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Turn Cold Contacts into a Hot Network

Written by: Rene Zamora

Article Overview: Most Sales People sell at networking events, successful ones build credibility.

Turn Cold Contacts into a Hot Network

At a networking event I overheard a conversation between a salesperson promoting QuickBooks support and a potential prospect. He was using terms like, “In my opinion….”, “what you don’t want to do is……”, and “our system and process can save you money.” He knew I was well versed in marketing so when I asked if he wanted some feedback, he sheepishly said, “sure.”

I mentioned many marketing experts recommend using third party reference instead of personal opinion to make a point. His response was, “I have to demonstrate my expertise so they will want to do business with me.” He was telling and selling, the same thing that 95% of the people working the network room were doing. They were all taking their turn at making their pitch.

Successful salespeople understand most people love to talk about themselves and their business, and make this work to their advantage. If we utilize a consulting approach by clarifying our clients problem (in this setting the need to promote their business) and creating a solution for them (introduce them to others that might need their service) we increase our credibility.

Doug Staneart, CEO of BuildingYourTeam.com states in an article Increase Your Sphere of Influence, “People do business with and refer people to people they know, like and trust. So our goal during a networking function is not to sell, but to get more people to know us, like us, and trust us.”

If we spend our time getting to know about others and how we might be able to help them it does a few things.

It demonstrates our ability to ask interesting questions and listen. Prospective clients like this.
Listening with a motive of learning will demonstrate care and builds trust.
People like others that listen to them.
If we are able to introduce them or refer them to someone, they will know more about us.
If you follow up with a card after the event it will demonstrate you are a cut above and you care.

Arming yourself for a networking event

Your focus at this event is to build your network, not find a prospect. In the process of building your network the prospects will surface. You need to be armed with a few things before attending the event.

Elevator speech, audio logo or unique selling proposition.
Questions you might ask others.
An empty card holder.

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Article Tags: ceo, consulting approach, credibility, interesting questions, marketing, money, motive, networking event, networking function, party reference, personal opinion, pitch, prospective clients, salespeople, salesperson, sphere of influence, third party



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