If you have been around sales for any time, you have heard various presentations on the selling process, or the steps in the sales process. In one form or fashion these steps usually include:
1. Prospecting/Lead Generation
2. Qualification
3. Initial Engagement (1st Impressions)
4. Presentation or Engagement skills
5. Dealing with Objections
6. Closing Strategies
7. Referral Generation
The process or cycle begins again with generating new leads from referrals.
I would like to spend this post on one aspect of Lead Generation: Networking. For the purpose of this post we will define Networking in terms of attending events or meetings that are specifically designed for Business Networking (i.e. Chamber events, Networking group socials, Trade Shows, etc.)
Networking is best handled as brief social interactions that involve the exchange of information in such a way that we can turn conversations into prospects. I like to think of several steps in an effective networking exchange: Personal presentation, Inviting conversation, Empathetic listening, Card exchange and Enticing introductions. I recommend the acronym P.I.E.C.E for remembering this process.
Personal presentation – One of the most basic components of networking is to remove the outward and visible obstacles to your success. Old sayings stay around because they are often true and such is the case for saying “You only have one chance to make a first impression.” Take care to groom and dress appropriately for the event. I have found it very useful to consult with a clothing retailer to learn about current styles and fashions. Traditional hair styles change gradually and the advice of a good barber or stylist can be worth much more than the price of a hair style. Beyond these sources, speak with a close family member or friend and let them help you identify any grooming or habits that you have that might make a less than favorable impression. Use little or no perfume or cologne. You might enjoy the scent, but there are as many disliked aromas as there are people – so any fragrance will offend someone. I certainly don’t want a haircut, suit or perfume getting in the way of helping someone to benefit from owning products and services they need!
Inviting conversation – Most 'networkers' make the mistake of thinking they need to tell people all about themselves and their product or service. Break the pattern and ask someone what they do and how you can help them. In addition, develop a short list of probing questions that will invite your future client to talk more about themselves and their business. Become well versed at asking questions. Remember, this part is all about how you can help them. NOTE: leave your cell phone behind, or at a minimum place it on vibrate. Nothing truncates a good networking conversation like an interrupting ring tone.
Empathic listening - There is one significant key to meaningful and productive conversation – listening. Be the sales representative that breaks the persona of being a chatty sales person. Listen to others, repeat their comments back to them, and let them know you are paying attention. Most importantly realize that your success will come by helping others. You need to know who they are and what they need in order to help. Remember the words of Zig Ziglar, “If you help enough people get what they want, you will have all and more of what you need.”
Card Exchange – Your most tangible networking tool is your business card. Clearly your card should present you clearly, but most importantly you must get and give cards to access relevant information. You need a reminder of who you met and they need to take you (your card at least) home with them. Get their card and make short notes about your conversation on the card. NOTE: some business cards today are filled with text, or made of products that don’t allow for notes, so you might want to have a small note pad handy.
Enticing introductions – At some point in the conversation, you will get asked about yourself. If they don’t ask about you, dig further into who they are. There is natural law of reciprocity in conversation so be ready for it when they ask about you, your product or service. Every sales person should have an enticing introduction ready to present at anytime. Sometimes called the “Elevator Speech,” these introductions have a variety of components including, but not limited to: 1. your name and the name of your company, 2. a brief list of the two or three most significant facts about your product or service, 3. a reference to one or two of the benefits your clients receive and 4. a wrap-up sentence with your company’s name and a tag phrase summary. You can get more detailed instructions on how to craft such an introduction by searching resources online (see side bar links). The point here is to give the future client a whiff of what you can do for them and leave them wanting more. When you are asked for more detail, politely request that you contact them at less rushed time and visit more with them. With permission to contact them later, you have been successful and can move on to the next future client and offer them a PIECE!
Happy Networking!
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