| Software and High-Tech Sales Training |
 | |  | |  | |  | |  |
| CONTACT INFORMATION: Toll-free phone: 866.760.5626 Email: info@honorableselling.com |
Honorable Selling Article: Effective Networking
Creating More Sales through Effective Networking
Developing effective networking skills is a great way to broaden your client base. This
article describes how to enjoy yourself at these events, and explains that your attitude
during the event, not your ability to schmooze, is the most important factor in determining
how many new business connections that you make.
Most salespeople recognize that attending networking events is a great way to meet
potential customers and to catch up with existing or former clients. But far too many
salespeople attend these events with misplaced objectives and unrealistic expectations.
I know that for many years I attended many such events in hopes that I would walk away
with at least "one or two new leads." As I became more experienced as a sales trainer
and consultant, I began to view networking events, trade shows, conferences, etc. in a
new light. This new insight has allowed me to realize greater business and personal
benefits, and enjoy these events far more than I previously did.
My revelation began several years ago when I attended a major networking event with a
friend, an accomplished consultant and entrepreneur. While there was no shortage of
"powerful people" present (the mayor of our city, chief of police and fire, several city
council and board members, and almost every major CEO or VP of note within 20 miles),
I noticed that he made no attempt to go out of his way to be introduced to or strike up
conversations with any of these heavy-hitters. Not that he was avoiding contact with
anyone or acting shy (believe me, my friend is by no means shy!), but he was not in an
obvious "sales mode", which was what I had anticipated.
During the course of that evening each of us struck up several conversations with a
variety of interesting and successful people. As the evening wore down, I asked him
"how he had done", had he uncovered any "promising leads"? I expressed my
disappointment in not meeting anyone that I felt could benefit from my consulting
services. He looked at me with surprise and commented "I wasn't looking for new
business tonight - I came here to enjoy myself."
I was a bit surprised at his response, as I had assumed that his goal for that evening
was similar to mine - to mingle among the crowd and interact with as many powerful
decision-makers as possible in hopes of meeting someone who could benefit from his
consulting expertise. He later explained that the reason he attended these events was
that he genuinely enjoyed meeting new people, and that he rarely brought up his
business or consulting practice unless specifically asked about them. I had noticed how
he spent most of his time asking questions of others and learning about their
backgrounds and interests, but very rarely discussed his consulting practice or handed
out one of his business cards.
In retrospect, I can now look back and see how my friend has been able to grow his
consulting practice with what seems like very little effort. When attending these
networking events or conferences he puts all of his energy into enjoying himself and the
company of those around him. He is not thinking "I really need to meet Mr. Big over
there", or "I need to walk away with at least five business cards of potential clients."
Instead, he is focused on enjoying and learning from his interactions with whomever he
meets, and those around him can "sense" this. Human beings are amazingly perceptive
creatures, and they can quickly detect if we have ulterior motives or are attempting to "sell
to them."
Since he does not make any attempts at touting his business or consulting services,
those around him do not feel threatened and genuinely enjoy his company. As a result,
they are often drawn to him like moths to a light, and enjoy candidly discussing a variety
of issues with him. And while these interactions may not always revolve around
"business needs", many times they do, and I doubt that it is a coincidence that my friend
ends up with so many new clients and receives several high-quality referrals immediately
after attending one of these events.
Summary: The next time you attend a trade show, networking event or conference, take
the time to enjoy yourself and the company of those around you. Don't focus your energy
on how many CEO's or VP's you can meet. Instead, make sure that whomever you
engage in conversation, that you enjoy their company and "seek to understand, not to be
understood." And don't be shocked if sales success is your reward!
Developing effective networking skills is a great way to broaden your client base. This
article describes how to enjoy yourself at these events, and explains that your attitude
during the event, not your ability to schmooze, is the most important factor in determining
how many new business connections that you make.
Most salespeople recognize that attending networking events is a great way to meet
potential customers and to catch up with existing or former clients. But far too many
salespeople attend these events with misplaced objectives and unrealistic expectations.
I know that for many years I attended many such events in hopes that I would walk away
with at least "one or two new leads." As I became more experienced as a sales trainer
and consultant, I began to view networking events, trade shows, conferences, etc. in a
new light. This new insight has allowed me to realize greater business and personal
benefits, and enjoy these events far more than I previously did.
My revelation began several years ago when I attended a major networking event with a
friend, an accomplished consultant and entrepreneur. While there was no shortage of
"powerful people" present (the mayor of our city, chief of police and fire, several city
council and board members, and almost every major CEO or VP of note within 20 miles),
I noticed that he made no attempt to go out of his way to be introduced to or strike up
conversations with any of these heavy-hitters. Not that he was avoiding contact with
anyone or acting shy (believe me, my friend is by no means shy!), but he was not in an
obvious "sales mode", which was what I had anticipated.
