The Benefits of Networking

Monday, September 11 2023

Joe O’Neill – When engaging with clients and prospects, many successful salespeople quickly point to the benefits of networking. But some salespeople do not see the advantage, as social media in the sales process has led to a false sense that you don’t need to network anymore.

The Benefits of Networking

If you rely solely on social media and do not engage in face-to-face selling, you are probably missing opportunities to have influence, which may be the difference in meeting your sales target. The rise in remote work might tempt us to sell from our desk, but we are missing the benefits of networking in person.

We have observed that salespeople avoid networking primarily because they don’t know what to do when they are introduced to a stranger and thus, can’t unearth the benefits.

Here are a few helpful hints that will make networking beneficial, interesting, and fun:

  • Always have business cards or an e-card.
  • Get yourself in the right frame of mind, then focus on attitude.
  • Always be positive about the benefits of what you sell.
  • Be dressed and groomed appropriately for the event.
  • Introduce yourself and ask for the prospect’s name.
  • If you are unsure how to pronounce their name, ask.
  • When describing what you do, frame it in benefits you deliver to your clients.
  • Ask open-ended questions that generate valuable information.
  • Be interested by looking interested, then be sure you are an empathetic listener.
  • Avoid the temptation to sell, because this is probably the wrong place.
  • Don’t get too physically close to the prospect.
  • Be a bit cautious about shaking hands. Follow their lead.
  • Watch your language because using profanity or other inappropriate words can backfire.
  • Avoid religion, politics, or any other current controversial subject.

Most Important

Realize that the conversation is not about you, but rather, it’s about them. If they approach their interaction with you the same way, (hey, they’re networking too!), respond accordingly.
Be confident, display a positive attitude and answer any question they may have in the context of how what you sell benefits your clients/customers. According to Malcolm Gladwell, in his book Blink, the first impression you leave can register in the prospect’s subconscious in milliseconds.

High risk, maybe, however high reward, definitely. If you execute effectively, the real benefit to you, is that you have laid the foundation for a mutually beneficial relationship, and you’ll feel good about doing it.

For ideas on how to be a better networker, contact TAC. Follow TAC on any of these platforms:


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