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Much of the motivational literature and many
seminars focus on individual effort as the key to success. Take
responsibility, they say. Develop a positive attitude. Set goals. Move
into action. All of this, of course, is great advice. But only to a point.
While your success certainly starts with you, it grows to higher
levels as a result of your associations and relationships with people. Simply
put, you won't succeed on a grand scale all by yourself.
That's why sales networking is so important. For the purposes of this
article, let's define this term as the development of relationships with
people for the mutual enhancement of our personal and professional lives.
Networking is a way to leverage your own efforts and accelerate the pace at
which you attain results. After all, the more solid relationships you build, the
greater your opportunities for success.
In the business arena, networking can bring you these benefits:
- New clients or business leads;
- Employment opportunities;
- Help in finding the right people to fill critical positions;
- Valuable information and resources; and
- Assistance in solving problems.
In the personal realm, networking provides these last two benefits and can:
- Enhance your social relationships by introducing you to new friends;
- Help you to become acquainted with people of varying ethnic, cultural and
philosophical backgrounds; and
- Contribute to your spiritual growth.
Now that we know what networking can do, the question is: What will you
do to enhance the effectiveness of your own network? Let me pass along several
techniques that I've found productive. To simplify matters, I've organized them
into five separate-but-related categories:
- Attitude and action;
- Referrals;
- Promotion;
- Communication;
- Follow-up.
Attitude And Action
Sales Networking tip 1. Project a winning attitude
This is a given. If you are positive and enthusiastic, people will want to
be around you and to help you. If you are gloomy and negative, others will avoid
you.
Sales Networking tip 2. Participate actively in groups and organizations
Effective networking and relationship-building takes more than paying dues,
putting your name in a directory and showing up for meetings. You must
demonstrate that you will take the time and make the effort to contribute to the
group. Therefore, volunteer for committees or serve as an officer. This shows
people your ability to work as a team player and helps to reveal and develop
your skills.
Sales Networking tip 3. Serve others in your network
This is the absolute key to building and benefiting from your
network! You should always be thinking, How can I serve?
instead of What can I get? If you come across as desperate or as a
"taker" rather than a "giver," you won't find people willing
to help you. Going the extra mile for others is the best way to get the flow of
good things coming back to you.
One specific way to serve others is by sending them articles or other
information of interest. You might also refer business leads or potential
customers.
Referrals
Sales Networking tip 4. If you refer someone, make sure that the person mentions
your name as the source of the referral
Be explicit. You might say, "Give Jane a call, and please tell her that
I referred you." In some instances, you may even call Jane and let her know
that John Smith will be contacting her. (Note: The next time
you see or speak to Jane, remember to ask if the referred person called and how
it turned out.)
Sales Networking tip 5. Be selective; don't refer every person you meet
Respect the time of those in your network. Referring "unqualified"
leads will reflect poorly on you. Ask yourself whether or not a
particular referral is really going to be of value to your network
partner. Keep in mind that the key is the quality, not quantity, of the
leads you supply.
Promotion
Sales Networking tip 6. Keep your name in front of people on a regular basis
People in your network aren't thinking of you all the time. Therefore, you
must find a way to periodically get your name in front of them. But be sure to
do it in a way which provides value. One excellent method is a
newsletter. It can be very simple: a single sheet with inspirational quotes or
information of interest within your industry. Be creative!
Sales Networking tip 7. Send promotional items that people will keep (and use!)
What do you do with many of the wall calendars, key chains or plastic rulers
you receive? If you're like me, you either throw them away or bury them in a
desk drawer never again to see the light of day. On the other hand, a cube of
memo sheets or other interesting desk accessories are likely to be kept and
displayed. Pick the right item and your name will be in front of your network
every day.
Sales Networking tip 8. Have distinctive and colorful business cards
For starters, carefully select a memorable name for your company. I have
derived tremendous benefits from my business name, Attitude is Everything.
People remember it much more so than if I had called it Jeff Keller &
Associates or Acme Motivation. Also, design a striking and unique
logo. A dull black and white card just won't set you apart. (Note:
You needn't be overly flashy or spend huge sums of money. Even a two-color
business card with an interesting logo will be quite attractive and won't cost a
fortune.)
Remember: your promotional materials are a reflection of
you. If they look uninteresting and dull . . . well, you get the idea.
