When we are "mass marketing," we are hoping that the message we are transmitting is getting as many individuals as possible interested in listening to us. Then we hope a few of them will actually respond to our advertising.
As you see, a lot of hope is involved! Marketing this way is mostly a numbers game.
But what about networking? Can you use the same numbers game to produce results using this form of marketing?
Unfortunately, no.
First, there isn't enough time or people to rub elbows with to find potential prospects. It might take months of networking by "casting a wide net" (pun intended) to land a good-sized fish.
Unfortunately, many salespeople network this way, instead of taking advantage of the plentiful one-on-one opportunities that are out there. So, consider "trolling deep" rather than casting wide.
When networking, it's best to find out what your prospect's situation, needs, wants, and problems are through effective questioning and listening.
The more you try to tell everyone about your products and services, your companies, etc., the less effective you'll be. You simply have no idea whether the person you're talking to wants to listen to you or not. So, after you present your information and move on, the most you can do is hope. And hope is not where you you want to be.
By engaging in a primarily one-sided conversation, you may have missed a golden opportunity to uncover the reason(s) why the person you were talking to may have wanted to listen after all.
Think how much more effective you'd be listening and asking questions than talking so much about yourself and your company
Next week, in Sales Secret #7: The Art and Science of Asking Questions.
Send any questions, comments, stories, or sales problems to dan@optimumbizdev.com, and I'll personally send you a response!
LAST WEEK'S HOMEWORK: When you went to networking functions last week, what did you notice yourself doing? Were you effective at generating interest and serious appointments?
THIS WEEK'S HOMEWORK: Go to at least one networking function this week, and this time, try to avoid telling anyone anything other than your name and company name (if you have to). Instead, just ask questions and follow up with more intelligent questions. See what comes up. I think you'll be surprised.
And let me know how you're doing out there. How have these tips been helping you?
