Question
This week I’m going to answer my own question. Why would anyone waste a valuable personal referral?
– Nick
Nick’s Reply
It happened again today: another friend in need rejected a good chance at about half a million dollars.
A personal referral
One of my neighbors, a corporate guy out of a job over a year, has been day trading and playing the stock market. After learning it’s a harder job than any he’s ever had, he sheepishly asked my help getting a job again. Let’s call him Mark.
Mark’s skills and corporate experience are a very good match for any of a number of major companies in our area. All he’s lacking is a good personal referral to the right executive.
Mark is successful, smart, self-motivated and a good communicator. I had no qualms about enthusiastically and personally recommending him to another neighbor who’s about one breath away from the CEO’s job in his company. Let’s call him John. Based on my assurances, the very busy John told me to have Mark call him on his private line. I knew if the call went well, even if John couldn’t hire Mark, he would introduce Mark to other managers both in and outside John’s company. John’s professional network was big and soundly based on trust.
So Mark asked for help and John opened the door to help him on my request. This is what often gets lost when I (or anyone) make a meaningful personal introduction for you: Don’t just be impressed that I have excellent business contacts. Carefully consider that to help you, I will stick my neck out and put myself on the line. All you have to do is follow up!
All Mark had to do was follow up.
A wasted personal referral
I offered Mark the chance to add probably $500,000 of additional income to his life when I set up the call with John. Turns out I over-estimated Mark, probably because I slipped into the complacent belief that because he’s a good neighbor and a good executive, he also understands the value of a strong personal recommendation. But that was my mistake.
John was waiting for Mark’s call. That’s what the transaction was about: John’s highly valuable agreement to take a call he’d never otherwise take. I cannot emphasize this enough: A phone call with John could not be bought; it could only be offered. Job seekers learn from career coaches, HR managers and professional resume writers that the purpose of a resume, a job application, a cover letter, a job board, LinkedIn, an elevator pitch, and all that “networking” you do is to achieve one goal: to get a chance to talk to a powerful decision maker. That’s where a serious opportunity is born.
But the all-important first win is to get that call or meeting from a decision maker who is ready, willing, motivated and primed by a trusted personal contact to give you their undivided attention for maybe 15-30 minutes.
That’s the big win.
Well, long story short, Mark blew it and now I want nothing more to do with him. Mark cost me because he wasted my personal referral.
Mark didn’t make the call that I set up for him. He didn’t make the call the next day or that week. But John made a call — to me. “Hey, Nick, I never heard from that guy Mark. Is something wrong?”
Rejecting the lifeline
“I’ll call him soon, thanks, Nick,” Mark told me. Another week went by. I called Mark again. (I hate chasing people.)
“You know, Nick…” started Mark the next time we spoke when I called him. (I hate chasing people but I cut neighbors some slack.) He continued, sounding almost irritated that I was pressing him to accept help he’d asked me for. He gave me three reasons why he wasn’t calling John — reasons he seemed to think were obvious:
- “I don’t really need that introduction right now. I’m getting some resumes out. I’ll call your friend later if I need to.”
Perhaps Mark rejected the lifeline I offered because he was naive about personal recommendations. He chose to get more resumes out to employers that didn’t know him. His goal was to get interviews. And he was ignoring the chance to skip the resume step altogether. He did not see the difference between treading water and taking a lifeline.
Everyone needs good contacts all the time. After I did the work to help Mark, he should have dropped everything he was doing to call John, who was primed to help Mark or hire him. When you are looking for a lifeline, don’t reject it because you’re busy treading water. You will piss off the person that threw you the line. The line won’t be there later.
“I’d rather tread water.”
Mark badly misjudged what’s a lifeline and what’s likely to wear him out. He wanted to tread water.
- “I’m interviewing with a company right now and I want to see where it goes.”
So what? You can do both. Interviewing must not be a serial process. It must be parallel. Each new prospect takes so much time to cultivate that it’s a fool’s errand to wait for any one of them to play out. While Mark was waiting for one offer, John could have started him on another.
A great contact is hard to come by. John’s enthusiasm was going stale quickly. And my good will towards Mark required nurturing.
LinkedIn is lying to you: the shore is never as close as you think
Mark thought he was in control of the water.
- “I don’t want to offend John by not taking him up on any possible offer he might make — because I might take the job I’m working on now.”
Well, that’s just plain stupid, and not least because almost all job opportunities go south. It was no surprise that the “offer” Mark thought he had in the bag never materialized and he was left with no active alternatives. His lifeline was gone.
The right way for Mark to think about John was as a new contact, a new friend and a new channel to lots more good personal referrals. Mark blew it because he was pursuing one job when his focus should have been on an excellent new contact that could yield several good opportunities.
A personal referral is a real lifeline
Mark’s primary focus should have been on what is widely acknowledged to be the single best, most reliable path to a new job: the good personal referral. Time with John, an executive who trusts my judgment enough to take a call from anyone I recommend, was worth more than the next 10 “opportunities” generated by “sending out resumes.”
I find that most people talk a good line about “networking” but have no idea of its real power and value. That’s how Mark blew it. He didn’t see that a personal referral is a valuable lifeline. He spent the next year knocking around the job boards and paying for “LinkedIn Premium” and getting rejected by employers that had no evidence he was worth meeting.
When someone vouches for you and gets you a call or meeting with another well-connected manager, recognize that it’s not a job interview. It’s a new launching pad to potentially many new personal contacts, interviews and, yes, job offers that few people ever have the chance to profit from.
Mark’s last words to me were, “Thanks, Nick, I don’t want to offend you.”
I never took his calls again. General estimates are that the right new job can be worth $500,000 dollars or more in lifetime earnings.
When was the last time you were offered a personal referral to a well-connected manager? Did you take advantage of it? If you decided not to, why not? Have you ever felt burned by someone you tried to help with a personal referral?
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