Ever go to a cocktail party and wind up talking to just one or two people you already know? If you’ve paid to go to a networking event, you need to say hello, reestablish the relationship and move on, or you’ve just thrown your money away.
So says Deena Baikowitz, chief networking officer of the Fireball Network, who works with clients and groups on business development, networking, presentations and even job interviews.
As her own career was evolving through networking and more people were referred to her for help, Baikowitz realized her unique approaches could translate into a business and founded the Fireball Network.
Named after her fiery red hair and spunky demeanor, she and her company empower clients to get the most out of their time, whether in the boardroom, at a bar or next to the ballet barre.
“You can’t learn to network by reading an article,” she explains. “It takes confidence and busting out of your comfort zone.”
At seminars and one-on-ones, she prepares clients for interactions by helping them with goals, perfecting their pitches and teaching them
to stand out.
“If you’re not short with red hair like me, but a guy with a blue suit, you [wouldn’t necessarily] stand out,” she says.
To break the ice, Baikowitz advises talking about what you know, such as a hobby like sailing or salsa dancing, or even a favorite movie: “It takes away the pressure.”
In any networking scenario, Baikowitz warns not trying to sell, but to make a memorable person-to-person connection.
If you’re intent on pitching your arcane computer program for building managers, don’t discuss it there, she advises. Instead, ask for a later meeting to share details.
The same goes for the person being pitched: you typically want to enjoy your glass of wine and meet people, not have to recall minute details about co-generators.
For later encounters, Baikowitz wants her clients to get past their fears of selling their products — especially architects who think sales can be “sleazy.” “Brokers know it’s about the sale,” she adds. “The pitch itself is the short version and different.”
Baikowitz works with a lot of women in real estate through her long involvement in CREW — the former Commercial Real Estate Women’s network.
At her first CREW meeting some 13 years ago, and wearing a cherry-red suit that’s now her company color, she introduced herself by explaining she was transitioning to real estate and would appreciate advice.
“Ask for what you want, but there has to be a give and take,” Baikowitz says. “You can’t say, ‘I want to take advantage of you for everything you have’ and walk away and never talk to them again.’ ”
A theater major at McGill University in her native Canada, where she later worked in environmental engineering, Baikowitz has also marketed Broadway shows.
She enjoys salsa dancing and gymnastics, and has even taken a trapeze lesson. All of these make good conversation starters, she says.
Her degree in social work has also enabled her to guide others towards success — getting them out of their shells and to share their passions.
Baikowitz also works with those in the midst of mid-career changes. “At the end of the day it is about your story, your unique skills and experience and goals,” she says.
