Guerrilla Networking: Yay or Neigh?

I spent the weekend of March 21 in San Francisco. It was a fun trip. More than a week later, though, I'm still chewing over something  that happened while I was there. It was a missed opportunity, and I'm mourning it.

Here's what happened: On Friday, I was riding an F-line streetcar from Market Street to Fisherman's Wharf. The streetcar was crowded and I was packed into the back of it with a gaggle of tourists and a few visibly perturbed locals, like sardines sandwiched into a can. I noticed a gentleman standing next to me; his messenger bag was brushing up against my right arm. Attached to it was a name badge or sorts. I read it and smiled, as he was an editor at a major San Francisco-based media company, which publishes several high profile Web sites.

Being a writer, editors are my best friends. These are the folks who make my business tick. It seemed serendipitous, therefore, that I was rubbing elbows — literally — with this guy in a San Francisco streetcar. This was an opportunity, for sure. The question was, how could I seize it?

I had with me some business cards, as well as some promotional pens on which is my business contact information. I thought about slipping a pen secretly into his bag or his pocket, but that felt creepy. I thought about actually introducing myself, but that felt awkward, given the circumstances. I thought about e-mailing him an introduction on Monday, but that felt fanatical. So, I did nothing while I watched him exit the streetcar, taking with him a world of potential new business.

I'm reminded of the classic "elevator pitch" that so many entrepreneurs are trained to give. Does it really work? I can't help but think that if I had tried to schmooze this man on a streetcar, among tourists with fanny packs and digital cameras, he would have been more likely to slap me with a restraining order — or at least a very odd look — than a writing contract. After all, it's one thing to approach someone at a networking event, but it's something else entirely to tap a stranger on the shoulder in order to make a sale.

Was I right to let the man be? Or did I miss out on a major opportunity? If you've got stories of "guerrilla networking," I'd like to hear them. Did your efforts sour or succeed? Maybe there's still time for me to reach out and connect ...

Comments

[Hershel]

I think you missed out on a good opportunity. What could have been lost if you had said in a polite questioning voice, "Excuse me, I notice from your bag that you are an editor, I happen to be a writer."

At the worst he might have shown no interest. But on the other hand....

Two suggestions: 1.Next time don't be so shy. 2. Look the guy up and call his office. Mention how you came across his name and inquire if he's available to talk to you.

[SBDC Kevin]

You definitely missed an opportunity, Matt, and for good reason - you weren't prepared.

The numerous alternatives racing through your mind paralyzed you and the opportunity slipped away before you could act - a great illustration of the ancient observation that chance favors the prepared mind.

An elevator speech and a business card at the ready might have changed everything.

An elevator speech takes both the creepy and the awkward out of the situation because it's business, it's focused and most importantly, it has a beginning and an end.

What might have happened if you had your elevator ready?

"John Smith, editor of NAME magazine, great to see you," (hand John a business card) "My name is Matt Alderton, I specialize in topic and topic, I'm flexible, my editors love me and I never miss a deadline, may I call you some time? Great - have a wonderful day!"

Ten seconds that could have changed your life!