During the course of that evening each of us struck up several conversations with a
variety of interesting and successful people. As the evening wore down, I asked him
"how he had done", had he uncovered any "promising leads"? I expressed my
disappointment in not meeting anyone that I felt could benefit from my consulting
services. He looked at me with surprise and commented "I wasn't looking for new
business tonight - I came here to enjoy myself."
I was a bit surprised at his response, as I had assumed that his goal for that evening
was similar to mine - to mingle among the crowd and interact with as many powerful
decision-makers as possible in hopes of meeting someone who could benefit from his
consulting expertise. He later explained that the reason he attended these events was
that he genuinely enjoyed meeting new people, and that he rarely brought up his
business or consulting practice unless specifically asked about them. I had noticed how
he spent most of his time asking questions of others and learning about their
backgrounds and interests, but very rarely discussed his consulting practice or handed
out one of his business cards.
In retrospect, I can now look back and see how my friend has been able to grow his
consulting practice with what seems like very little effort. When attending these
networking events or conferences he puts all of his energy into enjoying himself and the
company of those around him. He is not thinking "I really need to meet Mr. Big over
there", or "I need to walk away with at least five business cards of potential clients."
Instead, he is focused on enjoying and learning from his interactions with whomever he
meets, and those around him can "sense" this. Human beings are amazingly perceptive
creatures, and they can quickly detect if we have ulterior motives or are attempting to "sell
to them."
Since he does not make any attempts at touting his business or consulting services,
those around him do not feel threatened and genuinely enjoy his company. As a result,
they are often drawn to him like moths to a light, and enjoy candidly discussing a variety
of issues with him. And while these interactions may not always revolve around
"business needs", many times they do, and I doubt that it is a coincidence that my friend
ends up with so many new clients and receives several high-quality referrals immediately
after attending one of these events.
Summary: The next time you attend a trade show, networking event or conference, take
the time to enjoy yourself and the company of those around you. Don't focus your energy
on how many CEO's or VP's you can meet. Instead, make sure that whomever you
engage in conversation, that you enjoy their company and "seek to understand, not to be
understood." And don't be shocked if sales success is your reward!
Additional articles and resources
How People Buy (article)
Understanding how your customers buy
is the first step in developing and
implementing a sales process and
tactics to help move your customers
through their buying process.
Natural Buying Process™
(template/exercise in PDF format)
This template will help you map out
and define the buying process that your
customers use when considering a
purchase of your products or services.
The Origins of a Sale (article)
Every sale originates from some
individual's desire to satisfy a need. But
how do these needs arise, and what can
salespeople do to generate additional
need for our products and services?
Igniting a Buyer's Needs (article)
Igniting a buyer's needs via cold-calling
can be an exercise in futility. What do
you say in the first 15 seconds of a cold
call to get a prospect interested in
engaging with you?
Cold-Call/Voicemail Template
(template exercise in PDF format)
These cold-call and voicemail
templates are an invaluable tool for
improving your prospecting success.
Simply use these cold-call scripts and
apply the three P's of telephone
prospecting to get your prospects to
engage with you.
Effective Networking (this article)
Every salesperson knows that
networking is a necessary activity to
achieve sales success. Read this
article and learn how to have fun and
generate more sales at your next
networking event.
How People Buy (article)
Understanding how your customers buy
is the first step in developing and
implementing a sales process and
tactics to help move your customers
through their buying process.
Natural Buying Process™
(template/exercise in PDF format)
This template will help you map out
and define the buying process that your
customers use when considering a
purchase of your products or services.
The Origins of a Sale (article)
Every sale originates from some
individual's desire to satisfy a need. But
how do these needs arise, and what can
salespeople do to generate additional
need for our products and services?
Igniting a Buyer's Needs (article)
Igniting a buyer's needs via cold-calling
can be an exercise in futility. What do
you say in the first 15 seconds of a cold
call to get a prospect interested in
engaging with you?
Cold-Call/Voicemail Template
(template exercise in PDF format)
These cold-call and voicemail
templates are an invaluable tool for
improving your prospecting success.
Simply use these cold-call scripts and
apply the three P's of telephone
prospecting to get your prospects to
engage with you.
Effective Networking (this article)
Every salesperson knows that
networking is a necessary activity to
achieve sales success. Read this
article and learn how to have fun and
generate more sales at your next
networking event.
