWORKING -- DEVELOPING IMPORTANT MARKET INTELLIGENCE!
                              
                              
Networking.  Even the sound of the word can make you cringe
with anticipation of the unpleasant scene of an out-of-work
executive trying to get job leads out of a non-descript,
pointless conversation.  If that is what you have
experienced, either on one side of the desk or the other,
then the individuals involved have not understood the
purpose or the process of successful networking meetings.

Certainly, for those that are out of work, the network
process is established to eventually lead to another
opportunity.  But how the person gets there is a no-strain,
all-gain method if done correctly.  And the method is a
simple one of SHARING information.  And it is like being a
great detective or a dynamic investigational reporter for a
big newspaper -- a lot of asking questions and a lot of
listening.  If this is not what you have experienced, read
on.

For those in search of a new work opportunity, you must have
a target in mind.  If you dont know where you are headed,
you will end up somewhere else.  The target should be
reasonable, given your background and experience, and it
should be focused.  It should be pointing in the specific
direction of a pool of potential employers.  This pool of
employers will all have something in common -- perhaps it is
in implementing the latest electronic technology (that you
have made it your business to learn more about);  perhaps it
is installing ISO 9000 or working for the Malcom Baldridge
Award;  perhaps it is re-engineering the functional area
where you have worked before.  The point is, it will be
something specific to which you both can relate.  What
happens next is what networking is all about.

It begins by getting the name of someone you dont know from
someone you do know and then QUALIFYING THE LEAD.  This
means that you get some important information about the next
link in the network chain and PREPARE for that meeting.  To
qualify a lead you must ask three simple questions:

     a.  What is _________________ (the person to whom you
     have been referred) an expert in?  (This should tell
     you what you can expect to learn about and what the
     person will like to talk about.  It should be about the
     particular function or industry that you want to be
     in.)
     
     b.  What can I give that person in exchange for his/her
     time?  (This should be a currently interesting topic
     and one that you are learning about during your
     networking in the field;  that means a sharing of
     information that you have either read about or gotten
     from other networking contacts.)
     
     c.  What is the best way to contact him/her?  (And in
     descending order of priority --
          1.  Would your referral source call, explain what
          you are doing and see if it is OK for a no-
          strings attached meeting?  Then youll follow-up
          to set the date/time.
          
          2.  Call and use your referral sources name?  (OK
          if a real close relationship exists between the
          person and your referral source.)
          
          3.  Write first and then call to follow-up.)

You now have a reason to meet;  you have information to give
and you have something that you would like to know more
about and, hopefully, the person you are about to meet can
provide.

When you meet, you should be prepared to share your
background in a succinct manner, share your knowledge about
the trends and issues you have been learning about, AND you
should be asking a lot of questions about his or her area of
expertise so you can pass that along to the next person in
the chain.  Additionally, you should be asking the person
about their impression of your background;  what would be
interesting to potential employers,  what would turn them
off,  what kind of money a person would make at that level
in companies in that industry;  what companies would likely
hire from the outside if they had the need;  how would
he/she approach them if he/she were in your position;  etc..
The list is endless.

BUT, you say, Im not sure what I want to do -- or there is
something Im interested in, but I dont know how to talk
about it with someone.  What do I say -- how do I get
started?  WHY should they talk to me?  You must figure out
what you have to offer in return.  Perhaps it is only what
you have been reading.  Perhaps it is how you arrived at
this point in time and decided to start something new.  One
thing is for sure, after your first meeting, what you have
to offer will include all the intelligence information that
you were able to dig up in that meeting (company secrets
aside).  That volume of information will be building with
every network meeting you have -- provided you qualify the
meetings in advance and go about it systematically and
thoroughly.  If you are getting started,  the following may
be of help  Notice that the questions are pointed at
Marketing -- you would have to change the focus to meet your
needs.  However,  this list of questions is generic in that,
for any search you are on,  you will want to be building the
same kind of information.

  Generic Questions to Ask During an Information-Gathering
                           Meeting

1.   Whats your title and responsibilities?

2.   How did you get into this business?

3.   Describe a typical day;  week?

4.   What do you like about your work?  What else?  (get 3)

5.   What do you find least satisfying?  What else?  (get 3)

6.   What are the skills and personal traits necessary to
succeed in this business?  Function?  Job?

7.   What kind of education and training would best prepare
someone for (the type of position you are interested in)?

8.   How is success in this business measured along the way?
As a company?  As an individual?

9.*  What do you read on a regular basis that is job
related?  What, specifically, should someone new to the
field be reading?

10.   What trends and issues do you see as particularly
important right now?  For the next five years?

11.*  What segment of your industry is doing the best or is
coming up?  What segment is doing the worst?  Why?

12.*  What companies are the leaders in this field?  Why?

13.*  With regard to my resume, and in view of this
industry/function/etc.,  how could it be improved?  Whats
missing?  Too much, etc.?

14.*  Now that you know more about my background,  what I
enjoy doing,  am looking for, etc....

     a.  What segment , function, etc. of your industry
     would be most compatible?
     
     b.  At what level (title/salary/etc.) should I be
     looking to enter this business?
     
     c.  How should I be prepared to approach prospective
     employers (e.g. resume, portfolio, advertising/sales
     kit, writing samples, give a presentation, etc.)?

15.*  When Im fortunate enough to find an employer for me,
what should I expect/look for in terms of a career path?
What would I need in order to advance to the next level?  To
the top?  What would be the income potential?

16.*  Who else should I be speaking with to learn more about
(industry/function/etc.)?  [NOTE:  allow the person to come
up with names of his/her own.  If no names are forthcoming,
prime the pump with names of people, companies, etc. that
youd like to meet.]

     *  Denotes most critical items for mini meetings or
     shorter phone conversations.

Remember, the key to networking is giving back -- or
offering to give back.  Then it becomes enjoyable for both
sides.  Using the information to refine your approach to
potential employers is the real pay-off for the job seeker.
When he or she finally gets asked that all important
question -- So why should I hire you? --  the amount of
solid information and the manner in which you can convey it
will knock their socks off!  Now get started on putting that
information together.

by Richard W. Van Doren, Ed.D.


Dr. Van Doren is a Vice President with Manchester Partners
International, MC Associates Division, in Princeton, NJ.  He
has been working as a consultant to business and industry
since 1980 providing expertise on issues in outplacement and
career development.  With a doctorate in Counseling
Psychology from Ball State University,  he currently is
devoting most of his time to the areas of organizational &
management development and executive performance & coaching.

IF YOU HAVE QUESTIONS OR TOPICS OF INTEREST that you would
like Dr. Van Doren to address in future articles, please
forward them to Manchester Partners International, 5
Independence Way, Princeton,  NJ  08540, or email:
rich_vandoren%manchester@notes.worldcom.com
