Prospecting Tools: Networking
I’ve stressed the importance of building personal relationships for salespeople. Nothing has a stronger effect than getting out and pressing the flesh and meeting people. Networking is nothing more than meeting potential prospects on mutual territory. The most important thing I can say about networking is to make sure you network where the customers are. As obvious as it seems, too many of us attend meetings of trade groups who do what we do. In other words: Our competition. While it can be fun to talk shop, it doesn’t get you in touch with customers. You must go where they are likely to be.
As a writer, I could attend the many writer’s conferences around the country which promise to help you meet editors and agents. However, I’d be there with a lot of other writers vying for the attention of the harried editors who got talked into these little junkets. Wouldn’t I be better off at a convention of editors, agents or publishers? When you attend networking opportunities make sure there is a likelihood that most of the attendees are good prospects for what you do. Then you can go and talk shop. I guarantee you’ll get inquires about your business in the process. Exchange cards and follow up with a sales call.
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