Communication
Sales Networking tip 9. Be a good listener
In your conversations, focus on drawing other people out. Let them talk
about their careers and interests. In return, you will be perceived as caring,
concerned and intelligent. Sure, this is Dale Carnegie 101, but it works!
Sales Networking tip 10. Call people from time to time without a hidden
agenda
Ever hear from an old friend who supposedly phones just to say hello,
but then gets to the "real" reason for the call? How does that make
you feel? To avoid being perceived in this way, take five minutes each day and
call one person in your network simply to ask how he or she is doing and to
offer your support and encouragement.
Sales Networking tip 11. Take advantage of everyday opportunities to meet
people
You can make excellent contacts just about anywhere -- at the health club or
on line at the supermarket. You never know from what seed your next valuable
relationship will sprout.
Sales Networking tip 12. Treat every person as important not just the
"influential" ones
Don't be a snob. The person you meet (whether or not they're the boss)
may have a friend or relative who can benefit from your product or service. So,
when speaking to someone at a meeting or party, give that person your undivided
attention. Don't gaze around looking for "more important people" to
talk to.
Sales Networking tip 13. At meetings and seminars, make it a point to meet different
people
Don't sit with the same group at every gathering. While it's great to talk
with friends for part of the meeting, you'll reap greater benefits if you make
the extra effort to meet new faces.
Sales Networking tip 14. Be willing to go beyond your comfort zone
For instance, if you have the urge to introduce yourself to someone, DO IT!
You might hesitate, thinking that the person is too important or too busy to
speak with you. Even if you're nervous, force yourself to move forward and make
contact. You'll get more comfortable as time goes on.
Sales Networking tip 15. Ask for what you want
By helping others, you've now earned the right to request assistance
yourself. Don't be shy. As long as you've done your best to serve those in your
network, they will be more than willing to return the favor.
Follow-Up
Sales Networking tip 16. Send a prompt note after meeting someone for the first
time
Let's say you attend a dinner and make a new contact. Send a short note as
soon as possible explaining how much you enjoyed meeting and talking with him or
her. Enclose some of your own materials and perhaps include information that
might be of interest to this person (e.g., the name and number for a trade
magazine). Tip: Be sure to send the note Within 48 hours after
your initial meeting so that it is received while you are still fresh in your
contact's mind.
Sales Networking tip 17. Tell people how they have helped you
If you sat next to someone at a dinner meeting and received helpful
suggestions, let that person know specifically how you utilized that advice (or
plan to implement it). People like to hear that you value their opinions and
benefit from their knowledge.
Sales Networking tip 18. Acknowledge powerful presentations
If you hear an interesting presentation or read a great article, send a note
to the speaker or writer and tell him or her how much you enjoyed and learned
from their message. One person in a hundred will take the time to do this -- be
the one that does!
Sales Networking tip 19. When you receive a referral or helpful written
materials, always send a thank you note or call to express your
appreciation
Follow this suggestion only if you want to receive more referrals and more
useful information. If you don't acknowledge that person sufficiently, he or she
will be much less likely to assist you in the future.
Sales Networking tip 20. Send congratulatory cards and letters
If someone in your network gets a promotion, award or celebrates some other
occasion (e.g., marriage, birth of a child, etc.) write a short note of
congratulations. Everyone loves to be recognized, yet very few people take the
time to do this. Being thoughtful in this manner can only make you stand out. (Note:
It is also appropriate to send a card or memorial gift when a family
member dies.)
The networking suggestions offered above are merely the tip of the iceberg.
You should be able to come up with several new ideas of your own. How? By going
to your library or bookstore and seeking out the many excellent books on
networking ... and by noticing what other people are doing and adapting their
ideas in a way which suits you. (You'll also find many networking ideas in
SalesDoctors' Finding Patients department and in Jeffrey Gitomer's Emergency
Room.)
Remember that networks are built over time and that significant results
usually don't show up immediately. So be patient! Build a solid foundation of
relationships and continue to expand and strengthen them. You'll have to
"put in" a lot before you begin reaping the big rewards.
One final point: Great networking skills are not a
substitute for being excellent in your field. You might be a terrific PR person,
but if you aren't talented at what you do and constantly learning and improving,
your efforts will yield disappointing results.
Now, go ahead! Select a few of these networking techniques and implement them
right away. Get to work serving and improving your network. Then you will truly
have an army of troops working to help you succeed!
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