Last week, I had the chance to attend a really cool session by MECLabs (parent to Marketing Experiments and MarketingSherpa) on Marketing ROI. The materials were great. Dr. Flint McGlaughlin had some truly eye-opening things to say. There was an entire room full of engaged, bright people there to share ideas with.
And I blew it.
I didn’t talk to anyone outside the two people sitting on either side of me at my table. I didn’t initiate conversations. I didn’t try to find out more about why people were there and what they’re dealing with and how I might learn from their pain.
That’s not like me, either. Usually, I’m full of advice and ideas and stories and — well, let’s just say I ain’t shy. And more to the point, when I’m up in front of professional services marketing directors talking about networking, my first advice regarding events is “Don’t hide in the corner.” I didn’t even take my own advice! Ai yi yi.
So what happened?
Bluntly, the topic was not in my comfort zone.
See, if you put me in a room of professional services people, or maybe even social media people or customer service people, I’m good to go. I know the lingo, and I have enough experience with the industry to know the general pain points and maybe even some solutions. I have stories to tell. I can gab. It’s fun. And I shine.
But at this meeting, I was the newbie. I’m not a numbers gal, and I’m not a huge believer in ROI. I attended the meeting to see what I might learn, what I might be missing – but I really felt unsure of my handle on the topic. My tongue tripped over phrases like “quantifying returns” and “multivariate test results”. Frankly, I felt a little dumb.
So I shut up. Did my best wallflower act. And I missed out on a great opportunity to connect with neat people.
I know for a fact I’m not the only one to do this. Great consultants in our industry coach on networking skills all the time. They talk about firm handshakes. About how to enter and exit gracefully from a conversation. About asking for the business card or the referral.
But probably the most important piece of advice I can think of is one that gets missed in many coaching sessions: you don’t have to be an expert on everything.
We all seem to have a touch of this animal fear when confronted with a subject that’s not our passion: I don’t know enough yet. I’m not good enough yet. I’m not enough of an expert yet. I can’t talk about that!
Maybe not. But here’s what I figured out, after a “try again” moment at an event this weekend where the topic was way outside my expertise: You can engage. You can listen. And you can learn.
At my weekend event, the hot topic was tax implications of the new healthcare bill – another area where I am definitely out of my depth – but because I jumped right in and asked good questions instead of playing the wallflower, I walked away with a handful of business cards and a whole lot of valuable information I can use both in my job and my personal life.
It was a magical sort of thing, really. When I asked questions, people got engaged. They liked it when I let them talk about what they know. I didn’t have to be the expert on their thing (taxes and healthcare). I could be the expert on my thing (service and relationships), and my questions helped us find common ground so we could talk about both. Hooray!
You can bet I’ll be taking these tools to my next session on Marketing ROI (and every other meeting, conference, and event I attend from now on.)
Take it from me: the next time you’re thrust outside your comfort zone, stifle your inner wallflower and tell the fear to go stuff itself. Dive in, introduce yourself, ask a few questions, and listen. You’ll end up smarter and more confident. You’ll make new connections with great people.
And you won’t look dumb in the process.