Why Networking Is Crucial For Sales And How To Be Great At It

Face-to-face networking is one of your greatest assets as a salesperson.

But these days it's often pushed to the side with many salespeople preferring to sit behind a screen and a phone... although sometimes they don't even do the latter. 

Of course, these strategies are of value and they provide a convenient approach to reaching prospects you otherwise wouldn't have known, but ignoring in-person networking is missing out on a huge opportunity to develop as a confident, purposeful salesperson with a strong, legitimate reputation. You'll also be able to build a stronger client basis in a range of locations. 

You may say, "Well I can do that on LinkedIn", but which statement holds more weight when prospects speak about you?

• "I met X at a networking event in London; they're really knowledgeable about the industry."

• "I've briefly spoken to X via LinkedIn; they're really knowledgeable about the industry."

Of course, you're not going to meet all your clients in person, but being able to meet a few in person will help you to be introduced to more people in a way that sounds more credible on your end.

Many people associate networking with a bunch of stereotypical salespeople who ramble on about their product or service, only to leave with minimal (or no success). That's something that will easily put any salesperson off from attending networking events. 

a) Because they approach sales very differently

b) Because they don't want to waste their time. 

Network With The Purpose Of The Other Person, Not Yourself

Networking doesn't automatically mean you have to put on a different personality to attract leads. It means being your most genuine self.

One of the best ways to do this is to get to know the prospect, find out their pain points and begin to introduce your product/ service in a way that is relevant to them. There's a misconception when networking that you have to immediately showcase what you're selling to keep the person's attention, but that will probably do the opposite. Not only are they probably used to the same old pitches, but they also have no idea how your product is of value to them, or if it is valuable in theory and they use something similar, why they should choose your product over another.

By intentionally catering the conversation towards the prospect and their purpose, you'll build rapport from the get-go, creating natural avenues to talk about your product, staying genuine and keeping them engaged. 

Don't See Success As Just Closing A Deal

It's essential to shift your perspective when attending networking events.

The reality is you're probably not going to get many (maybe not any) deals or final stage discussions from a networking event. But what you're very likely to get is a foot in the door for further conversations. Even if you're not promised a second conversation but you do as well as connecting with them on LinkedIn or receiving their email, you now have an opportunity to follow up.

Cold calling or email outreach can often give you this opportunity, but it just sounds better when you say, "It was nice meeting you in London on Tuesday, I was really interested in... It would be great if we could set up a call or another in-person meeting to speak more about...". That's a very successful outcome and it gives you additional legitimacy. 

Be Human And Use Small Talk

Even the most professional individuals enjoy a bit of small talk. It's a good way to break the ice and get people (including you) more comfortable, personable and receptive once the conversation turns to business. 

You want to be viewed as a true professional, but don't let that expectation of yourself get in the way of being human and building genuine connections. Clients do repeat business not just because you're a reliable, knowledgable salesperson, but because you're a friendly, authentic person to work with... something that starts from the first conversation.

- Written by Arun Sutton

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