The tides have shifted to focus more and more sales efforts via online; however, the ability to connect with an individual through face-to-face interaction still holds more power. As the old adage goes “People do business with people they trust” and according to Times and research done by George Mason University, “those who met in person, showed the most trust and most effective cooperation.”
Now this is fairly intuitive because we can see the effects in our day-to-day lives, but how often do you take advantage of this? How often do you take the advantage of networking with individuals, build new relationships, and establishing trust?[Tweet “Learn how and why to incorporate professional networking into your sales strategy!”]
Some areas where networking can benefit you
Before the sale: Deal flow can involve several individuals depending on the industry you are in. You may need lawyers, accountants, bankers, other companies, or several other individuals to help close a sale. Additionally, deals almost always involves working with suppliers and distributors. Take the opportunity to network with all the types of people that aid in your business. You never know when you’ll come across the individual that can provide something better than the current status quo.
After the sale: It can be far too easy to simply forget about the customer after the sale. Try to network FOR your customers. If you’ve been diligent, you’ll know your customers problems as well they do, so you should be able to find individuals that can help your customers. If you know that your customer is having delivery issues, but you provide IT solutions, can you find someone that can help them with their delivery issues? Even if it doesn’t work out, the customer will be grateful for you having thought about them.
For the sale: As always, networking can always provide new leads, because you never know who may need your services. Don’t network to hunt for the sale, network to build relationships, but if they just happen to need the services you provide, then take advantage of it.
Where to network professionally
Find good places to network can be a challenge, but you must use your imagination to make the most of your networking needs. Here is a simple list of places you can build your professional network on a face-to-face level:
- Local Chamber of Commerce: These are almost always helpful in building new relationships. While this route requires you to contribute to your local chamber in order to build trust, the whole purpose of the chamber is to help each other in business.
- Activity Clubs: These include country clubs, golf clubs, or even cross-fit. While this may not be the first place you’d think to network with people, most people who are in business also have memberships to these clubs. It can also be a great way to entertain guests if needed.
- Conferences complimentary to your business: Everyone already goes to the conference for their own industry, but have you attended a complimentary conference? Maybe attend the conference that your customers go to, or your suppliers, or your distributors. All of these events are ways to meet new people.
- Social Media: Social media, networking sites, and other online interactions can be an excellent way to start the networking process. Then continue to build the relationship with face-to-face interaction! Take them to lunch, coffee, or to a game of tennis (from that new membership you just got).
Ultimately, business is conducted by people. The trust and relationships that a business builds is directly related to the growth of that company’s sales. Don’t let the hype of using social media get in the way of building strong relationships with not only your customers, but your suppliers, distributors, mentors, consultants, and everyone else that moves your business forward.
Summary of benefits of networking
- Establishing a personal safety net for yourself
- Creating new value for your company
- Helping others and building trust for you and your brand
- Finding new leads
How about you? What has your experience been with adding professional networking to your sales strategy?
Lucas Bazemore
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- Incorporating Professional Networking Into Your Sales Strategy - October 26, 2016