Networking

SALES. It’s treated like a curse, and yet anyone who is in business for themselves must to be familiar with salesmanship. So, we’ve come up with a more acceptable word – “conversion”.

Conversion means to take a prospect and to convert them into a client. Again – convert. There’s something that still seems forceful about this word.

I suggest a different sales concept: conversation.

First of all, I don’t believe that “sales” is a bad word. We must sell in order to move ANY business forward – even a non-profit organization. But the meaning that we tend to assign to the word generates the mental image of a used-car salesman in a plaid suit, desperate to sell you a lemon.

My version of sales is about conversation, being genuinely interested in people and finding out IF they can use your services. The worst thing to do whether you’re at a grocery store or a professional networking event is to start selling to someone BEFORE you find out if they have a need for your product. At best, it’s irritating and at worst it’s insulting.

For example, what if I interrupted someone who is talking to me about their business and said, “Well, I work with entrepreneurs like you, and I can help you fix your business”? Best case: they are secure in their business and are only mildly annoyed at being interrupted. Worst case: they hear what is implied – your business is broken – and make an excuse to leave the conversation to complain about me to someone else.

Here are a few tips on sales through conversation:

1. Ask questions. What interests them? What do they do? What kind of client are they looking for?
2. If they never get to asking about you, don’t worry about it. If they aren’t going to be interested in asking about you, it’s unlikely that they’ll want to buy from you. It’s better to wait and sell another day than to sell too soon.
3. Go for the referral. This should actually be number 1. Whenever you’re talking to people about your business, would you rather be talking to one person or 250? When you ask, “Would you like to buy?” – you’re  talking to one person. When you ask, “Would you be willing to refer to me?” – you’re  getting that person to open up their mental address book to consider the 250 people they know.

So don’t be afraid of sales, just pace yourself! Make connections through conversation, establish rapport, create referral partners, and find sales opportunities when the time is right.

I was talking recently to a new business acquaintance, Tracy Karbus, about (what else?) networking. She mentioned how she hated going to events where everyone just threw their business cards at each other and there was no real connecting.

Then she asked, “What do you think you should do for a 30-second elevator speech?”

And I cringed. I know, I know – it’s an accepted “fact” of business that you have to have this pithy, enticing quick introduction ready at all times. But I really can’t stand it.

But as I write this, I realize that my distaste is not for the quick introduction itself, but rather that it’s become this one-size fits all verbal equivalent of throwing your business card at someone. No connection, just a pitch.

Here is an example of what the elevator speech has become:

“Hi, I’m Mary Cravets and I am the Speed Networking Maven. I show entrepreneurs how to rocket themselves to the center of their community and network like rockstars. Do you know anyone who wants more business, more exposure and more money?”

Ick. Gimmicky, over the top, and immediately imposing on the other person – a complete stranger – to bring you business. I might as well have just said, “Me, me, me, and oh, yeah, what do you think about me?” Whenever someone asks me a leading question like the one above, I immediately get queasy.

Here is an example of what it could be:

“Hi, I’m Mary Cravets and I teach people how to run networking events that put them center stage in their business community. I heard you mention that you are a lawyer, what is your specialty?”

Do you see the difference? The first approach uses force to push my agenda into a stranger’s face. Not at all appealing, and unlikely to lead to a long-term professional association.

The second approach allows the person room to share, and become curious about me. It lets THEM decide if and when to ask about my business.

And to answer your next question, yes, sometimes people will not get around to asking about you. Keep in mind, most of us have been trained to talk rather than to listen, so be patient with people. If the person you’re talking to doesn’t ask about you, you can either let it go, and get around to your business some other time, or you can segue to your business by saying something like, “I’ll definitely keep you in mind for referrals. Would you mind if I shared what kind of referrals would help my business?”

They will ALWAYS say yes!

Scenario #1: You’re at a business networking event, and are approached by an enthusiastic woman. She says to you, “You really need to try my vitamins. You’ll feel healthy, more energetic, and get more done every day. When would you like to set up an appointment to meet?”

Scenario #2: You’re at a business networking event, and are approached by an enthusiastic man. He says to you, “You know a lot of people, right? Here are 5 of my business cards for you to give out to people you know.”

Scenario #3: You’re at a business networking event, and are approached by a man. He says to you, “Have you ever heard of my company? It’s been around for 24 years and was founded in a small town in Northern California where the trees are tall and the land is wild. It’s in this wilderness that a new vision was born, a vision of prosperity, a vision of hope, a vision of endless possibilities. Our founder was born in 1965 in a small town in Massachusetts. How did he get from Massachusetts to California? I’ll tell you the whole story…”

If you’ve ever been to a networking event, it’s likely you’ve encountered at least one of these scenarios. So how have you dealt with them in the past? Often, we just let these well-meaning folks monopolize our time, which leaves us feeling resentful that we spent all evening with a self-absorbed bozo who never even asked for our card.

Sometimes we cut them off and walk away. Not a bad solution, but it still defeats the purpose of networking, which is to create connections.

Try the following responses the next time you’re cornered.

Scenario 1. “I don’t need your product now, but if you can be specific about the kind of client you’re looking for, I’ll definitely keep my eye out for them. Give me one of your cards so that I’ll have your information when I cross paths with good referrals.”

Scenario 2. “I really love referring the people I know to the services they need, but would need to know more about who your ideal client is. If you can be specific about the kind of client you’re looking for, I’ll definitely keep my eye out for them. I’ll keep one of your cards so I can send them your way.”

Scenario 3. (interrupting them) “Let me stop you for a second, if you don’t mind. I do want to know more about what you do, and what would be most helpful to know is specifics about the kind of client you’re looking for, so that can keep my eye out for them. Give me one of your cards so that I’ll have your information when I cross paths with good referrals.”

You’ll notice a common thread through them all, of course. Each of them positions you as the expert networker, someone who is interested in connections and service, even when approached in a less than professional manner.