Networking vs. Using the Phone

Anyone who knows me in a professional capacity knows that I am a big proponent of networking. It's important to make connections - they lead to opportunities.

However, it would be a mistake to think that all businesses can grow solely by networking.

Depending on your industry, you may find that the decision makers from the companies that you consider your "best customer" profile, do not attend networking events. (Seriously, I once went to an event for companies that fit my "best customer' profile and the only people there were others who wanted to make connections with these people. NONE of the people in attendance were in the "best customer" profile.)


If you think about it for a moment, you'll realize that's true.

If you've ever held a position that was not in sales, you'll know that most people do not attend networking events as part of their job. They come into work at 8 and leave by 6. Oh, on occasion they might attend a professional event, but that's pretty rare. They don't see or don't feel they have a need for the value of networking.

So what to do to reach them?

In the end, you've got to pick up the phone and call. And yes, that's frustrating.... and yes, it's not nearly as pleasant as talking to people with a canape in one hand and a glass of wine in the other... BUT it's probably more effective.

If you want to increase your business, use your phone for results.

Go ahead, go to the networking events for some human contact - particularly if you work solo - or to build alliances. Increasing your sales revenues? Pick up the phone.

(psst.... Need to know how to do that effectively and efficiently? Check out www.krgcommunications.com or send me a message at info@krgcommunications.com)

Relationships

Creating relationships with other people is always worth our while, whether for comfort, commiseration, sharing or just having fun. It's the same in our professional associations. When we're there for others, they'll be there for us. Taking the time to cultivate our contacts and create connections takes time but invariably it pays off. Maybe not today, but you never know where a business relationship leads you... to an additional sale, to a great job offer, to a mentor...it's always worthwhile.

Here's a great quote:

"Difficulties are meant to rouse, not discourage. The human spirit is to grow strong by conflict."
William E. Channin

The Value of Association

As professionals, regardless of our industry or function, it's important to keep up to date on trends and new ideas - new ways of thinking and new technologies to help us in our work.

To that end, membership in professional organizations enable us to maintain our professional standing, We learn new things, we meet new people. We expand our horizons.

I've made it a point to belong to several - The American Society for Training and Development since much of my work is training; The American Association of Inside Sales Professionals because inside sales and service are my areas of expertise (and I want to keep it that way!).

I also belong to NAWBO, the National Association of Women Business Owners which supports and encourages business ownership among women. It's a great resource and a welcoming environment. In fact, I have the pleasure of attending NAWBO's Women's Business Conference this week in Miami. It's a good opportunity to network, to keep my business skills up to date, and to continue to ensure that I keep growing as a business owner.

What organizations do you belong to? Choose one and use it to help you grow!

Networking: Relationships or Leads?

In a survey I did  a while back on networking habits, I asked if people attended events to get leads or to build relationships with others. Overwhelmingly, people answered "build relationships". Having attended and observed others at networking events over the past 10 years or so, I realized that "build relationships" while a great starting point in a survey, is potentially misleading.

What do we mean by build relationships? Is a relationship a series of conversations you have with someone whenever you meet them at an event? Is a relationship a follow up conversation over lunch, dinner or coffee? Often we cite relationships as our reason for networking but if we're truthful with ourselves, we really looking for leads.

When we use the word relationship in this context, what do we really mean?  When someone doesn't purchase our product or service, do we continue to pursue the relationship? We need to be honest with ourselves regarding our goals for these relationships We need to understand why we are pursuing relationships with people we meet. To be successful, we have to put thought into the desired outcomes. Are we looking to build strategic alliances? Are we cultivating people in order to pursue a buyer/seller relationship? We need to be comfortable in generating this relationship - one that can be friendly but not friends. Sometimes our payoffs will come later - and in ways we may not have been expecting.

There are two types of people we want to see at networking events: the people we know and the people we don't know. In order to make networking really pay off  we need to put ourselves in front of as many people as possible but also in front of the people we've already met. 

For some people, if they don't get a sale prospect the first time they meet someone, they're gone. These  are the cherry pickers. Now that's different from  determining that the person you are speaking with isn't a good fit for your product or service. For example, if you sell freshly baked organic dog treats, I'm a poor fit because I don't have dog.  However, if you are interested in building a relationship, you might discover the next time we see each other at an event, that I love dogs - my brother and sister both have dogs I love - and yes, I might just be willing to buy your dog treats for them.  But you might not discover that upfront.  Having repeated opportunities to meet the same people can certainly reap rewards. 

On the other hand, the cherry pickers are looking to meet as many different people as possible at each event, size them up to see if they should be pursued - now. Depending on your product or service, you may need to pursue this strategy.

I find a combination of these two philosophies works best. Yes, we need to develop our relationships with people we've met but it's also important to keep filling your sales funnel with new prospect.

I've been to networking events where we're instructed to sit with people we don't know. Now that's a great strategy for meeting new people, but not for building relationships. Perhaps, the strategy should be for half the people at a table to be familiar with others but half the table be people who know no one there. 

Speed networking events encourage meeting lots of people quickly. It allows you to cherry pick BUT it can also allow you the opportunity to learn something new about people you already know.

Network with a purpose. What are you goals and how will attending a specific event move you toward them? Be clear on your goals.... be honest with yourself....and use networking to it's fullest.