Want to succeed?
Go out and sell your best product yourself
Information holds the key for successful case management in the new century, and networking offers an excellent opportunity to find that information. Networking with fellow professionals, providers, and other key contacts offers an excellent opportunity to find solutions to a wide range of case management dilemmas. And one marketing expert says the key to successful networking depends on your ability to sell yourself.
"You must buy into the fact that you are a product. Think of yourself as an information catalyst: You gather information. You share information. You leverage information," says Brad Hirni, MBA, principal of Echo Marketing Consultants, a marketing and career development firm in Kansas City, MO.
How do you go about selling yourself? Hirni suggests case managers develop a 30-second commercial that describes their work. "When someone asks you what you do, have a neatly thought out, proactive answer prepared which offers your name, affiliation, and the benefit of your service."
How to break the ice
Of course, a 30-second response is not enough if you don’t use it as a springboard. Hirni cites two reasons professionals fail to get the most out of networking:
• fear of rejection;
• fear of making small talk.
Hirni offers case managers these tips for overcoming those fears and "breaking the ice" at their next networking opportunity:
• Make a list of topics you are willing to discuss, such as your family or hobbies, and think about some possible conversations.
• Make a list of information you need.
• Look for opportunities to manufacture conversations.
"You might look at a woman and notice that she is wearing an interesting necklace," says Hirni. "Say, That’s a lovely medallion. Where did you get it?’ Immediately, you have created an opening and started a conversation." (For a list of 50 tips to successful networking, see p. 141.)
A common mistake many professionals make is not taking advantage of chance encounters to expand their personal network, Hirni says. "There is such a thing as casual networking. These chance encounters occur at parties, in stores, at airports, in taxis, etc. Too often we let these opportunities go by, and when we do, we miss stumbling across little nuggets of gold. How do you know the man in front of you to buy hot dogs at your child’s Little League game isn’t the brother of a physician who has just developed a new treatment that could benefit your client? You have to keep your antenna up and have the energy and courage to talk to people."
Whether you are in a professional setting or a cocktail party, never jump immediately into professional talk, however. "Successful networking requires that you build mutual trust and respect. First, explore common ground you may share with the other individual. Develop some comfort zones. You may share a hobby, or have gone to the same school, or have children the same age."
Networking is a two-way street
There are two additional rules to successful networking Hirni says case managers must follow. First, you must be as useful to others as they are to you. "Don’t go out to network if you aren’t willing to share. Never take more than you are willing to give," he says, adding that if you aren’t willing to reciprocate, your network will dry up. Second, follow up on even the most casual commitment. "If you say that you will send some information on Monday, get it in the mail on Monday."
To help him keep his commitments and expand his own network, Hirni carries several microrecorders with him to make notes to himself. "I keep one in my car and one in my planner. That way I never forget a commitment," he says.
In addition, Hirni carries thank-you notes with him when he travels; to make things easier, he puts stamps on them before leaving home. "We are often too rushed to follow up on commitments or say thank you when someone has helped us. I make sure I always have a supply of thank-you notes on hand ready to address."
Finally, successful networking requires a positive attitude, he says. "I wake up every day and tell myself: Attitude is my most important asset."
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