Networking is an essential component of a robust prospecting strategy. For the purpose of this piece, networking refers to the in-person interactions at social or business functions – connecting with others to learn about their business and share what you do.
Nothing beats getting facetime with someone you’d like to connect with, shaking hands and getting the permission to contact them. It sure beats cold-calling or cold-emailing. It has been a key part of our business growth over the years.
The question is: why do many people miss the mark on networking? We’ve found several things people do wrong and some things others do right to find success using networking as a pipeline booster. First, let’s break things down into what networking is and what it is not.
What networking is not:
Networking is not for extroverts only: If there is one thing you must be to be great at networking, it is being curious. Asking questions, engaging in a back-and-forth with your new contact where both of you speak and listen (almost equally) will give you information about them and vice versa.
It is not an opportunity to sell your product or service!: Instead, it is an opportunity to connect with others, learn about what they do, find ways you can support them (if you can) and qualify them in your head to see if they could be a potential customer for your product or service.
You may ask: “How do I qualify them without selling to them”? You qualify by asking questions and being curious about their business. Avoid the “sales qualification” questions (You know, those questions on your prospect qualification checklist)
What networking is:
An opportunity to expand your network of contacts: It helps to create a list of goals before going to an event. This will keep you on track to meet as many people as possible to make genuine connections with. Every new connection is a new person who knows about you, your business and what you do.
A two-way street: When networking, pay attention to others – it is not about you alone! Be interested to learn about the other(s) by learning what they do, how you can help them and their interests (more on interests below)
Making the best of networking.
Follow up after an event is perhaps the most crucial part of networking. Sending emails the following business day may get you the best results. In addition, including a subject line that speaks to the conversation you had at the event and making the body of your simple to read message about them will not only get you a higher read rate, it will increase response rates. Note: we’ll discuss this in another post.
Final tips: ABN (always be networking) and #dontwingit
If you need help with networking advice, creating prospecting strategies, or getting better results from your follow ups, let’s talk: info@thecommissioninternational.com
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