Highly Effective Networking: Larissa Soehn Of Next Page Publishing On 5 Strategies for Successful Networking, Both Online and Offline

An Interview With Athalia Monae

Don’t forget about your hosts: Our hosts put a lot of effort into these events and are often overlooked. Make sure you have a way to give them a special thank you. It should be something that invites them to connect further and continue the relationship.

The art of networking is pivotal in today’s interconnected world. Establishing meaningful connections can accelerate career growth, foster collaborations, and create opportunities that might otherwise remain hidden. Yet, the dynamics of networking are intricate, often requiring a nuanced blend of authenticity, strategy, and adaptability. And with the digital revolution, networking has transcended beyond face-to-face interactions to virtual platforms, expanding its scope and complexity. In this series, we would like to discuss the art and science behind effective networking. We are talking to seasoned professionals, career coaches, networking experts, and thought leaders who’ve mastered both traditional and online networking techniques. As part of this series, we had the pleasure of interviewing Larissa Soehn.

Larissa Soehn is an international best selling author and the CEO of Next Page Publishing, a six-figure publishing house focused on helping entrepreneurs write books to grow their businesses.

As the company’s founder, Larissa’s mission is to help aspiring authors unleash the power of their book on the world. As the mom to a beautiful little girl, her goal is to set an example for her daughter that they can both be proud of.

Thank you so much for joining us in this interview series. Before we dive into our discussion about networking, our readers would love to “get to know you” a bit better. Can you share with us the backstory about what brought you to your specific career path?

My story is like many of my fellow entrepreneurs. I was a deeply depressed and burnt out corporate employee who desperately needed to do something different. In 2021 I decided to do something that most people thought was absolutely insane. I left the safety and security of my high paying corporate job and started writing books. Even now, it sounds a bit insane. What I didn’t know, is that 2 years later I would have published six different books and be the CEO of a six figure publishing house.

When I wrote my first science fiction book, I had no idea that it would open a tidal wave of passion and creativity. I’m forever grateful for that book and what it gave me the power to do.

Can you share the most interesting story that happened to you since you started your career?

I would have to say it has been my journey with learning to sell my products and services. I don’t think anything can really prepare you for that first sales call. I was a hot mess! And no, I definitely didn’t close that one! I still look back on it and cringe! But through the power of networking and learning from those that I admire, I’ve learned what a good and comfortable sales call looks like for me.

The biggest shift was when I closed the doors of enrollment for two months because I moved had finally away from the idea that I needed to be a million-dollar company. The month I closed our doors was my highest grossing month and it was putting people on a waitlist to start within the next six months! I was amazed to see what sales could be like when I took all the pressure off. There was no monthly quota to fill, which meant there was no pressure on me as the seller or the buyer. The conversations turned genuine and honest.

You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?

Since starting my business in 2022, I have watched my company grow tremendously, and I have watched myself step up to the edge of burnout again. Here is what saved me from going over the edge, while still keeping my company’s momentum high:

1. Creating space: When I started coaching people through writing their books, one of the biggest things I noticed was my ability to create space for them to show up and be exactly who they needed to be in the moment. Writing a book can be an emotional process and authors deserve a coach that will give them space to cry, breathe and feel. To this day, I haven’t had a single week without a client or perspective client crying in one of my sessions, and they ALWAYS thank me for creating space for them.
2. Being authentic to myself and my goals: This one took me a while to learn. As a corporate employee, I was always assigned goals that matched the company’s goals. As an entrepreneur, it was entirely up to me to set those goals. Early on, I made the mistake of letting the vision of others lead my way. I was swayed by all the business coaches telling me that I should want a million-dollar company. For the first six months of my business, that was my goal until I truly understood what that meant. To have a million-dollar company meant hiring staff, delegating much of my client’s work and stepping further away from what I loved most, coaching authors. Once I realized what I really wanted, I stepped away from the million-dollar goal and I instantly found success in my business. I had everything I needed to be happy.
3. Following my intuition: Starting a business is one of the scariest things I have done (outside of becoming a mother). When I started the publishing house in 2022, I invested nearly $25,000 into coaching companies because I thought I needed to learn from the best. Spoiler alert, I ended up walking away from all of them because none of them were doing it in a way that felt right for me. I will say this, I don’t regret investing that money. It showed me exactly what I did not want to do, from sleazy sales scripts to pushy ultimatums to get clients to sign. About one year into business, I sat down and really considered what I wanted growth to look like and how I would get there using what I already had, my instincts. That is what I teach my authors to do as well. Yes, I am their partner, but they are the experts. Follow your intuition and you can’t go wrong.

