I recently finished reading “Yes! 50 Scientifically Proven Ways to Be Persuasive” by Goldstein, Cialdini and Martin. I found it to be a quick, interesting read, and was impressed that each of the techniques mentioned was supported by actual research data. Many of their suggestions were small changes that end up having a big effect on how your words and actions are interpreted. This small volume will help you frame your arguments in the best possible way, to increase your chances of successful persuasion.
As I was reading it, several of the tips jumped out at me as possible explanations for why networking is such an effective way to find a job (or to find anything, really).
For example, one chapter points out that “there is little social obligation to cooperate with someone who offers you something only on the condition that you initiate the cooperative effort.” If one party says they’ll do A if you do B, that is a simple business transaction, with no lasting effect on the relationship between the parties. However, if you do something for someone else first, with no reciprocation required or expected, they are more likely to do something for you in the future. The example in the book showed that hotel towel reuse programs were 45% more successful when the hotel first give a donation to a non-profit environmental organization, then ask guests to re-use towels, rather than when they told guests the hotel would make a donation if the guests reused towels. This not only increases the level of compliance, but also builds a longer lasting relationship based on trust and mutual appreciation, rather than the weaker incentive system. I’ve always said that true networking is being out there looking for ways to help others without expecting anything in return. Then when you do need something, people will be more willing to help you out because you have pre-paid the favor. And if you’re really lucky, some of those people will be actively looking for ways to help you – by passing along information they think will be of interest to you.
Another interesting fact was that over time, the value of a favor changes. It becomes worth less in the eyes of the favor receiver, and more in the eyes of the favor doer. This means you must continue to do favors for others, to keep your balance fresh, and make sure you’ll have something “in the bank” whenever you need it.
The book also quotes research that shows if someone does you a small favor, they are more likely to later agree to do you a bigger, similar favor. So in addition to doing favors for others, you must seek out help, and allow people to do small favors for you. Not only does it help build the relationship, but by seeking out different perspectives on a problem you gain insights that you probably would not have come up with on your own, and in general tend to arrive at better solutions than if you had worked alone.
There you have it. Scientific proof that if you regularly help others without expecting anything in return, and let them help you, you will build relationships that will be there to support you when you need it. Sounds like networking to me!
This article was written by freelance technical writer Lisa M. Balbes, Ph.D. of Balbes Consultants, and author of: “Nontraditional Careers for Chemists,” published by Oxford University Press (2006).
ACS Industry Forum:
Join us for the next ACS Careers Industry Forum:
“It’s 2009 – Do You Know Where Your Networks Are?”
Date and Time: Thursday, March 12th, 2009, 2-3 p.m. EDT
Catherine T. “Katie” Hunt, Ph.D., is currently a Corporate Sustainability Director and Leader, Technology Partnerships at Rohm and Haas Corporate and Past President (2007) American Chemical Society. She began her career as a senior scientist in analytical research at Rohm and Haas after completing an NIH Postdoctoral Fellowship at Yale University. For nearly 25 years Katie has held positions of increasing responsibility, from research scientist to process chemist to plant laboratory manager to Director of Worldwide Analytical and Computational Competency Network and Technology Development. . Don’t miss out, Register in advance. For additional information about upcoming speakers, click on the ACS Careers Industry Forum tab located at the top of the ACS Industry Forum Careers Blog.
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