Sales are frequently developed through the relationships we have created with other people. Networking functions provide the opportunity to expand our contact list, particularly when we create and nurture quality relationships. It is not enough to visit a networking group, talk to dozens of people and gather as many business cards possible. However, every networking function has tremendous potential for new business leads. Follow these five strategies to make networking profitable:
1. Choose the right networking group or event. The best results come from attending the appropriate networking events for your particular industry. This should include trade shows, conferences, and associations dedicated to your type of business. Or, join a group or association where many of the members are potential clients. For example, an associate of mine helps businesses negotiate leases with landlords. Because many franchised organizations lease their properties, he became a member of a franchise association.
2. Focus on quality contacts versus quantity. Most people have experienced the person who, while talking to you, keeps his eyes roving around the room, seeking out his next victim. This individual is more interested in passing out and collecting business cards than establishing a relationship. My approach is to make between two and five new contacts at each networking meeting I attend. Focus on the quality of the connection and people will become much more trusting of you.
3. Make a positive first impression. You have EXACTLY one opportunity to make a great first impression. Factors that influence this initial impact are your handshake, facial expressions, eye contact, interest in the other person and your overall attentiveness. Develop a great handshake and approach people with a natural, genuine smile. To make great eye contact, notice the colour of the other person’s eyes as you introduce yourself. Listen carefully to their name. If you don’t hear them or understand exactly what they say, ask them to repeat it. Many people do not speak clearly or loudly enough and others are very nervous at networking events. Make a powerful impression by asking them what they do BEFORE talking about yourself or your business. As Stephen Covey states, “Seek first to understand and then to be understood.” Comment on their business, ask them to elaborate, or have them explain something in more detail. As they continue, make sure you listen intently to what they tell you. Once you have demonstrated interest in someone else, they will – in most cases – become more interested in you. When that occurs, follow the step outline in the next point.
4. Be able to clearly state what you do. Develop a ten second introduction as well as a thirty second presentation. The introduction explains what you do and for whom. For example; “I work with boutique retailers to help them increase their sales and profits.” This introduction should encourage the other person to ask for more information. When they do, you recite your thirty second presentation. “Bob Smith of High Profile Clothing wanted a program that would help his sales managers increase their sales. After working with them for six months we achieved a 21.5 percent increase in sales. Plus, sales of their premium line of products has doubled in this time frame.” As you can see, this gives an example of your work and the typical results you have helped your clients achieve. Each of these introductions needs to be well-rehearsed so you can recite them at any time and under any circumstance. You must be genuine, authentic, and as I recently heard a speaker say, “bone-dry honest.”
5. Follow up after the event. In my experience, most people drop the ball here. Yet the follow-up is the most important aspect of networking. There are two specific strategies to follow: First, immediately after the event – typically the next day – you should send a handwritten card to the people you met. Mention something from your conversation and express your interest to keep in contact. Always include a business card in your correspondence. Next, contact those individual within a few weeks and arrange to meet for coffee or lunch. This will give you the opportunity to learn more about their business, the challenges they face, and how you could potentially help them. This is NOT a sales call – it is a relationship building meeting.
The more people know about you and your business, and the more they trust you, the greater the likelihood they will either decide to work with you or send you a referral.
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2006 Kelley Robertson, All rights reserved.
Kelley Robertson works with specialty retailers to help them capture more from each sale. He is the author of two books including the best-seller, Stop, Ask & Listen-Proven Sales Techniques to Turn Browsers into Buyers. Receive a FREE copy of 100 Ways to Increase Your Sales by subscribing to his free newsletter available at http://www.RobertsonTrainingGroup.com.
Kelley speaks regularly at conferences, sales meetings, and corporate functions. For information on his programs contact him at 905-633-7750 or Kelley@RobertsonTrainingGroup.com.
