By Pat Wiklund

As I've gone to professional meetings, and have informal meetings with colleagues, the tenor of these times is clear. Many independent professionals are challenged by the downturn in the economy...and upping their marketing, and especially networking, as they work towards increasing their billable time.

Beware of poking a hole in your net as you increase your networking. Make sure you don't make these mistakes in your zeal to sell yourself.

ASKING WHAT YOU CAN DO FOR ME...ON FIRST MEETING.
I watched as a young woman was introduced to three colleagues. In a flash, she realized one of her new acquaintances was a close personal friend of a business owner she had been unsuccessful in selling on her services. She quickly asked for a reference and introduction to the business owner. When her new acquaintance demurred, she insisted that the other woman had to do it. "That's what networking is all about." Her error? She assumed an introduction brought the right to ask for referrals from strangers. Most people won't refer someone they don't know or when they don't know a person's work.

INUNDATING NEW CONTACTS WITH SALES MATERIALS. After a brief conversation at a banquet one evening, I started getting masses of sales solicitations from a man who obviously didn't know me, my business, my needs or even where I lived. Most of the solicitations were for very expensive, multiple day seminars in eastern cities on topics I'd never need. His error? Assuming I'd use his services, without finding out what I needed. And then battering me to use him. Here's the strange part. Some of my clients could use him. But, I'd never refer them and subject them to his aggressive sales methods.