Networking VS Selling

Building a network requires time and a commitment to helping others. Effective networking is more than meeting as many people as you can with the intent of presenting a “30-Second Commercial” to others about what you need. Networking requires a real concern and interest in others. Showing interest in others will help build the credibility and trust that is the mainstay of establishing an effective network.

“Drive-by” networking is often perceived as “selling”. This is the kind of networking that most people experience. It involves attending many events, saying hello to as many people as you can and passing out business cards, but does not include any thoughtful follow-up. The lack of follow-up, or failure to show a sincere concern or an interest in others is what typifies it as “drive-by”, and typically results in n ineffective means to establish a productive network. We all receive calls from telemarketers or have contacts with other individuals that sell without expressing an understanding of or interest in our needs. How much of a turn off is that?

Most successful sales situations are relationship-based, and many sales scenarios have a long development cycle. The process requires consistency, reliability, and the delivery of useful/credible information. A relationship requires time to build, and more importantly, it requires integrity, credibility and trust. To establish trust and credibility, the salesperson (in this case, the networker) needs to learn more about their audience, and deliver solutions that are relevant to their needs. The salesperson (networker) needs to ask questions and listen to the answers. They need to show an interest in their audience’s needs or concerns. This cannot be accomplished in 30 seconds, nor can it be accomplished without learning more about the other person. Extracting information can begin with the initial contact, but it is the effort to follow up immediately that presents the perception of genuine interest.

By identifying their audience's (an individual or the group’s) needs, the salesperson (networker) can present intelligent solutions or relevant responses. By asking prepared, thoughtful questions that actually produce meaningful results, or by providing helpful connections, the networker is more likely to impress the person they are speaking with.  When an initial good impression is formed, it can be the beginning of a longer-term relationship.

A relationship must be nurtured. It grows over time. It is the elements of trust and credibility that are built over time that create recall when a situation arises that would cause someone to remember you. Your relationship could potentially lead to your main interest: securing a new client or contract, or a new position. In the mean time, you have established yourself as a reliable, concerned, problem solver. Isn’t that a good thing?

Networking Tips

• Ask questions and listen to the speaker.
  
  
• Pay attention to body language.
  
  
• Identify their concerns or interests.
  
  
• If you aren’t sure what someone needs, ask!
  
  
• Offer solutions or connections.
  
  
• Immediately follow-up with them by email or by phone.
  
  
• Find reasons to stay in touch!!!