Networking is Not Selling

Networking is not actually about selling. I know many people think it is. And I don’t blame them. Many people treat it that way. Networking is really about conversations. Conversations that can lead to connections and business relationships. So in one respect people who think networking is about sales, are not completely wrong. However, they’re not completely right either.

Here’s what I mean...

Networking has an interesting place in the business process. It's not really marketing, though it's part of your marketing process. It's not really selling but it's part of your selling process. So it sits in this strange middle ground between marketing and sales. But because networking isa bout relationships it can also be an important part of your customer retention and long-term business strategy too. I say all this to point out that far too many people tend to oversimplify the idea of professional networking, especially when we’re talking about face-to-face conversation based networking.

Networking presents opportunities to meet new people who might become customers. It is also an opportunity to connect with people who might know others who could become your customers. At the same time it is an opportunity to reconnect with existing customers or to stay connected to your referral partners.

The multifaceted nature of networking can make learning how to network confusing… but it is also what makes it so powerful. I think this is why many people don’t network as effectively as they could… they are confused. Which aspect of networking are you supposed to focus on? What are you really doing when you're out meeting people at events, meetings, conferences, or just out at your favorite restaurant for lunch.

The reality is, you’re doing all of the above.

This is the truth about networking that I stumbled upon a few years ago when I began working on the very first Pitch for Success training workshop. It occurred to me then that you can't prepare for just one aspects of networking without giving up the others. To make networking really work you have to prepare for all three simultaneously.

What I discovered was that if you understand the process of networking thoroughly you can prepare yourself for all three aspects simultaneously.

You see, once you understand the process we all go through as we meet people, find connections, and form relationships, you can figure out what needs to be done at each stage for each aspect. Once you define the skills you need for each you can learn how to be good at them all. By breaking it down you can track what you need to do with each person you talk to based on who they are, where you are, and what the nature of your relationship is with each person. While it is simple in concept, it’s not so easy that you can ‘wing it’ when you network… as many people try to do.

To make this idea work you have to jettison certain old-school ideas about networking. The elevator speech is an interesting idea, but it's not sufficient as a conversation opener in all three of the situations I described. What is appropriate for one person and one situation may not be appropriate for another person in a different situation or even for a different person in the same situation. The key is to perfect the art of appropriate conversations in a business setting. Mastering the right skills enables you to converse naturally and intentionally with each person based on the context of your interaction. That means you become more effective at everything.

Since business is all about people and relationships becoming a better communicator when you network allows you to increase the effectiveness of your communication. This creates stronger bonds and connections with people you meet and people you already know. That helps you spread your message more effectively. It means people will be interested in talking to you. That helps you find out who needs your products and what services they want or need. That helps you uncover opportunities, projects or deals that are happening that you should be involved in. It tells you what people are thinking and what they want. Conversations are a gold mine of information to help you sell more effectively once you're in the selling conversation. Networking is your doorway to all of that information.

This is why becoming proficient and comfortable at face-to-face networking is the linchpin of building a business and growing your sales… even in the 21st century. While social media technology has sped up the process and given us more opportunities to interact, knowing how to have conversations that engage, inform and intrigue are still as important as they have ever been.

Leave a comment below and tell me what you think.

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