Selling Issue: Networking for
Business
Never Make a Cold Call Again: What to do at
networking meetings
by Maura Schreier-Fleming
Maura Schreier-Fleming works with business and sales
professionals on skills and strategies so they can sell more and be more
productive at work. She is the author of Real-World Selling for
Out-of-this-World Results. She is the principal of Best@Selling and can be
reached at info@BestatSelling.com or
972.380.0200.
Does this sound like a goal
that’s too good to be true? It’s not, and you can make it part of your
selling strategy. By learning the components of effective networking
you can never make a cold call again. You also decrease the time it
takes to close deals. The research on networking says that each
person is connected through family, business or hobbies to a network of
250 people. Building your network should be your first priority, and
here’s how to work the net.
Where do I go? Networking
opportunities abound. Begin with your neighbors and friends.
They need to know what you do and who you are looking for as
customers. Ask them who they know and if you should be talking to
them. Then ask your customers which organizations they belong
to. Groups like trade organizations, Chambers of Commerce and Rotary
organizations are perfect settings to meet prospects. These meetings
provide casual opportunities for you to meet potential customers. By
becoming a regular at meetings, people will learn what you do, who you
are, and why they should recommend you to others. Other satisfied
users of your products and services become word of mouth advertising for
you. Research shows customers value word of mouth twice as much as
any advertising you could buy. Make your contacts walking billboards
for your business.
Manage your
expectations. If you expect each
interaction to produce immediate business for you, you will be
disappointed. Look at your conversation as an opportunity to better
get to know the needs of another businessperson. If you focus on the
process of giving referrals, you will see the results of getting
referrals. I call this the Golden Rule of Networking. If you
focus on the result of getting referrals, you will project a different
attitude and see your results diminished.
During your conversations, be
prepared to learn as much about the other person’s business so you can
clearly, enthusiastically introduce them to another person. “John
works for XYZ Company and he has a wonderful business managing stocks” is
an appropriate introduction. Your short term value is your ability
to connect the people you meet to other people you are also meeting.
Introducing people effectively is the first requirement. Your long
term value is connecting the people you meet to other prospects and
current customers.
What do I
say?
Always be prepared at a networking function with your first
question. This open ended (can’t be answered with yes or no)
question should make it easy for the listener to converse with you.
“Hi, my name is John and I’d love to be able to help you with your
business. So why don’t you tell me about what you do?” is a question
which starts a conversation. Follow up questions are: “What type of
customers are you looking for?” “How did you get into that
business?” “Who would you like to meet here?” Even if it’s your
first meeting, this gives you a reason to talk with other
people.
Look for the people who are
by themselves. They will be grateful that someone sought them out so
they don’t have to be alone. Your opener could be “I see you are by
yourself and so am I. Is this your first meeting here?” Be
prepared with your open ended questions to keep the conversation
flowing.
My statistics are in.
My networking this month produced four seminar orders and five new
leads. I’ll never make a cold call again and neither should
you.
To have Maura speak at your next sales meeting or
conference:
Please contact me:
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