Networking

For many salespeople, prospecting never ends. They are always on the lookout for customers. Everyone they meet may be a prospect or that person may provide a name that could lead to a sale. The term given to making and using contacts is networking.

Of the many ways to find new prospects, networking can be the most reliable and effective. People want to do business with and refer business to, people they know, like and trust. The days of one-time salesperson are over; the name of the game today is relationship building.

Building a network is important, but cultivating that network brings sales. The key is positioning, not exposure. The goal of cultivating your network is to carve a solid niche in the mind of each of your contacts so when one of those contacts or someone he/she knows, needs your type of product or service, you are the only possible resource that would come to mind.

Here are several tips for cultivating your network to dramatically increase your referral business:

• Focus on meeting centre-of-influence people. These people have established a good reputation and have many valuable contacts. A few places to find the key people in your industry are trade association meetings, trade shows or any business-related social event.
• Ninety-nine percent of your first conversation with a networking prospect should be about his/her business. People want to talk about their business, not yours.
• Ask open-ended, feel-good questions like, “What do you enjoy most about your industry?”
• Be sure to ask, “How would I know if someone I am speaking with would be a good prospect for you?” If you are on the lookout to find this person new business, he will be more inclined to do the same for you.
• Get a networking prospect’s business card. It is the easiest way to follow up with your new contact.
• Send a handwritten thank you note that day, “It was nice meeting you this morning. If I can ever refer business your way, I certainly will.”
• When you read newspapers and magazines, keep the people in your network in mind. If you find an article one of your contacts could use or would enjoy, send it.
• Stay on your contacts’ minds by sending them something every month; notepads with your name and picture are perfect. They will keep these pads on their desks and be constantly reminded of you and your product or service.
• Send leads. The best way to get business and referrals is to give business and referrals.
• Send a handwritten thank you note whenever you receive a lead, regardless of whether it results in a sale.
• When meeting someone, tell them what you sell. Ask what they do. Exchange business cards and periodically contact the person. Eventually, you may build a network of people talking to each other, sharing ideas, and exchanging information. Also, you can use several of the previously discussed methods of prospecting to build your network such as the endless chain or centre of influence methods.