Research shows that networking can increase your sales significantly. In a recent study of over 12,000 professionals around the world, those that spent over six hours a week networking could count on nearly half of all sales coming through referrals.
Drilling down into the research makes it clear that just spending a set number of hours with people isn’t the key to good networking and generating more sales. Rather it’s the relationship building that’s most important. Connecting with people in a way that makes them feel valued and wanted leads to sales, not having coffee with acquaintances and asking for the sale. Here’s one situation where the old sales aphorism “Always be closing” isn’t true.
Genuinely Care
When you spend time networking, do it because you care about people, not to get something in return. Enjoy yourself and the people you’re with will enjoy themselves too. Don’t try to steer the conversation toward your product. Instead, engage in the conversation and, if it comes around to your product or what you do, happily provide more details.
Ask Questions
People feel valued when they feel heard. The best way to make people feel heard is to let them talk. The best way to get them to talk is to ask them question. You can start with the old standby: “What do you do?” But that’s usually a dead-end question and it runs the risk of offending anyone without a traditional job. Instead try asking: “How do you spend your week?” That opens it up for them to share what they’re really interested in, not just their job.
Once you’ve started asking questions, keep going. Ask for clarifying details, ask about connections, ask about preferences. Soon your new friend will be chatting away and feeling very valued.
Be Generous
Offer your help, your time and your energy. If this person is actually a friend, treat them like it. Offer to refer them to people you know who might be able to help them with something they need. When you start helping them, they’ll be more willing to help you in the future. Networking isn’t a turn-and-burn game, it’s a long-haul endeavor. Your six hours of networking this week may not result in sales this week, but in a month or a year, those relationships you cultivated will bear fruit.
