Networking Success Through Reciprocity

Networking events are increasingly becoming a forum of reciprocity. Sales people that enter a networking event or trade show looking to introduce themselves to as many people as possible and gather a fist full of business cards tend to stick out. They also find it difficult to generate business because they aren’t making any true connections to the people at the event.

At TrustPoint Management Group all of our consultants engage with local networking groups and associations. Of course, it’s a valuable business resource but also serves as a platform to engage with other local professionals to gain direct insight into the people and businesses that make up the Dallas/Ft. Worth region. To get the most out of networking events, sales professionals need to select a group that can get value from what they offer and enter networking events striving to give as much or more than they receive.

I received a notice about the 11th Annual Women in Business Awards being hosted by the Dallas Business Journal and was struck by the fact that they were highlighting the availability of a networking and tradeshow both before and after the award luncheon. With so many business events lending themselves to networking, how can sales people effectively leverage the opportunities?

Of course, every sales professional needs to have an elevator speech but it doesn’t need to be self-serving. Rather than reciting all the things you do, tell people about the problems you solve and ask if they or someone they know would benefit.

The fact of the matter is that your product or solution will not be a fit for many of the people at that moment. It’s easy to fall into the belief that you must rush through your interactions with others at a networking event hoping to find the minority of people that might buy now. However, this approach will inhibit your ability to achieve the results you want.

Rather than moving on to the next person at a rapid fire pace, look for ways to connect others to business opportunities without gain for yourself. It’s still important to act with haste, but make sure your energy is directed the correct way. When you start a conversation, quickly uncover what your audience’s desires are. If you can find a way to help, or make a promise of helping them, you’ll open a path to your own success as well.

Emerson’s law of compensation states, “If you want more, give more.” Giving is the best way to get attention at a networking event.