Tips to help you be successful when prospecting—
AT… AND beyond … your next networking event
By Joseph Cekauskas
Marketing Consultant & Strategist
JC Marketing Communications
Most networking events are like speed dating…or worse, singles bars. Everyone has an ulterior motive and everyone there knows what that motive IS. Next time you attend one, look around the room. Everyone is scrambling for position. Everyone is poised to strike. Yet, most people don’t know the other people in the room from “Adam.” It’s difficult and almost impossible to establish common ground because you simply don’t know the backgrounds or interests of any of the attendees. More importantly, you don’t know any of their current or most pressing issues…which means you have no idea if what you offer can help them.
Most events are “free-for-alls.” Meaning, the person in charge of the gathering does NOT facilitate interaction “between” the attendees. As a result, the mingling is “hit” or “miss.” Most of us can’t judge “who a person is…what they do…or what they need simply by looking at them.” Consequently, you waste valuable time talking to sources you may not have much in common with. Want to be a hero with your local Chamber? Suggest they appoint a figurehead or moderator who knows all about the attendees and their products and services. Ask this figurehead/moderator to pre-qualify all of the visitors and put you together upon arrival.
Most Chamber of Commerce events occur too infrequently to build much rapport between all attendees. Even if you “hit it off” with someone, unless there’s an immediate need or reason to keep in touch, you don’t. It’s extremely difficult to keep the momentum going when you only see someone once a month. Statistics show that as a result, membership to these events fluctuate wildly. Thus, attendees to these events drift from group to group. Oftentimes, you don’t see the same people twice in a row at any of these events. “Leads and referral” groups do offer more continuity because they meet more often than once a month. The members also attend more frequently, but you still have the same issues because many communicate with the group ONLY at the meeting. For nearly all of us, it’s almost impossible to get to know anyone one-hour-at-a-time. It’s hard to get the feel of how a fellow member operates, what their values are…and what their ethical standards are. In addition, most people who attend these gatherings are either just starting out or struggling in their business. They are in a position to SELL…not BUY. And they don’t have much to offer in terms of networks of their own. Importantly, they might not have a proven “track record” in their particular field. Last, but not least—most established Chamber of Commerce’s, B&I or Tip Groups have internal networks that are hard to break into.
So what can you do to overcome
these obstacles and increase
your prospecting success?
If you’re reading my blog, you’ve come to the right place. You’re ready to hear time-tested strategies that will put you on a path to being a networking “phenom.” Okay, you’ve waded through my intro long enough. Lets begin. Most people are what we call “dull/normal” types and just don’t know how the networking game is played. These folks don’t understand the GOLDEN RULE OF NETWORKING. You MUST give, give, give and give some more…without the expectation of ever receiving anything directly in return. Most salespeople or entrepreneurs simply don’t understand that you must bring more to the table than your core products or services if you want your sales to prosper in this century. What do I mean by bringing something more to the table than your core products or services? You must understand that your prospects have other issues going on in their lives besides that which is associated to YOU and YOUR products/services. I’m simply stating the obvious but we all need reminders. Prospects have external needs, wants and desires that have nothing to do with what you and your business has to offer. These are everyday life needs and wants—you must understand it’s these problems that will determine whether they will listen to YOU and see if your service is worthy or not.
Here’s how our blog can help. We recommend you identify the problems or desires that others have and try to help solve those issues without charging them for your time and effort. This concept of “giving without receiving” is a hard pill to swallow for most. Most “dull/normals” are “inner-focused” and are concerned with their needs above all others. We have a prior blog entitled “Is using a “YOU-focused” marketing message hurting your business?” Once you’ve read this blog—please go visit that one.
Back to the task at hand. These “inner-focused” salespeople want “immediate” or “near-term” payment for their efforts. Most are “emotionally stingy” when it comes to giving of their time. These “dull/normals” don’t like spending energy and time if they don’t get anything in return up front. To be successful, please open your mind to being a “giver.” It’s a statistically proven technique and if you employ it, you’ll be well on your way to being a “NETWORKING PHENOM.”
In an effort to understand how it all matters, let’s first talk about targeting…niching…and focusing. With few exceptions, most salespeople or entrepreneurs feel everyone is a GOOD candidate for their products or services. Consequently, many take the “shotgun” approach” to prospecting. As a result, their customers are all over the board in terms of backgrounds and interests. Studies show that if your client base is too diverse, you lose the ability to leverage “good will” that you can utilize in a particular niche. We advise you identify one-to-three niches that you want to focus on to avoid being “a master of the ones.” Incidentally, this name was penned by my colleague, and it’s self explanatory. We encourage you to make a sincere commitment by learning as much about the problems and challenges of your prospect, regardless if these are related to your core products and services. Why you ask? The more problems you can solve directly or indirectly, the less obstacles will be in the way when your niche market is ready to buy your core product/service. AND best of all—the more problems you can continually solve, the less likely your target market will stray to a competitor. Today, it’s not enough that your core product/service performs well for the client. You must go above and beyond to provide additional benefits for people at NO ADDITIONAL CHARGE if you want to immunize your client from the competition. We suggest you make it a habit to always be on the lookout for resources who can help you to help solve the problems of your customers. The niche you want to sell to: successful, affluent people—crave attention. Yet, hardly anyone gives it to them. Especially suppliers, vendors and advisers…or salespeople who are prospecting them. If you take this approach, you’ll BE UNIQUE and provide the attention prospects desire. As a result, this audience will give you the wealth you so covet.
