Many managers still mandate cold calling and for lack of a better idea many sales people still do it. However, you’ll be far more successful generating quality leads by networking. Why, because networking eliminates resistance to getting a meeting and eliminates resistance to your message.
With cold calling you’ve got to hit your target at just the moment s/he is feeling a problem that you can solve. Additionally, s/he wants to take that moment in time to talk about it. The chance of these two events happening simultaneously is slim to none.
So let’s get smart and start networking for leads. Networking is using your business relationships to introduce you to people you want to meet, or introducing you to people who know people you want to meet. It isn’t calling your friends and family and asking for help.
Planning is the trick of networking. It doesn’t work if you just start by picking up the phone and calling anyone you know. Louie Pasture said, “Chance favors the prepared mind.” In the context of networking this means if you stop and plan, your mind will be sensitized to direct you to who you want to find.
So here are the steps for your preparation.
1. Determine what target accounts you want to penetrate.
2. What titles or functional people do you want to meet, and
3. Finally, open your mind. Who do you know that can introduce you?
This will only work if you write it on paper or record it in your computer. As you get going, it will get big and complicated and you’ll need to free your mind of clutter to think creatively. Besides,as you look at written information, you start generating ideas. One name will lead to another and another.
Who do you know (step 3) will take some soul searching and courage. Courage because you know people, but you may not to admit it for fear that they may not know you? At first pass, you’ll say you know no one or else you’d be there already (hopefully, you’d say that). But after doing some serious thinking and possibly talking with some of your business associates, you’ll be surprised who you know or who you know that knows others.
Compiling your list of targets will be easy. And then you’ll struggle, but begin a more obscure list of people that you know who can get you an introduction to the targets’ titles and roles. Review the two lists. Now this is very important. Start where you know people no matter how small the account. Don’t start with the biggest and most prized target where you know no one or your connection is very weak.
As you work the accounts where you know people, you will be amazed how networking will take form. Starting where you have an in will help you learn and develop your technique for networking. As you do, you’ll gain the confidence to take networking to a higher level. You’ll begin to ask people for introductions and referrals that you would have never done in the beginning. However, you’ve got to start in a secure place first or else you’ll never build the skill and belief to make it work.
When you know how to network, opportunities will open-up to you in various forms. You’ll recognize hints of good information as they cross your path, and you’ll be alert enough to use that information to enhance your position for a sale.
This may sound crazy, especially if you’re new to a company, position or territory. But it will become clear once you start working the people in your business environment. You’ll be amazed how many people you know who know people. And if you ask, they will help you.
Next article, I give you the words to use.
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