Business Networking's #1 Myth: Networking = Selling

No other concept has caused so many people to hate or dislike networking than the idea that Networking = Selling. Learn the true equation that ultimately leads to the same destination ... Networking = Mutually Beneficial Relationships

Written Aug 23, 2008, read 625 times since then.

I'd like to share with you the # 1 Myth around business networking and that Myth is that Networking = Selling.

This misguided notion that Networking = Selling is also the #1 reason that people hate to attend business networking functions, for they have likely had the unfortunate and often bad experience of running into too many people who operate from the Networking = Selling proposition.

Please understand that most folks just don't know better. They THINK that business networking is all about selling AND they operate from a "now money now" approach, wherein their goal is to leave the event with a certain amount of appointments booked, contracts signed, or a bill of sale in their hands. These folks are seen as pushy and aggressive and this selling approach leaves a wide wake of missed opportunities behind them.

Please don't let this be you. And right about now, you might be thinking, "OK, Zita, then tell me, how can I get more clients through my business networking efforts if I can't sell to the people I meet at a business networking event."

And here is what I want you to know, you will get more clients through your networking efforts ... it is just a matter of learning to sell THROUGH the room not TO the room.

Yes, it's true! Most people hate to be sold to. But, most people like to buy and more importantly, most people like to be seen as "in the know" or knowledgeable and helpful. They like to be the ones to share information with their friends about the coolest new thing, or the best places to dine. And, you can put that power to work for you through your business networking efforts.

That power is called Word of Mouth Marketing and it is the most efficient way to get an army of advocates spreading the word about your business. See, when you teach people about what you do, you are actually in the beginning process of selling THROUGH the room rather than TO the room.

If you need proof of the power of Word of Mouth Marketing, I'd like to share this information with your from a Nielson report from October of 2007. The report, titled "Word-of-Mouth the Most Powerful Selling Tool" surveyed nearly 27,000 Internet users from around the world. Nielson found that the most trusted form of adverstising was "recommendations from consumers" aka "Word of Mouth Marketing." The trust rating on word of mouth was the highest of all forms of advertising at 78 percent.

Isn't that incredible? The TRUST rating on word of mouth was the HIGHEST of ALL forms of advertising at 78%!

Bob Burg, author of Endless Referrals says, "With all things being equal, people will do business with people they know, like, and trust."

If, like most folks, you want to get more clients, the most efficient way to accomplish that is to build mutually beneficial relationships with people so that they can learn to know, like, and trust you as they are also learning what it is that you do, who you serve, how you serve, why you serve, and how to recognize who a good client or referral is for you.

Being in sales mode at a business networking event is not only inefficient; it is a big turn off. The first thing that happens when you are in sales mode is that people turn off their listening equipment. Their eyes glaze over, their ears turn off and while they may look like they are listening, they aren't hearing or absorbing a thing you are saying. They may be polite and stay put while you drone on about yourself or your product, but their eyes will be searching the room for an escape hatch. What a waste of time and effort.

The more efficient way is to build mutually beneficial relationships that allow people to get to know you as a person first. Yes, this takes an investment of time and energy. And these things don't happen over night but the results are well worth the investment and involvement of your time. For once key people get to know you (and you them) they'll want to learn about your business and to get to know who a great referral is for you so that they can become walking, talking billboards for you.

In that way, once you have spent time with each other and have grown through the knowing, the liking and the trusting parts ... not only can you then become advocates and ambassadors for them but they will do the same for you.

Word of mouth grows out of the knowledge and comfort level that you establish with people over time. And, eventually, key people that you have met through your networking efforts will become your eyes and ears when you are not around. They will be aware of opportunities for you and pass those along to you. The mutually beneficial part of the relationship is that you will be doing the same thing for them.

Great networkers know this one thing to their core. They know that whenever they hear someone talking about a pain, or when a complaint is being voiced, or when someone says, "I wish I knew someone who could (insert solution here)," a skilled networker knows that they are standing smack dab in the middle of a referral for one of their networking friends. That referral may find its way to you, IF you have built strong relationships that have resulted in top of mind awareness with them for you.

Now, I can't promise you that the minute you become friendly with folks that you meet networking that you will be on the path to getting new clients or sales right away. In some cases and for some people, it happens pretty quickly. It's called being in the right place at the right time with the right solution. For most others, it takes time.

Repetition builds your reputation. The impressions you make and the visibility you create for yourself are all up to you.

I will share this with you, however, when you make the commitment to becoming involved and give to others the same level of interest that you are hoping for yourself, you will be well on the path to building the types of relationships that lead to creating an army of advocates and ambassadors who will spread the word about your business.

And, the end result of your investment of time and involvement with fellow networkers will be that you will be rewarded with more potential clients through targeted referrals. Based on your follow up with these referrals, you will generate more sales.

To sum up, you can be an army of one or you can make the time to build mutually beneficial relationships which will create an army of many voices spreading the word about your business as you do the same for others. It really is all up to you.

The true equation is Networking = Mutually Beneficial Relationships.

Happy connecting!

Learn more about the author, Zita Gustin.

