Networking and sales are an ever-present aspect of the business world. Those who want to make connections or develop business are busy from dawn to dusk, making calls and going to events. People who are their targets-- i.e. people in a position to buy goods and services or are otherwise worth making connections with--feel under siege. One of my partners, a former senior executive of a large hospital, remarked recently that during that time she could have had “three breakfasts, three lunches and three dinners every day” with vendors seeking her business. It got so bad that she felt that she had to “hide out” in her office to avoid being inundated by people who “just wanted something from me”.
Sales people and networkers may not realize that they are putting intense pressure on business owners and others they are trying to contact and persuade.
Be Aggressive, Not Pushy
What should those whose livelihood depends on fostering business development contacts do? How to be determined, even aggressive when that is called for—without going over the line to being pushy in a way that will alienate those whose attention and favor you seek?
My suggestion is this: when you approach those you want to network with or sell to, come bearing gifts—and not the material type.
Give People What They Need
The majority of business owners and others you want to establish relationships with want to grow their customer base and increase their profits. They are looking for resources to make their lives easier and their business more cost effective. They are looking for answers to a host of business challenges.
Informing yourself in depth about a company’s industry and products and services; brainstorming with your colleagues about the prospect’s needs; refining and presenting ideas that will deliver tangible value—these are the best way to earn credit with company owners and enhance your appeal to them. Introducing them to potential customers and other trusted advisors (accountants, attorneys, human capital or insurance advisors and funding sources, among others) who can bring them new ideas is another way of providing value.
Thoughtfully making introductions to people you know to be reputable and good sources of market insight is another conduit to getting to know a company owner versus just “asking for the order.”
Best Tactic: Provide Useful Information
Case in point: a major regional accounting firm in Houston mounted a campaign to win a premier account. Their tactic: to explain a strategy to use R&D tax credits, an option that the firm that had been serving the company for the last 10 years had failed to explore adequately. It won them the account.
Using one of these techniques may not “get the order” the first time you meet a business owner. But by doing so you have planted a seed and signaled to the target of your networking that you are “all about them.” Sincerity is a key ingredient: signaling that you are truly interested in their success and not just about what you can put into your own and your company’s pocket.
Become a “Go To” Person
If you can follow this program consistently, you’ll become known as a “go to” person they’ll keep top of mind and be able to find in their rolodex. You’ll get referred to others, which will expand your circle of influence. This will build your credibility and differentiate you from all the other high pressure “it’s all about me” sales people and networkers.
Give before you get. It’s a philosophy that will help you accomplish your goals.
Sue Lehrer has more than 25 years providing business development to professional service companies including banking, accounting, law, service and staffing firms. Learn more or contact Sue here.
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