| |
 | | ILLUSTRATION: SIMOUL ALVA FOR WSJ | | |
| | Week 4: Give Your Network Some Star Power | | |
| It's easy to become flustered in the presence of a star in your field. I still shudder thinking about the time I blew an opportunity to connect with a VIP in mine. While reporting one day, I spotted a high-ranking Black fashion editor who I saw as a role model. I clumsily gave him my card and blabbered about how I'd love to talk—as he was jumping into a car about to whisk him to another show at New York Fashion Week. | | |
| It was an awkward ambush and my introduction was bland and vague, indistinguishable from any number of people who had probably approached him. And did I really think he was going to now call or email me? Reader, he didn't. But there was also the time I got it right. I introduced myself to a very senior magazine editor just before a fashion show was about to start and proceeded to ask him about politics. You see, I knew this editor was a political-news junkie, and I suspected that not many folks in the industry brought up the subject. He gamely engaged with me that afternoon, then several times after that—in person and via email.
What I learned from both experiences: A dose of confidence plus a nugget of inside knowledge about your target make for a memorable interaction. The inside intel fosters the confidence. Humility helps, too. The times I ran into this editor again, I never assumed he remembered who I was. I would say, "Hi, I'm Ray Smith, from The Wall Street Journal, I saw you in February and we talked about X." With some subtle cues, I didn't have to say, "I don't know if you remember me." Whether you're trying to approach the rock star of your industry at an event or crafting an introductory email to them, preparation is the entire game. Now let's put it in action. — Ray A. Smith, reporter, WSJ careers and work bureau | |
| Stay up to date on the latest career and workplace issues even after the Networking Challenge is over. Sign up to get an email alert every time I publish an article. | | |
| |
This week's challenge teaches you about: | |
| |
| |
| |
| | | ⏰ Suggested time: 30 minutes | | |
| |
| Remember the three lists you compiled in Week 1? It's time to turn to the one with your VIPs—#3. Before you plot what you'll say, first choose how you'll get in touch. Ideally, you have a mutual acquaintance who is willing to connect you. If not, email or LinkedIn are options. So is a business event that you know they will attend. Even a webinar or Zoom conference is an opportunity for an initial point of contact—even if you don't speak there, you can let them know you watched their presentation. Strategy really counts here, so pick one VIP from the list and quiz yourself on how easy (or hard) this task will be: 1) Do you know someone in common? If yes—ask that person to introduce you by email. Offer to craft the note, or go ahead and send a brief paragraph on your bona fides and goals to guide them. If no—proceed to 2) 2) Will you be attending the same event/gathering/Zoom meeting in the next few months? If your VIP is on the conference or lecture circuit, a Google, LinkedIn or other social media search may show you where they'll be soon and whether it's feasible to join. Even if it's a webinar, TED talk or an event with limited access, attending virtually can provide a hook for when you do send a note. If an encounter isn't an option, go to 3) 3) How managed are your VIP's communications? Your best shot usually is email. But make sure you're following them on LinkedIn and Twitter, too. The highest-level people in your field often have helpers managing their inboxes and social media accounts. If your person posts and comments with relative abandon, that's a sign they enjoy the interaction. Sharing or commenting on their post can raise your profile before sending a direct message or email. | |
| |
| Get to the point quickly about who you are and what you want. The goal is to have your target respond "thoughtfully, in the moment, rather than delaying it indefinitely," says Dorie Clark, a marketing-strategy consultant who teaches executive education at Columbia Business School. Mentioning friends or professional acquaintances in common is good. Even better are shared experiences: You were in the same training program, or had the same professor at college. Be clear about your purpose. For example: "I'm looking to go in this direction in my career and would like your advice." Or: "I'm interested in how you overcame this business challenge as I navigate this industry." Keep your initial request simple. "If you ask for a phone call, make it a 10-minute phone call, not an hourlong phone call," Clark says. Bottom line, you want to allay any concerns that your request will require a huge time commitment. | |
| Step 3: | Be an internet stalker, in a good way | | |
| Really, it's okay. Set up a Google alert that pings you with any news about your VIP, and do the same for their social-media activity. Next, set up a spreadsheet, and add your VIP to the first column. Create a second column for any notable news development that you are alerted to, and a third for pithy social-media entries. (Do this with one person now; you can keep adding names later.) When you do run into your VIP—or get that initial 10-minute call—you'll have ready tidbits of information with the potential to disarm and charm. Such details can also provide reasons to get back in touch after an initial chat and can help you stand out. ("I saw your hometown cited in that front-page story on___ and immediately thought of you.") Adding, "No need to reply, just wanted to say hi," eases the pressure to respond while still making a memorable impression, Clark says. | |
| |
| Pro tip: Jog your VIP's memory If you run into your VIP, take guesswork out of the encounter. Say your name, affiliation and, crucially, any context where and what you chatted about the last time you spoke. "Hi, I'm Ray Smith from the Journal. We met at that amazing Jason Wu show in New York last fall." Bonus points if there's something the VIP shared with you that you can bring up. "You're the reason I'm addicted to 'Succession.'" Your goal here is to eliminate any discomfort your VIP may feel trying to remember who you are. Making it easy for them makes that person ready to engage with you—instead of being distracted by trying to recall how you met. | | |
| |
| Step 4: | Stick the landing | | |
| Your VIP has agreed to a 10-minute call. Now what? Cut to the chase. Make clear you value that person's time. "Thank you so much for speaking with me. I'll get right to the point as I know you don't have much time." Don't overstay your welcome. It's tempting to keep your VIP on the phone once you've got him or her. Don't. Make sure to start wrapping up the call at the 9-minute mark on an appreciative note. "This has been incredibly helpful." Create another opening. Use what you discussed as an opportunity to follow up at a later date. "I'd love to come back to you and let you know how my job search goes" or "I'd love to share my research with you as I make progress." Take notes (but wait until after the conversation!). Add any important details from your conversation to your spreadsheet. Follow through on any books or advice your person suggests. This will give you an entry point for the next time you speak. | |
| |
| ☑️ Choose how you will get in touch, and consider the following: Is there someone who can introduce you? Is there an event on the horizon where you could introduce yourself? How managed are your VIP's email and social-media? ☑️ Make contact, and make clear quickly who you are and what you want. ☑️ Set up a Google alert that pings you with news about your VIP, and do the same for that person's social feeds. ☑️ Start a spreadsheet to compile news about your VIP, any sharp insights he or she makes on social media and other tidbits that are an opportunity to follow up. ☑️ Don't be a hog. Keep your initial call to the agreed time and make clear how appreciative you are of your VIP's time and help. ☑️ Create a follow-up opportunity. Say you'd like to get back in touch at a later date. ☑️ Take notes. And add your new star contact to your spreadsheet. | |
| |
| 🥳 Celebrate your wins! Did you hear from your VIP? Let us know at careers@wsj.com how your effort to establish a new powerful contact went. | |
| |
| 💡 COMING NEXT WEEK: The good-bye email is your networking superpower | |
| |
| |
| |