Comment on this article

Posted by Elizabeth Rightor MA MEd, Seattle, Washington | Aug 25, 2008

Zita, Thank you for yet another wonderful article. I am relatively new to networking and found the "attitude of selling" to be a big turn off in the beginning, which made attending large networking events rather uncomfortable.

I look at networking differently now. I realize that in just being myself and trying to help others however I can, networking comes naturally.

I also recognized that I had strong negative associations with the word "networking", because it conjured up images of pushy salespeople like the ones you mention in the beginning of the article. (In my former life as a writer, word connotations meant everything).

I changed the way I thought of "networking" to "playing with the synchronicity of the universe", which makes it lighter and more fun for me. This reframe also freed me to make more authentic and deeper connections with those I meet.

Thanks again Zita!

Live, Laugh, Love--Boldly
Posted by Zita Gustin, Kirkland, Washington | Aug 26, 2008

You are very welcome Elizabeth! I'm glad that you have discovered that just being yourself and acting naturally makes networking a fun and mutually beneficial activity. I love your "reframe" and I know that your enthusiasm will be contagious for the people you meet!

The ABC's of Networking ... Always Be Connecting!
Posted by Stacy Karacostas, Seattle, Washington | Aug 26, 2008

Another terrific article Zita! It's interesting, when I first started networking at Chamber events years ago as a salesperson, I kept finding myself in a room full of salespeople all trying to sell each other. Neither fun nor effective.

However, over the past 10 years I've noticed a change. And although I still run into people with the sell, sell, sell mindset, more and more folks seem to get that networking is about connecting and helping.

If you go networking with the goal of helping other people make connections and find what they need, everyone benefits. And you make some great friends along the way. Then the sales follow all on their own. Who wouldn't want that?!?

Your article is a terrific reminder for anyone getting out there...

Thanks, Stacy
Posted by carol stanley, newport, Oregon | Aug 26, 2008

This is a great article...and one to practice...Do you remember Anne Boe...She wrote the book "Is Your Networking"...She died about ten years ago. I had the opportunity to befriends with her...She taught a class at leisure learning....and for two nights before went to networking events and had a houseful of about three hundred..To me the benefits of word of mouth selling is the best...
Posted by Patricia Wangsness, Bellevue, Washington | Aug 26, 2008

Hello Zita, A well written article that points out why people networking has a bad reputation with people that don't know how or why real "connectors" value it so much. I mentor a number or new real estate agents and one of the questions I get most often is "How do I get business when I haven't been doing this very long." This article will be a great way for them to understand the value of talking to the people that they know and asking for introductions to new people, not just people that need to buy or sell a home today or tomorrow. Meeting people and building genuine relationships is the only way to have long term success in any business, but it is especially important in real estate.

Thanks for making effective networking so easy to understand.

Patricia
Posted by Bill Quinlan, Philadelphia, Pennsylvania | Aug 26, 2008

Great article Zita! I'm new to the site but I'll definintely keep your posts on my radar.

Have you heard about Anthillz.com? It's a new reputation network that seems like a great tool for the independent workforce to differentiate themselves and capitalize on greater word-of-mouth referrals. I think Anthillz really falls in line with where you're going with this article and I would really like to hear your feedback on the site.

As a recent MBA grad, it has become my goal to better utilize the potent efficiency of word-of-mouth referrals.

Thanks again for the great post Zita.

Bill
Posted by Richard Whitaker, Federal Way, Washington | Aug 27, 2008

This is true of a lot of people who look at everyone as a prospect with the attitude of "they have my money in their pocket and I'm going to get them to part with it".

Success Connection
Posted by Judy Cocchiarella, Redmond, Washington | Aug 27, 2008

Thanks for writing this article. I quickly learned I have as much to learn from others as they do from me. And, the more I learn from them the better we get to know each other. The more we know the more we send others their way. Like you said, it isn't about selling, but rather about learning.
Posted by Portia Chandler, Houston, Texas | Aug 27, 2008

THIS NEEDS TO BE BROADCASTED ON CNN FOR ALL BUSINESS OWNERS AROUND THE WORLD TO READ! THANKS FOR WRITING.
Posted by Marianna Paulson, Surrey, British Columbia Canada | Aug 27, 2008

I enjoyed this article, Zita.

One of the things I've learned is to be patient.

Sometimes the time isn't right for financial reasons or time constraints or ...

I've had to say 'no, not now, thanks." But, then when the time was right, (as much as a yr. later) gone back to do business with that person because of how they had treated me initially.

It's a challenge playing the waiting "patient" game, especially when bills come in and you are wondering about the direction your business is headed.
Posted by Steven Bradford, Seattle , Washington | Sep 04, 2008

I liked this article too. I'm certainly more comfortable networking and circulating, connecting and helping, then I am selling.

But I notice that some folks think networking can be a substitute for selling. Sales is still fundamental, maybe not so much for individual freelancers or consultants, but for almost every other company it's essential too.

Taking the mystery out of video: web, DVD or 3D
Posted by Adam Helweh, Newark, California | Oct 13, 2008

Glad you put this out there Zita. Its the "One cookie now or 3 tomorrow?" approach. Only problem is most people don't realize just how many cookies tomorrow brings!