Let’s recap: always make it a discipline/habit to ask your prospects about the problems and needs they have outside of their business. Then, help them to find solutions to those issues at NO CHARGE. The fewer non-business related issues your prospects have in their lives, the more likely they will be positioned to NEED your product or service. Implement this and you’ll be well on your way to being a “NETWORKING PHENOM.”
Allow me to share another secret of becoming a “NETWORKING PHENOM.” The goal to being surrounded by highly profitable clients and the essence to attracting qualified prospects, the key to being the envy of friends and associates is what we call “positive persistence.” “Positive persistence” is the means to immunize yourself from the obstacles of daily life. Particularly from those prospects that don’t return calls. You know the ones who break appointments and don’t seem to respond to YOU…or don’t understand your sales presentations. When I speak about “positive persistence,” it is the discipline(s) you need to have with prospects that don’t know you…nor do you have an existing rapport. Let me remind you, this advice is intended for a new prospect—those who don’t know you. “Positive persistence” will help you to raise the level of interest and get your prospect to open up and listen to your initial presentation…AND it will help get YOU that first appointment so you can “WOW” them. One more thing: “positive persistence” is not a license to “hound” a prospect who has no interest or desire in your product/service.
There are two ways nearly 96 percent of salespeople deal with prospects. Hopefully, you’ll be in the four percentile which, is good. If you want to be in the 96 percentile, the first is to “GIVE UP…move on and go to someone who is interested in what you have to offer.” THIS IS THE MOST COMMON STRATEGY. IT’S EASY…AND IT’S SAFE. If you want to stay on course and be a “NETWORKING PHENOM,” don’t be one of those salespeople who are guilty of subliminally “adding up” the time and energy in their heads…and then totaling how much they calculated was “wasted.” Keep subscribing to this “adding-it-up” mentality and unfortunately, you’ll soon learn you won’t do much business. This 96 percentile gives up too soon—they “NEXT” any prospect that doesn’t display high interest in their product/service. The mistake you must avoid is to NOT filter prospects based on their initial level of interest. You should never presume that someone (your prospect) who hardly knows you will inherently be excited about your product or service. Although it is possible, expecting high interest is unreasonable and unrealistic. YES, there will be instances when the “timing” is right, just don’t bank on it. Recapping, if your networking strategy is based upon sorting prospects by an immediate-interest level rating system, you’re placing your sales future in the hands of fate. Being a “NETWORK PHENOM” is about developing a prospect with a “low” or “medium” need and converting them into a life-long relationship. Quick reminder: when pursuing these prospects—be careful NOT to come off as desperate. Instead, pursue your prospect in such a manner that you are confident, firm and charismatic. The second and best way to deal with your prospect is what we spoke about before—“positive persistence.”
Six major characteristics of
“Positive Persistence” and
how it can help you
1) NEVER get upset and stay in control of emotions. Don’t get discouraged if an appointment is broken or your calls aren’t returned. Tough? I know it is. I was raised by an Italian-American mom whose eleventh commandment was “Though shall not be late.” This was closely followed by commandment number twelve: “never break a promise.” So, I’ve had to rewire myself to expect that annoyances will occur and know that people can be flaky. Many are moody, illogical and inconsistent. This is evident when prospects show “low” to “moderate” levels of interest. Don’t expect consistent positive behavior until you get to really know a prospect and develop rapport. It’s your goal and mission to provide a prospect with reasons to want to work with you. And this takes time and energy.
2) nut aside your ego. Some salespeople are too worried about being taken advantage of or being made a fool of. Don’t be afraid of being used, rejected or failure. The actions of a few flaky people, or bad experience shouldn’t change you from continuing to employ “positive persistence.” A foundation of “high self-esteem” is what will help you be successful. Learn to enjoy the challenge of “peaking” a prospects interest and converting that into a sale.
3) Don’t be lazy. Many times we are, especially if we have to work a little harder to “peak” the interest of our prospect. Be prepared to call your prospect again and again until you can get an appointment or a definite “NO.” And always have backup plans. Simply stated, have lots of “irons in the fire” so these extraneous things don’t add up and make you crazy. Ignore all the drama and confusing signals in an effort to focus on the positive that will help you to reach your goal. “Anything worth having, is worth working for.”
4) Have options. The best way to control your emotions is to pursue several prospects simultaneously. Realize that circumstances don’t always work out—so, have options available to you at all times. Specifically, if you had many appointments, how likely are you to get upset if one cancels? You’d probably be relieved and you’d move immediately to the next one. You’re not overconfident, but rather you’re realistic and smart enough to NOT put “all of your eggs in one basket.”
5) Accept “games and tests” of some prospects. Sometimes a prospect has many options or solutions available to him/her, so don’t assume they’re bad or insensitive people. Assume they have other sources competing for their attention and they’ve had to come up with “tests” to disqualify/filter you. In many cases, it’s a way for them to see how much better you are versus the competition. Either way it’s not personal…it’s a filter.
6) Know you are “unique and special.” The basis of this statement is to get you to understand that you will be the best person your prospect will ever meet. You know deep down that if a prospect will give you a small block of their time, you will blow them away.
Here at JC Marketing Communications (JCMC), we are an asset to clients because we’re multi-dimensional thinkers. This is not a fancy buzz word, instead, it is a methodology that has been proven valuable to our business services. This pays terrific dividends for our clients. How? It’s essential to producing effective benefit laden, CONTENT-DRIVEN marketing materials that include measurable, trackable strategies. In addition, multi-dimensional thinking allows us to produce solutions for clients beyond cyberspace, booth space, ink on paper, PR, etc. If you desire solutions that can launch your business toward accelerated growth, larger market share, higher profits AND you want marketing materials that will blow away the competition—call JCMC while the thought is fresh in your mind—860.621.8866.
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