HOW'S YOUR NETWORKING GOING?

Anyone in the sales game knows it is critical to constantly keep adding good prospects to our sales funnel.  We typically do that through asking for referrals, marketing ourselves to likely prospects, and through various types of networking. 

Today I spoke with a group of small business owners about their networking challenges.  Here are a few of their responses and my advice to them:

• I'ts easy for me to talk to my friends, but hard to talk to strangers.  I think we all suffer a bit from shyness around strangers at times, but we have to remember what our real goal is- to meet new people who might have an interest in our product or service.  If we keep focused on that, and realize we have to get over our shyness, we can "just do it" when it's time to speak to the stranger.  Remember, that stranger is probably just like you- a little anxious about meeting you and wondering what to say.  When we realize we're all in the same boat, it gets a little easier.
• How do I interrupt an ongoing conversation of 2 or 3 people without coming across as rude?  Be sure to show plenty of respect, but also be a little assertive.  I like to come up to a conversation and politely begin listening to what's being said to see if I have something to add to the conversation.  I may even ask a question about what's being discussed which gives the others a reason to talk to me.  Of course, if no one acknowledges me after a little while, perhaps it's time to move onto another group. 
• What do I do after the networking experience to turn my efforts into a deeper relationship?  It is typically easy to get cards and contact information from people. The challenge is what to do next.  I always try to set a goal of getting at least one good meeting with someone I meet for the first time.  I will go through the cards I've received, review the notes I might have made about my conversations, and then start calling to ask for meetings.  I will have set this up by asking the person at the meeting if it is okay for me to call them in a few days to see if we might get together.  This is where the real benefit of the networking effort shows up.  You don't close sales at networking events.  You simply meet people, learn a little about them, and decide if they are someone you should be meeting with to begin growing your relationship. 

The best sales results are usually a product of good relationships you have established with people.  Networking is a great way to start building these relationships.  It can be intimidating in the beginning, but just remember, if you just go into it determined to make a few new friends, you are well on your way to finding your next customer.