Sales Networking
Major acquisitions are almost always the product of a trusting relationship.
If you were in the market to buy a home, you would rely on a recommended realtor
to help you find the perfect property.
In professional sales, a strong trusting relationship with the client is
essential. How do you establish such a relationship? Networking.
Networking through existing clients, industry associations, or social events
provides the opportunity to develop and nurture client relationships needed to
conduct business.
5 STRATEGIES FOR SUCCESSFUL NETWORKING:
1. Choose the Best Venue or Event.
The internet provides you the opportunity to uncover an almost unlimited
number of events in which to participate—trade shows, conferences, and
associations.
Call various associations for conference and trade show recommendations. Many
organizations and conferences will provide a list of members or a list of
previous participants. Some even post these lists on their website.
If you call the organization holding the conference, you can find out if the
event will be of value to you. Make clear that your goal in attending is to
network and that you would like to get a feel for the type of individuals who
will be attending the function. In most cases, those who host the events are
cooperative and helpful. Also inquire as to the different types of memberships
the organization offers, as many offer associate or junior memberships for
vendors.
2. Focus on generating a few good leads.
It is more important to establish a few good contacts, rather than walking
out of the function with a fistful of business cards.
Be considerate and interested in the leads you make. Treat new contacts the
way you would want to be treated. It is far better to be interested than
interesting.
3. Make a positive impression.
You never get a second chance to make a first impression. Think about the
impressions others leave on you. Practice the following guidelines when meeting
new contacts:
- Have a firm handshake.
- Make eye contact.
- Be interested in what the other person has to say.
- Pay attention and don’t be distracted by the crowd.
- Remember the contact’s name.
- Show interest in the contact’s background.
- Listen carefully.
The more interest you have in the contact, the more likely the contact will
reciprocate by asking about you. If you are genuinely interested in what someone
has to say, it will show.
4. Practice your Communication Skills.
Explain within fifteen to thirty seconds what you do for a living and what
product or service you offer. Your goal is to capture the contact’s interest.
Poor delivery and long-winded explanations will lose someone’s interest.
5. Develop a Trusting Relationship.
The goal is not to make a sale. The goal is to establish a relationship that
will lead to opportunities to do business in the future. The following tips will
help:
- Send a personal, handwritten note in the mail to the new lead. Mention a
topic the two of you discussed and indicate an interest in getting together
at some future date.
- Follow up a few days later with a phone call to set up a social meeting,
such as breakfast, lunch, or dinner.
Practicing the above five strategies with help you develop a successful
network of business contacts.
Author: James A. (Jim) Baker
James A. Baker is the Chairman and Founder of Baker
Communications. Baker is a sales training and
development company specializing in helping client
companies increase their sales and profits. He can
be reached at 713-627-7700 or
jim.baker@bakercommunications.com.
