(Quoting Bob Burg) “Alison Oliver, an account executive for a billboard company, was nervous about her brief luncheon appointment with a corporate buyer. He had been tough on the phone, and she was not looking forward to a battle over soup and salad.
‘We met for 1 hour and 15 minutes,’ Alison said, ‘even though it was obvious he had planned on a much shorter meeting. All I did was talk about his favorite subject---him! Within a week I made the sale and he personally called my boss to commend me on my selling skills.’ ” (Bob Burg, Endless Referrals, McGraw Hill, 1999.)
Networking is a marvelous thing. It is an effective means of advancing one’s marketing objectives in a simple, relatively low-cost manner. It lends itself well to any business category and can be managed with a simple contact management apparatus. Likewise, as my opening illustration demonstrates, it is unparalleled in providing you access to the buyer’s psyche.
As efficiencies go, here it lacks appeal. By its very nature, it is a more time-consuming activity for the individual than, let’s say, Outdoor advertising. Your direct contacts via networking may amount to 40 or 50 a day, if you are really working it. With one billboard you may be reaching 35,000 people a day. I only make the point to emphasize how important it is to make sure you are networking the right way. Since networking is relatively inefficient, you must make sure to approach every contact as effectively as you can. The incremental cost is simply too high to do otherwise.
Locally, there are many fine examples of networking groups and clubs. Here I refer to those organizations that meet for the express purpose of exchanging sales opportunities like TIPS Club, Tallahassee 100, and the Chamber’s many Leads groups. I am fortunate enough to belong to a couple of these and know first-hand the benefits of membership and the dynamics involved in effective participation.
For the uninitiated, pick up a copy of Bob Burg’s book and begin applying the generous directions he supplies the reader. Secondly, join a networking group. Join several if you can. Find what works for you in time and place, but just do it. Go in asking yourself the question: “How can I contribute to each one of these people.” To think more about what you can get out of it will decidedly work against you. Not only will it be clear to everyone else that you are self-oriented, but you will heighten your impatience over waiting to “score”. Bring to the table whatever skill, resource(s), contact information, professional opinion, you can offer. Find out what other folks need and in some way help fulfill it.
For those of us who have been at this awhile and especially for those who have been wondering if it is really worth it, consider your network of group members not just “sales associates”. These people are an able team of professionals to whom you can go for advice and to whom you can refer others in a reciprocal manner. Many times it may have little to do with making you money. Nothing affirms the self-esteem of another more than to be consulted for an opinion. Not only do we like to talk about ourselves, we like to share what we know. In so doing, we are building a bridge of confidence that we can travel frequently and at ease.
Recently, I had opportunity to consult a group member regarding a need for an item that this individual didn’t provide, but, I knew he would know someone who did. It worked. Within the same day, coincidentally, I received a call from a man in Tampa looking for a service in Tallahassee that our company doesn’t provide, but I gave him the names of two local companies that I felt certain would help him. He was referred to me by another club member.
Next time you attend a networking club meeting, look around you at the wealth of professional ability represented. Decide to go beyond sharing leads and contact information. Look for ways to apply what you do, or what you know. Offer yourself in the best way you can to benefit all.
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