Let’s face it—cold calling doesn’t work. Nonetheless, many companies encourage their salespeople to waste a tremendous amount of time using this obsolete sales technique. Let me suggest a much better way to go after sales . . . networking.
Networking has been described as “The process of developing and using your contacts to increase your business, enhance your knowledge, expand your sphere of influence and serve your community,” by Dr. Ivan Misner, the Father of Modern Networking. One of the best ways to increase your business is by developing your contacts and relationships through your networking efforts. Networking can help create positive word-of-mouth—a powerful tool in increasing sales and creating new customers.
Over the course of my 20-year sales career, I’ve found networking to be one of the most important things I do—and I do it a lot! Here are some tips that can help you become a skilled networker, too:
Join numerous networking groups. Check into your Chamber of Commerce, the Entrepreneur Organization, college alumni groups, to name a few.
Show up! Make it a point to be active in whatever groups you join.
Spend at least 90% of the time meeting new people. At networking events, don’t spend most of your time with people you already know; instead, approach the ones you don’t know.
Start your conversations by asking others about their company. After you know about them, then talk about your company.
Be genuine and authentic. People can detect when someone is trying to be something they are not—that will not bring business your way.
Give referrals to get referrals. Become known as a powerful resource for others and they’ll reciprocate.
Train others on who is a good referral for you. That will help insure that you get quality leads.
Volunteer to get visibility. The more you become known, the easier it will be for people to remember you . . . and give you referrals.
Send thank you cards to people who refer you. Showing your appreciation will make people glad to continue making referrals.
Follow up on leads. Even if the lead doesn’t seem like a good fit, they might be able to refer someone else to you.
Be patient! Networking takes time.
Keep in mind that when you are introducing yourself at any networking event, you are planting seeds. That person may need your service or could know others who need what you have to offer. Be clear on who you are and how your service can impact others. Make it easy for others to remember you and your company and they’ll be out there planting seeds for you, too.
Roula Crews is the President & Sales Specialist of Hi-Impact Sales & Marketing Solutions, Inc.
