Returns from Networking

I posted this reply to another excellent thread from Rory Murray at Ecademy.

My first proper job was as a salesman. I remember being uncomfortable with the training process we went through that suggested selling was a numbers game and the number of presentations you made on the benefits the product was the most important factor in driving results. There was also the notion that some people were 'natural salespeople' and could sell anything to anyone. I won't quote some of the derogatory phrases used to illustrate this.

I pretty soon worked out that to get on I had to be one of the top performers. The conventional wisdom was that the top salespeople were the ones promoted.

My approach was to get to know people and find out about their real needs. The retailers I dealt with were not interested in the product I had. They were interested in the customers that they served. They were interested in the shelves and display areas being full of appropriate products that sold well and generated more profit per square foot. They were interested in the person that took the time to understand their business and help them become better at servicing their customers. They were interested in the person that took the time to recommend things and put them in touch with others of a like minded disposition. They were interested in the person that developed Relationships and the Return they provided was in ever increasing sales, support, introductions and some long lasting friendships. Some things that you can quantify and some that you can't.

There may be people wondering why they are getting no return for the time they are investing. Maybe some need to ask what they are spending their time doing. If they are not helping others meet their needs and also building their own reputation in the provision of whatever service it is they are providing then a review of their activity may be in order.

Preparing your Introduction

At business networking events I meet a lot of people who seem totally unprepared for the "So what do you do" question. Why not practise a short, helpful introduction for yourself. You will know when you have got it right when the person you are talking to says: 'How do you do that then?' There are only a few simple ingredients to a good introduction.

Something like "We help [target market] to [benefit]. For example, 'We help consultants double the value of their sales'. The trick is to make it interesting. So instead of telling people that you are an HR consultant, you might say: 'We help hotels retain their key staff.'