Mastering the Art of Networking: Turning Conversations into Conversions with Compelling Success Stories

Networking. Don't you just love it? Well, maybe not.

You do your elevator pitch and are feeling pretty good about it. So, relax the pressure is off now. Or is it?

What do you say when someone comes up to you and says, "I'd love to learn more about what you do"?

The conversation that follows is the beginning of a Conversation that Converts. It's an opportunity to strut your stuff with someone who is interested. You have a hot prospect who wants more information right now. How do you take full advantage of this opportunity? Unfortunately, this is a networking moment when most people fall flat.

What do you say at that moment?

• Do you give a laundry list of your services? • Do you explain the technical aspect of what you do? • Do you just keep talking until the other person says, "Ok thanks," and walks away? • Do you ask for their business card so you can follow up with an email and a link to your website?

Not so much. This one-on-one in-person conversation is the optimal way to make a lasting connection with another person. Connection leads to conversion. You must not waste this moment on mumbles, wandering thoughts, or a follow-up email!

You might have thoughts swirling through your head… • I don't want to bore them with my explanation • Too nervous to talk – I'm better at writing • They'll find out I'm a fraud, not really that good, not articulate in person • Please don't make me put myself out there anymore

Of course none of those thoughts are helpful. So how do you turn networking conversations into conversions?

Turn off the flood of negative thoughts by being prepared with success stories that illustrate what you do for others. My recommendation to my clients is to have a minimum of 3 client success stories prepared, polished, and ready to present at any time.

The next question is what makes a good story?

Here are some guidelines for crafting a good story...

1.Set the scene/create a Universe

2.Establish characters – people and products

3.Conflict emerges

4.Challenges in resolving conflict

5.Resolution creates a new Universe 

Write your story. It must be well-thought-out, well-crafted, and practiced out loud long before the networking event.

Begin crafting a client success story with these questions…

• What is the biggest and best win you can hope for your client?

• Which of your clients has experienced the most success, made the biggest transformation, enjoy more health, experience more love in their life, etc.?

• What was your client hoping to get out of working with you?

• How were you able to help?

• Did you exceed expectations?

• Was there a surprise outcome?

• What success is your client now experiencing?

Here is an example of one of my client success stories.

A physician who developed a vaccine came to me for help when she lost her voice from the stress of preparing to present her vaccine to the FDA – a weeklong process.

Dr. Green, we will call her, spent 6 years developing a vaccine that could potentially save the lives of thousands of children. She was sure the FDA would hear nothing but statistics and efficacy trials – numbers – and not the humanity behind why she was compelled to develop the vaccine.

I asked Dr. Green to tell me the exact moment when she knew she had to stop all these children from dying. What she told me is haunting.

Dr. Green witnessed a mother with her dying infant in her arms bend down to a mud puddle - the only available water, soak a filthy rag with the water and squeeze it into her baby’s mouth. The baby died 30 minutes later. That was the moment Dr. Green began a 6-year journey to develop this vaccine.

We constructed this true, compelling story of that moment. She began her presentation to the FDA with the story. She hooked the FDA panel in the heart. Then presented the numbers to support her work. The vaccine was approved and is now saving the lives of children all over the world.

This story takes about 1 minute to tell. It’s full of pathos and is relatable to anyone who has or knows or loves children. It has human appeal. It’s also relatable to people whose career depends on presentations when the stakes are very high.

This story…

• Sets the scene/create a Universe with why the client sought my help

• Established the characters: people - the FDA panel, Dr. Green and the Potential Vaccine

• Conflict emerges: The enormous challenges Dr. Green faced

• Challenges in resolving conflict: Explaining how I was able to help her

• Includes the story we crafted to illustrate how it’s done

• Resolution creates a new Universe: Concludes with the client’s success and how the vaccine is saving children worldwide

I left out a lot of what I did to help Dr. Green: restored her speaking voice back to health, the transformation of her body language, how much time it took, the crafting of other stories for her to tell when she felt the FDA panel’s attention lagging and much more. These points are not necessary for a clear, succinct story. They can be included in a longer story for another occasion.

What are your client success stories that you can share at your next networking event? Follow the guidelines in this article and you will turn your conversations into conversions.

Contact Sally for a Free 20-minute Consult. I'm always here to help!

Sally Morgan, award-winning singer-songwriter, speaker development trainer, author, speaker, brings her performance experience acting/singing on stage/TV and expertise as a voice trainer/public speaking presentations trainer to help you achieve unshakeable confidence, expert status and authority through powerful communication skills.

Ms. Morgan is the author of 125 Secrets to Help You Speak Like a Pro; Sing Like You Speak®: Your Key to Vocal Excellence; and Did You Say “Rude Kernel” or “Root Canal:” Accent Modification for Dental Professionals.

Sally’s expertise and infectious energy make her a sought-after speaker who fascinates her audiences and challenges them to become vocally empowered and professionally polished. She is a frequent presenter at actor unions, national theater and professional vocal trainer associations such as SXSW®, AFTRA, ATHE, VASTA, MTEA, SAG, Actors Equity, Voice Foundation, SAG Conservatory and NYSTA.

You can see and hear some of Sally’s clients on Broadway stages, Off-Broadway, in Regional Theater, on Major Label Recordings, Network TV, NPR and in Federal Courts, the PA House of Representatives, and the U.S. Senate.