Problem:
Have you ever gone to a networking function and spent 60-90 minutes or more and left without one good, qualified lead? If you’re like many salespeople, you can undoubtedly relate to this type of lost opportunity. Networking functions are a great way to meet people who are potential business partners, but typically we are disappointed with the results.
Diagnosis:
Think about how you spend your time at networking functions. Many will spend their time with a friend, safely inside their comfort zone or take the easy road and meet only one or two people, failing to get a lead from them. Why does this happen? There are lots of reasons, but the main one is that we’re uncomfortable in networking situations because it’s a sales situation. We’re asking someone for a lead and are afraid we’ll be perceived as being pushy. We ask, “How can I get some business out of this? Who can you refer to me? What if they say no to me?” The focus is clearly on us.
Solution:
Change the focus! Focus on the prospect. Find someone whom you know you can help. Approach them with the idea that you have someone to refer to them (of course you must actually have someone). Here is what it might sound like: “Do you have a moment? I’m ____________ with ___________. My company does ______________. I think I have someone who could use your product/service, but I want to make sure. Can you tell me a little more about what you do?” After they’ve had a chance to talk, you can offer them the referral, if it‘s appropriate to do so. In either case, they’ll be appreciative that you wanted to help them and I’ll bet that they’ll be thinking about how they can help you. It is Emerson’s Law of Compensation in action which, when simplified, states: “the more you give, the more you will get in return.” Obviously, you may have to do some preparation beforehand, but you can bet that the effort will be rewarded.