Google Base: How To Increase Sales By Networking

Gone are the days of the professional sales representative knocking on doors or cold calling from recycled lists of potential clients. Business or professional networking is the latest trend in sales, and has proven to be far more effective than waiting on customers to walk through the door.

Networking is essentially the method of promoting your products or services through social and professional groups, or by establishing self-generated leads through existing customers, referred to in business as "asking for referrals". The benefits of networking far outweigh the initial fear of self promotion or asking for names and numbers, and is one of the least expensive ways to advertise. It is much less intrusive to receive a call from someone who has been referred by a friend, than from a salesperson who got your name from a list.

Competing for sales in the traditional manner is one of the primary reasons why most new sales professionals change careers within the first twelve months. Increases in both product quality and technology have leveled the playing field for manufacturers and service providers, and potential customers have to look no farther than their home computer to see how a product rates for quality and service.

Some professionals have been networking for years. A family dentists would recommend an oral surgeon, or an attorney specializing in one form of law might recommend an attorney specializing in another area if he or she were unable to represent you. The salesperson who places a gentle follow-up call after the sale, either to thank you for your business or to make sure everything is alright with the product, stays on our mind. Many people refer friends to salespeople without even thinking about it.

There are a number of effective ways to network. Employing one will certainly produce more leads and new customers. But, combing several of the methods will make a tremendous difference in income, and is a much more effective way to manage time.

SOCIAL NETWORKING

Attending social events is a wonderful way to unwind for many people. They are less guarded about personal space, and there is the unwritten theme that everyone at the event has something in common. This is a good opportunity to distribute business cards and tell people who you are, and what you do for a living.

The best way to network socially is to simply introduce yourself as someone who is enjoying the event. I helps if your really are enjoying the event, and have knowledge about the reason for the function. If it happens to be a fund raiser for a political candidate, then be able to express some views about the issues that candidate stands for. If your are at an entertainment event, have some appreciation for the artists performing. At any rate, the goal is to hand out as many cards as possible, and make it a point to get as many business cards as possible.

Local clubs and organizations are another great place to network socially. Civic Leagues, Moose Lodges, VFW Posts, and even prayer breakfasts are good sources for potential business. Social networking sites on the internet are also a great place to market yourself.

BUSINESS/PROFESSIONAL NETWORKING

Most business or professionals have groups or associations to which they belong. Make it a point to attend as many as possible, both within your area of expertise, and outside of it. Attending meetings with those in the same industry helps create relationships. Some established professionals find that they have more business than they can handle, and may be looking to share some with like-minded professionals who they feel will treat their customers as they would.

I know an insurance agent who had been in business for more than thirty years. He had established a list of loyal clients, who he serviced regularly with follow-up calls and the announcement of new products that he felt would be a good fit for their needs. He wanted to go into semi-retirement, but was uncomfortable leaving his clientele to other agents he knew, because of their reputations for being "pushy". He wanted someone who would form a relationship with his clients, and sell only what might be in their best interests.

I met him at a long term care seminar, and after a short conversation, we exchanged cards. He called within two weeks, initially asking me to help one his clients who wanted to create an annuity for post-retirement income. He followed up with the client and found that I was very professional, knew my product well, and that she was happy with how they were treated. I paid him a referral fee for the business, and before long he was sending me more clients, eventually transferring his entire book of customers to me.

Business groups and associations can be found in the local yellow pages, or on the internet. Some are industry specific, others are more general. Some are designed for professional improvement, while others are just for networking; including Toastmasters International, Business Networking International, or a local speed networking group. Most of these will allow you a few minutes to introduce yourself before the group, and give a short commercial about your products or services.

REFERRALS

One of the most frightening experiences for a new sales representative is to ask for referrals. But once it becomes a habit, it can truly propel a salespersons career. Many corporations whose very existence is dependant on new sales, make asking for referrals a part of the sales process.

Successful car dealers know that once they sell you new automobile, there is little chance of seeing you again for the next four to six years. And that's only if they do their job well enough for you to come back to them. Through constant contact and follow-up, they maintain a relationship with you. Either by offering service specials, like free oil changes for the life of the vehicle, or by sending a card on your birthday.

The purpose is to create a form of loyalty to you, so that they can have the opportunity to assist in your next purchase. The better you feel about the dealership, the more likely you'll be to recommend them to a friend or relative. There are contact management software programs that help companies store customer information more effectively.

Automotive sales professionals now have knowledge of when your vehicle lease expires, or when it's time for your 10,000 mile service. They contact you personally, and in the process of the courtesy call, ask who you know that may be in the market for a new or used vehicle. Asking for names and numbers is much less frightening after you've developed a relationship with the customer.

The bottom line in networking is to "Always Be Selling", but more importantly, always be selling yourself. The more people who know of you and the products or services you offer, the greater your career will be in sales. Maintaining strict professional ethics about how you do business, and standing behind your product or services goes along way toward generating good word of mouth advertising, making it easier to ask for business from peers, or referrals from customers.

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