Ok, thank you for that. Let’s now jump to the primary focus of our interview. Let’s begin with a basic definition so that we are all on the same page. How exactly do you define “Networking?” Is it just about meeting new people?

No, networking isn’t just about meeting new people, it’s about expanding, growing and nurturing. Networking has been absolutely pivotal in my business. 50% of my clients come from networking. In fact, I have almost entirely stepped away from social media because of the success I see with networking. That, combined with speaking events, I have a solid client acquisition plan that allows me to comfortably step away from the most exhausting part of business, social media.

Networking, for me, is more focused on affiliate partnerships than client acquisition. Sure, I have found clients at networking events, but more often than not, I find affiliate partners who then lead to finding the high ticket clients.

The really good networking events these days are typically a ‘no pitch’ environment. This means that you need to be more focused on relationship building than client acquisition. Thinking of every person in the room as a potential partner, helps with that mindset.

In today’s digital age, how important is face-to-face networking, and how do you balance it with online networking?

I actually don’t do any face-to-face networking! I am painfully introverted. I really love my comfy pants and scented candle. To leave those would be quite challenging. All the networking I do is virtual.

How do you maintain and nurture professional relationships over time, both in person and online, to ensure they remain fruitful and mutually beneficial?

Here comes the secret to my networking success. I use my books! All too many authors write their books and then forget to use them. This is one of the secrets I teach in the marketing section of our program, How to use your book as a business tool.

One of the best ways I have been able to use my book and see an incredible return on investment is through the power of a physical thank you. It’s really easy for us to attend networking events, jot down a name or two and then forget all about who we met or what the potential of that connection is. My fix to this problem is to offer to send people a copy of my book. I have only ever had one person say no! Everyone else is a very happy yes. People want free things, but there is more to it than that. There is a psychological aspect at play when we give something away for ‘free’. It’s loosely called the reciprocation factor. When we receive something for free, we feel obligated to return something, and usually that something is of greater value.

For example, after attending an amazing networking event I sent the host a signed copy of my book as a thank you for their time and energy. In return, they sent me two high ticket clients. The return on investment for that free book was nearly 1500x. I’d say that is well worth it!

Another route that I take to secure and maintain professional relationships is through my podcast. It is not a huge podcast by any means, but people love to talk about what they do. I started my podcast 2 months after launching my business and have interviewed over 40 people, some of which have converted into clients or amazing affiliate partners. Again, it boils down to the reciprocity rule. I give them an amazing interview and they look for ways to return the favor.

How important is personal branding when it comes to successful networking, and how can individuals develop and maintain a strong personal brand both online and in person?

Networking events always tend to be speed networking. You will usually get a few minutes to introduce yourself and your brand and that’s it. So if you don’t have that down pat before you go into the event, you won’t make a lasting impression that has people coming back for more.

Here are the things you need to have nailed down before going to any netoworking event:

1. You 60 second (or less) intro. This is your ‘Hey, I’m (insert name) and I work with (insert ideal client) to (insert deliverable). Here is mine, “Hey, I’m Larissa. I work with incredible entrepreneurs and thought leaders to help them write a book that they can use to 10x their business, get on international speaking stages, and tell their story in a way that feels authentic.
2. Your ask. This is what you are looking for support in. People want to know how they can help, so make it easy for them and tell them.
3. Your preferred method for soft contact. For me, this is my LinkedIn profile. Not everyone is going to want to directly book a call with you, but they do want to stay in touch.
4. Your hard call to action. This one is reserved for those you make a direct connection with and they ask for it. Don’t just drop this in the chat and expect people to reach out. You need to make an honest connection before you give this one.

What is your advice for young professionals who are just starting to build their network? How can they effectively reach out to and connect with experienced leaders in their field?

My best advice is to make it personal. Cold outreach is incredibly challenging in this day and age. Everyone and their dog is doing it. But if you participate in their network/community and make an honest connection (ie: use their name, comment on their services, ask questions about them) you are more likely to see them inviting you in.

Don’t forget about the power of reciprocity. If you have something that you think they might want, or that their audience might want, don’t be afraid to offer it. But make sure it’s not your basic lead magnet that you use to attract clients. The people you are trying to attract through networking could be lifelong affiliate partners. When it comes to building your network, you want authentic connections that are going to last.

