Sales Tip of the Month
Networking. Everyone wants to do it. Everyone claims they do it. And most of
all, everyone knows it is the single best way to earn clients.
But what is effective networking?
Is it merely collecting business cards at a formalized event and then following
up afterward with a few of the people you meet, because they had an interest in
what you offer? Is it schmoozing with as many as you can in a room packed with
other salespeople? Hardly.
Networking is the developing of long-term relationships based on a mutual
exchange of information to help skyrocket incomes for at least two individuals.
And it goes without fail that the best salespeople are always the best
networkers.
So what are the keys to networking? Four critical areas are essential to
networking success: Introduction, Probing, State the Initial Benefit, and
Follow-up.
Introduction
The one who gets the most out of networking is always the one who introduces
themselves first- formal or informal. Why? It's because when you make the first
move, you earn the right to make the second, third and fourth. It's not enough
though just to introduce yourself first. How you introduce yourself is also key
to success.
You may have heard some of these before, but they are worth repeating. Here are
some quick tips when introducing yourself:
1. Firm handshake
2. Ask them their name first
3. Repeat their name aloud, say your name
4. Make eye contact and smile
5. Always give a business card at the end, always get a card. Always get the
e-mail.
Probe
Before anything else can be spoken, ask your new friend what they do. Listen for
the answer and respond accordingly. Remember a cardinal rule: People love to
talk about themselves more than anything. So let them.
Don't tell them what you do for at least 2 minutes, unless they ask earlier.
Earn their friendship and you will earn their referrals.
Some other great networking questions to ask are:
1. What has been the key to your success?
What better way to massage an ego! It's also a great way to see their business
perspective- Is it customer service? Is it longevity? Is it networking? This
information also will be vital when you want to tie back to build alliances.
2. Who is your ideal client?
This is a question few people ask and it's a gold mine, because it indicates
right off the bat you want to give referrals to them.
3. What is your biggest challenge from a "????" perspective (the industry of
whatever you are selling)?
Yes, now you are starting to reverse the conversation a little bit. But that's
okay, because you were bound to get there anyway. For instance, at one point, I
might ask, "What's your biggest challenge from a sales perspective?"
Even though you are now guiding them, you are still asking questions. They will
get tired of talking and soon enough they will be begging you to share who you
are. What will begin as a networking conversation-- will turn into a sales call
for you- at your new friend's doings.
State Initial Benefit
When they ask what you do, give your top-notch initial benefit statement. Know
not just what you do, but why they should care. Don't assume because it's
"networking" you don't give your pitch. Often, in a networking environment, it's
more critical, because more often you are aiming for referrals than business
from the person standing in front of you.
Don't fall into the "It should only be a 10 second sentence." No, it's quality,
not quantity or lack of it. An effective initial benefit statement should say
the following:
What you offer, why it's better than what someone currently has and why they
should care, and who you are selling to--IN THE EXACT OPPOSITE ORDER. For
instance:
"TBN Sales Solutions increases commissions for salespeople and profits for
businesses through customized training, coaching and consulting. We establish
structures and procedures in all facets of the sales process, through workshops
and individual sales coaching to teach reps to control their own destiny to
impact the bottom line."
Follow-up
1. Send everyone a personal e-mail thank you within one week, regardless of
whether they can help you outright. You include "it was nice meeting you, here's
an electronic brochure, and keep me in mind." If you know there is no chance you
can help them and they can't help you, don't offer to call them, let them offer
to call you.
2. Call within two days those "hot prospects" who may buy your service to
schedule an appointment.
3. If it is a potential strategic alliance, where there is a good referral
opportunity, call to arrange a coffee or even just a "phone appointment." In
this day and age, be selective with your coffees. "You don't want to waste their
time or your time, they are equally valuable."
4. Dig into your database for referrals to GIVE to get the ball rolling. Don't
just make a phone call, though, and give a name. Make it a real lead. Send a
three-way e-mail endorsing both the person who may stand to earn a client and
the one who may meet with your vendor.
5. Lastly, know referrals of information- such as groups, articles, or other
"strategic alliances" are great referrals, too. Referrals aren't so much about
how spectacular they are, but that they are there.
When you give, you get. When you give more, you get more.
Happy selling!
Find out more....
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