Networking Instead of Selling

How to turn communication into a marketing tool

When people ask me what the most serious mistake in networking is, I answer: “Being obtrusive”. You must have met such active “networkers” who are trying to sell you something 10 seconds after they met you. Or, after getting your business card, they call you every day saying they have “a very attractive business proposal” for you. However, their true intentions are too obvious.

Man ignoring and rejecting to a stalker woman in a coffee shop

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This article is not about how to escape such people, but how not to turn into one of them. Let’s be honest and admit that we all network not only for the sake of pleasant communication but also to find new customers, suppliers, partners, etc. And for this, whatever one may say, we need to “sell ourselves” to these people.

But instead of doing it point-blank we must get people interested so that they ask us to tell them more about ourselves and the things we do. Here are some tips on that which can be used both for offline and online communication.

1. Don’t focus on yourself, focus on other people and their needs

There was a flash mob on social networks called “10 facts about me”. People were telling each other that they like ham sandwiches or are afraid of the dark, thinking that someone really cares, except for two or three close friends. If you want to get people’s attention, come up with 10 facts about them, not about yourself. Better yet, give them 10 useful tips related to your business.

For example, if you are a hair stylist, write a post about how to make an express hair styling when they are late for work. Think about how your business can solve your potential customers’ problems. The next time, when they need a haircut or styling, they will rather think of you, not a salon with obtrusive advertising.

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How can you apply the same rule to live communication? Talk less about yourself, listen carefully to other people, ask questions. It is very likely that they themselves will tell you the problem, the solution to which you can become. If this happens, do not rush to sell your services. To begin with, show that you understand the subject: give a useful tip or share a personal story about how you helped solve a similar problem. This way you develop your reputation as an expert and provide a basis for a further relationship.

Note!

Sales assistants are also trained to listen to the customers. But they listen to close a deal. Your task is to listen to help. This is the main difference between selling and networking.

2. Talk about your business with enthusiasm

Of course, communication is at least a two-way process, so you cannot just listen. When it’s your turn to talk, tell others about what you’re doing, and speak with enthusiasm. Explain what value you bring, in which way your business helps people, and why you love what you do. If your speech is inspiring, you will surely spread your passion and enthusiasm, and people will want to know more about you and your products.

3. Recommend people from your network

Imagine that you are selling air conditioners. At an event, you get acquainted with a top manager of a large company and find out that he is opening a new office. It seems logical to immediately offer him to install your air conditioners in his office. But during the conversation, it also turns out that he is fond of sailing and plans to buy a yacht. Then you introduce him to one of your friends who sells yachts. Soon they close a deal.

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And in a couple of months, you get an email proposing to install your air conditioners in the yacht club, whose president is your new friend, and also in his company’s new office. In addition, he suggests sending out your commercial offer to all the yacht club members. This is how networking works, where a sale is a pleasant “side effect” from good relationships and mutual recommendations.

4. Share exclusive information

Knowledge is power. But if you keep it to yourself, no one becomes stronger. The most valuable thing you can share is the information that is not available to everyone. For example, a secret promo code that allows getting a good discount at an electronics store, or some insider information about the market situation. Of course, the disclosure of such things should not harm anyone or infringe upon someone’s interests. But when you share something important, useful, and even more so – exclusive, people begin to trust you. And trust is what motivates them to buy from you, and not from your competition.

5. Forget about “monetizing contacts”

Once I was asked: “At what point can I start monetizing my network?” I answered: “Never.” I prefer to serve people, not monetize them. As I said before, sales are a pleasant “by-product” of networking. They happen naturally if you are sincerely interested in people, try to be useful to them and change their lives for the better.

So, here are my top 5 recommendations, how to use networking instead of selling:

  1. Don’t focus on yourself, focus on other people and their needs. Listen to them, ask questions, find out about their problems. Make posts that are useful to your target audience. This way you develop your reputation as an expert and provide a basis for a further relationship.
  2. Talk about your business with enthusiasm. Spread your passion so that people want to know more about you and your business.
  3. Recommend people from your network. The power of personal contacts and mutual recommendations are the keys to successful sales.
  4. Share exclusive information. This helps to build trust and trust is what motivates people to buy from you.
  5. Do not think about monetizing contacts. Sales come naturally when you help people and bring value to them.

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