Art
Siegel

Sales Networking: Your Link To More Sales To Businesses

Everyone you know, everyone you meet in social settings, and everyone you could encounter at business functions -- these are all potential sources of qualified sales leads. You learn about all those potential leads by developing your skills of Sales Networking: Your Link To More Sales To Businesses. 

In this article we will talk about three types of networking relationships you can use to build your sales to businesses:

• Networking through friends
• Networking through personal vendors
• Networking through clubs and associations

Networking Through Friends

This is the easiest place to begin networking, and there are more opportunities here than you might think at first. Almost everyone you know, friends, neighbors, people you play sports with, relatives, and so on, works somewhere. Most of your friends have a spouse who also works somewhere. And many of your relatives and friends have other close friends they would be happy to introduce you to.

If you've already tried to get referrals through friends, you know that some of them try to get you in front of decision makers, but very few contacts actually are made. The ideas below are designed to increase the number of solid referrals you receive through friends and relatives by:

• Making sure your personal contacts really understand what you sell.
• Based upon this understanding, giving you inside information that can help you get to the right people and be prepared to discuss the right issues.
• Becoming comfortable enough with what you are selling to actively pursue the referral.

What do you say to a friend? First ask for their opinion.

"Sharon, I'd like you to do me a favor. I'm working on improving my sales presentation. I would like to try out some of my new ideas on you to sort of practice them before I go out and try it on customers."

This approach is very valuable for you to do for these reasons:

• One is the reason you stated. It's always a good idea to try out your presentations on someone who can give you helpful feedback.
• Your friend will ask lots of questions, which will give you ideas on how to improve your presentation.
• Your friend may also challenge you with objections for which you need to practice responses.
• Your friend needs to understand exactly what you are selling in order to determine how it might fit into their employer's business or to refer you to others.

After you make this mock sales presentation to your friend, you can say:

"The next thing I need to do, to refine my presentation, is practice presenting this to actual businesses. Do you think your company can use something like this? Who should I talk to there? Why do you think they might be interested? Can you help me get an appointment?"

When you set up this appointment, remember that your friend is not trained to present your products and cannot answer a prospect's objections. Thus, your friend should not attempt to sell the idea. The best thing your friend can do is get you access to the decision maker.

Networking Through Personal Vendors

The strategy for networking through people you buy from is similar to that of networking through friends. You start by asking for advice, which is something almost anyone is happy to give you. You then use that opening to educate the person you are speaking with about the advantages of buying from you and your company. From there, you either attempt to sell to this person, or ask for a referral to someone else.

Start By Building Your Suspect List

Think of all the businesses where you spend money -- insurance agent, restaurant, retail store, auto dealership, lube center. The owners of many of these may be excellent prospects for you. But even if they are not, business owners know other business owners. If they are not qualified to buy from you, they likely know someone who is.

Get To Know The Owners

At some places you patronize, you have spoken to the owner or manager, and that person recognizes you when you walk in. In others, you don't know the owner, so your first step is to know, and be known by, the owners or managers of every business you or your spouse buys from. Make a point of saying hello to the owner every time you shop, and compliment them on some aspect of their operation.

Ask For Advice

Once you know the owner, it's time to ask for help:

"Mr. Lattimer, I wonder if you could spare a few minutes to do me a favor. I sell (type of products) to small businesses. I think what I offer is excellent, but I don't have many opportunities to get honest feedback. I'd really appreciate your giving me a little advice based on your experience."

If he is busy, schedule a meeting when he has the time.

When you do sit down with this business owner, begin with: "Let me tell you what my company does and get your opinion on the best way to present it to businesses like yours." What might happen when you do this?

• Nothing -- not likely.
• He becomes interested in the product, opening the door for you to sell to him.
• He gives you the names of a few of his friends and associates who might be interested. You get to make a warm phone call.
• He gives you some helpful ideas as one business person to another.

Networking Through Clubs And Associations

The networking we have talked about so far involves taking advantage of individual relationships you have or can readily build. Another opportunity lies in groups. Examples of these groups include:

• Local chambers of commerce or other business networking groups.
• Condominium and apartment associations.
• Trade groups serving specific industries, such as optometry, travel agency and so on.

You may already belong to such groups. Others you will need to join. Among the most valuable are your local Chamber Of Commerce and other business associations. These provide you with access to many other business people who may be prospects for you.

After you have joined one or two general business associations, you may want to look into one or more of the specialized trade associations that are active in your area. Some of these welcome membership by vendors who are outside their industry group; others are more exclusive.

Depending upon the group, membership might entitle you to place an advertisement or company listing in a directory that goes to all members, rent the member mailing list for your mail campaigns, speak about your product at a meeting, or obtain a low cost display at an industry trade show. You may also get a member directory, which you can use to build a mailing list.

If you are interested in one of these trade groups, follow this approach:

1. Identify an industry that has many businesses in your area which could benefit from your products.
2. Use cold calling, telemarketing, direct mail and other methods to gain visibility in that industry.
3. Approach the management of the trade association. Tell them what your company does, mention some of your existing customers in their industry, and state that you want to further specialize in that industry. You are interested in joining their association to learn more about the needs of the membership.
4. If it is appropriate for your type of business, offer to provide members with free, valuable information or to run an informative seminar at no cost.

As a condition of vendor membership, most trade associations will expect you to pay an annual fee. Many will also specify a discount they expect for their members. Others will allow you to charge full price to members, but will expect you to pay a commission to the association.

Remember, the association's management is not interested in you. They are interested in helping their members. They are also interested in the fees they charge to vendors. When you talk to the association, speak in terms of what you are willing to do for them, not what is in it for you.

Once you become a member of an association, here are some of the things you can do to sell to the members:

• Get to know members on an individual basis, and look for individuals who might be good prospects.
  
  
• With association management permission, hand out or mail a letter which entitles members to a special "membership incentive." This might consist of a guaranteed discount, extra features or supplies at no charge, or a free consultative evaluation.
  
  
• Offer association management a commission on every deal sold as a result of a mention in the membership newsletter or a copy of your letter that is mailed by them to members.

SeaBird Associates Inc
3011 NE 7th Drive
Boca Raton, FL 33431
Phone: 561-750-9233
E-mail: Art Siegel

About Art Siegel