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Making Connections
GET OuT THERE AND NETWORK WITH THE MASSES
Marketing executives use it as a
key tool for their success. Financial
consultants use it to obtain new
clients and often make it a key part
of their overall business strategies.
Brand management consultants see it
as a necessary effort to expand their
business. What is it? It’s networking,
and in the world of business, people
network to help smooth out the
potholes on the road to success.
Whether you are the owner of a
small design firm or a global firm with
offices worldwide, networking with
your portfolio in hand—or at least a
mini portfolio—will give you greater
leverage than those without it. Those
who get out there and flaunt their
stuff have the ability to gain notoriety
among prospects and clients. Those
who sit on the sidelines, waiting for
someone to notice them, have not
embraced a “go-get-’em” attitude that
can mean the difference between
success and failure.
While networking can be beneficial,
how and with whom you network
are vital to the success of your
self-promotion efforts. People tend to
cluster together based on education,
age, race, professional status, and
more. The bottom line is that we tend
to hang out with people who have
experiences or perspectives similar to
ours. Often, most of our friends and
associates are friends and associates
with each other as well. The problem
with this is that when we surround
ourselves with people who have
similar contacts, it may be difficult to
make connections with new people
or the companies we desire to do
business with.
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√π
This portfolio was sent to various
design companies worldwide from
Changzhi Lee, a student at Nanyang Tech
University in Singapore who was seeking an
internship. Because these companies had
environmental sustainability as one of their
key philosophies, a pop-up book made out of
leftover paper was the statement behind the
package design. In addition to the curriculum
vitae, each package also includes a CD
containing samples of Lee’s design.
ChANGzhI LEE
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So what are some of the best
networking techniques as they relate
to portfolio design and development?
Try some of these simple ways to
network and see where it takes your
business.
• Make a good first impression.
Look good. If you look good, you
sell good. Your appearance and
attitude do make a big difference,
and this is what people see first.
• Evaluate your surroundings.
Attend an organization’s events
and interview existing members.
Ask them what they like about
being a member and their
strategy for getting the most out
of their membership. Also, assess
what benefits—both tangible and
intangible—you will receive for
your membership and event fees.
• Diversify, diversity, diversify.
You need breadth and depth.
Participate in different kinds of
groups.
• Work on those referrals.
Referrals are, and will be for
the foreseeable future, all about
relationships. Whether they’re
relationships built online or face
to face, they’re still relationships.
People refer people they know
and trust. They won’t regularly re-
fer someone just because they’re
listed on a website—that’s called
advertising, not networking.
• Don’t oversell. Bring business
cards only. Don’t come with
brochures, pamphlets, and
gimmicks. People don’t want to
carry these materials around with
them. They will most likely throw
them away or just set them down
and forget to pick them back up.
• Learn how to “work” meetings.
It’s not called “net-sit” or “net-eat,”
it’s called “network.” Learn net-
working systems and techniques
NETWORKING STRATEGIES
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that apply to the different kinds
of organizations you attend.
• Develop your contact spheres.
These are groups of busi-
ness professionals who have
a symbiotic or compatible,
noncompetitive relationship with
you. In any networking situation,
look to make two or three solid
contacts whom you can learn
from—both from a personal and
business perspective. Do not
just hop from one person to the
next trying to collect as many
business cards as possible. That
is counterproductive.
• Create a feeling of trust. Experts
agree that the approach to net-
working must be about building
relationships based on providing
value and gaining the trust of
others. It is not about getting
immediate business. Not enough
business owners realize this, and
they go into networking with the
mind-set of getting business
instead of building relationships.
• Know your goal. Perhaps most
important, understand that net-
working is more about farming
than it is about hunting. It’s about
cultivating relationships that can
lead to productive experiences in
the future.
• Look at whom you know.
Ask your colleagues how
you can better promote their
business and if they would feel
comfortable promoting yours.
Join forces with other industry
players and host an event. By
coming together and presenting
to prospects, you will all be
promoting your own businesses.
• Be specific about referrals.
Identify specific people to whom
you wish to be introduced.
Personal introductions can open
doors for you that would’ve
otherwise remained closed. If
you don’t know the name of the
manager of another business
you wish to meet, find out—then
ask specifically for a referral to
that person.
• Meet one on one. To deepen the
relationships within your network,
meet with each person away
from the general networking
session, to dial up the focus of
your networking efforts.
π
A streamlined, well-defined portfolio
system provides a cohesive message to your
prospects and clients. Subtract Studio De
Creation is a creative studio encompassing
a full range of creative and technical needs
in one complete package. This complete
package of experience is housed within a
succinct folder design with individual case
studies highlighting the studio’s experience.
s ubTRACT sTudIo dE CREATIo N
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