The caution I have around building your network is to watch for burnout. When I first started truly networking, I was having roughly 5 networking calls a week. It was exhausting! To keep yourself back from the edge of burn out, create a plan, have a tracking system, and follow your intuition. Not all connections are going to be good. Listen to your gut and walk away from the ones that don’t feel right.

Do you prioritize quality or quantity of connections? How do you determine when to invest more time in a particular relationship?

Quality! Like I said in the question above, not all connections are going to be good. It’s the sad truth that some people in business are only in it for the money. I have come across affiliate connections that would only work with me if I gave them 40% of my commissions. I don’t’ know about you, but my programs aren’t priced with a 40% buffer! Every penny I earn is accounted for so that I can remain competitively priced.

And burnout when it comes to networking is very real, especially to an introvert like myself. I need to be careful what events I attend and who I connect with. I want long lasting connections that are mutually beneficial. My business was built on authentic friendships.

What are your “5 Strategies for Successful Networking, Both Online and Offline”?

I think I have spattered this throughout the entire interview, but here it is again:

1 . Don’t forget about your hosts: Our hosts put a lot of effort into these events and are often overlooked. Make sure you have a way to give them a special thank you. It should be something that invites them to connect further and continue the relationship.

2 . Find something that makes you memorable: Your regular freebie won’t cut it here. We are all way too used to the ‘click here’ freebie. True networking relationships are built on connecting with people on a different level and offering something of value, like a book that you spent hundreds of hours working on!

3 . Don’t be afraid to ask for what you need: It shouldn’t be a secret that we all go to networking events because we are looking for something. I find events where people are truly honest abut what they need are much more effective than those where people aren’t upfront. I once had a networking call with twenty people and one of them shared that they needed support to break into the song writing industry. While I was completely ill equipped to help her, someone else in the group was a perfect match. That never would have happened if she hadn’t been upfront about her needs.

4 . Choose quality over quantity: Burnout is real and we, as entrepreneurs, need to be very mindful of who and what takes our energy each day. Follow your intuition and be mindful of who you invite into your circle and who you continue to nurture a relationship with.

5 . Have a plan: Networking is like any other business marketing strategy, in that you have to actually have a strategy. Create a 6 month plan of the events you are going to attend, what your follow up plan will be after each event and how you will nurture those relationships.

What role does diversity and inclusion play in your networking approach? How do you ensure that your network is inclusive and represents a broad range of perspectives and backgrounds?

This is a great question. Quite often, entrepreneurs will look at other entrepreneurs as competition, but it’s all just collaboration. If you find someone who does a similar thing to you, that is the person you want to align yourself with because, chances are, they are doing it slightly different, which means that their programs won’t be the perfect fit for everyone (just like yours aren’t perfect for everyone). If the two of you partner up, you can pass clients to each other based on the clients need.

I’m all about perspective. Some of the best networking events I have been to are rooted around a set group of questions that each participant will answer. I gravitate to these types of events as they allow me to see who has a unique perspective from my own and who I might be able to reach out to for an alternate point of view. Quite often, if someone approaches something differently than I do, I will invite them on my podcast to share. This opens the dialogue to a wonderful conversation.

You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)

Putting the power back in the author’s hands. In this industry, it absolutely astounds me how much power is pulled away from the author. As a hybrid publisher, my entire goal is to put the power back in author’s hands. Without the author, a publisher wouldn’t exist. It’s as simple as that. If author’s were able to truly see how valuable they are, there wouldn’t be the seedy publishing contracts that only favor the publisher or the vanity presses that never actually read the books they publish.

The power belongs with the author.

How can our readers further follow you online?

Like I said, I have stepped away from social media for the most part, but I am the most active on LinkedIn:

https://www.linkedin.com/in/larissa-soehn-4a67b01b9/

You can also check out our podcast and blog here: www.nextpagepublishing.net

And finally, if you are looking to become a published author in 2024 and create that thing that makes you memorable, our doors are open to entrepreneurs looking to write a book to grow their business. You can schedule a call here:

https://calendly.com/nextpagepublishing/complementary-intro-call

Thank you for the time you spent sharing these fantastic insights. We wish you only continued success in your great work!

About the Interviewer: Athalia Monae is a product creator, published author, entrepreneur, advocate for Feed Our Starving Children, contributing writer for Entrepreneur Media, and founder of Pouches By Alahta.