Networking for Sales Leads

Don't just make new friends, make new contacts

By Constance Gustke

The thought of networking sends shivers down some people's spines. But it's also a highly effective means of building your business one connection at a time. The key to success is targeting the right venues, making warm connections and then following up. You can network for sales leads in many ways including:

Joining a private club.
Attending sports events and the parties afterward.
Exercising at your health club.
Participating in local business associations.
Talking to people sitting next to you on the plane or in other areas of life.
Attending trade industry shows.

Target the right events

There are many venues for networking, starting with professional organizations, such as the local Chamber of Commerce or your industry association. And there are social events, such as parties, private clubs and golf games, where you can network more casually. Use them all.
Try: Make a list of the likely and unlikely places you can network, from the country club to a tailgate party. For professional organizations, find trade shows at BizTradeShows.com or try your local chamber of commerce.

Focus on your intentions

Though you should go to events to have fun, keep your business goals in mind. What are you trying to accomplish? Setting goals can keep you focused at large industry events.
Try: Educate yourself on the fine art of networking with the American Marketing Association's Gray Hair Laws of Networking.

Make friends, not leads

Rather than attempting to clinch business deals, view networking as a chance to make new friends. Be genuine. Build trust and relationships. See yourself as a powerful resource who can help others get what they want. This tactic takes the pressure off having to clinch a deal or secure a referral, which is off-putting to others.
Try: School yourself in networking by preparing talking points or even videotaping yourself. If you're really stuck, hire a business coach at Salesvantage.com.

Hone your message.

Always have a one-minute sound bite prepared, when attending events. That way, you can stay focused while you meet as many new people as possible. Think of yourself as the face of your business. But beware: Don't use your message as a sales pitch. It's simply a golden opportunity to describe your business.
Try: Create a brief, compelling business message and practice delivering it. If speaking in public makes you nervous, join Toastmasters International to hone your skills.

Follow-up after the event.

Networking is simply the first step in creating a sales opportunity. Right after meeting someone, record follow-up actions, what you talked about and even the actual words used in a discussion. Then call at the time that you both agreed on. Ask to see him or her for a face-to-face meeting.
Try: Stay organized by recording follow-up actions and dates or times to call in a contact management system that helps you track prospects.

Bring a friend or coworker to an event if you're nervous about meeting new people.
Focus on the other person by asking them open-ended questions about themselves.
Ask yourself why you want to talk to someone. How do you want to deliver value or assist them in solving a problem?
Never underestimate someone. Everyone has friends, family and co-workers who can be valuable connections.