Understand networking to close sales
The Case Study:
I attended a networking event and, as the chair of a networking group and president of my own company, I wore a rather large name tag. As I was standing there an attendee approached me, practically jumped in front of me, threw his hand out and said “Hi, My name is Tim I am in IT, I fix and program computers. I am off site and I am on site. Here’s my card let me know if you need my services.” In a flash he was gone. As I observed him, he went around the whole room doing this. For years we have been taught to work the room at networking events. Working the room usually end up with receiving or giving out 50 cards and nothing ever happening.
Outcome:
Networking is a means to an end. It is not the end or the appropriate place for sales. Networking meetings are a time to seek and begin authentic and honest connections.
The notion of going to networking meeting to make sales is ineffective. An effective approach to networking is to have tremendous clarity about who you would like to meet and seek to meet one or two people you would like to spend more time with. It is the building of the relationships with the right people that leads to building trust in people, and their products and or service. It is through trust that we gain and give referrals and build a resilient network of relationships. It is the relationship that drives referrals and sales!
Before you head into your next networking event, ask yourself:
- Who are the three people I would I like to meet at this event?
- What do I want to learn about each of them and their businesses?
- When during the next two weeks am I free to meet them for coffee? (so you can schedule that meeting immediately)
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