Q: When is selling not selling?
A: When itโs networking!
Remote networking sessions on Zoom, LinkedIn™ or other social media platforms, have become the โnew normalโ since March 2020.
Thereโs a very marked difference between direct selling and networking. Networking also sits in our portfolio of sales training courses and the end goals of both are sales, and ultimately business on the books. But the means to the end are a longer, more nuanced game.
Networking is also referred to as relationship building / marketing. Suggesting that itโs not selling at all. But a channel for letting people know about what you have to sell / offer.
Launch into full blown sales pitch at your peril! A pushy, one-sided performance will instantly switch people off and, have them avoiding you like the plague in future.
So, whatโs the point of remote networking?
The Purpose
- Weโre four times more likely to buy from a new supplier whoโs been referred by somebody we know.
- Referred clients have a 16% higher lifetime value.
- 84% of buying processes start with a referral.
(Charlie Lawson, The Unnatural Networker)
These stats highlight that the key to networking is looking beyond your fellow networkers as direct bullseyes. Yes, you can scoop up immediate direct business occasionally, but not usually.
Instead, think about establishing, and nurturing, your own network of โbusiness matesโ, try building a network with powerful referral potential. BUT, only powerful when youโve established three crucial elements with them โ
- KNOW YOU
- LIKE YOU
- TRUST YOU
Thinking in these terms pulls you back from just honing in on potential prospects. It doesnโt matter if there isnโt immediate or foreseeable business with people, because itโs not just about whoโs in your network, itโs about who those people in your network know, and have in their wider network.
The โPitchโ
Understanding the purpose of remote networking helps you deliver a much more effective and fit for purpose pitch.
You usually have 30 seconds to a minute to deliver your pitch. So, keep it short, sweet, and succinct to make it count.
Rememberโฆ Features tell. Benefits sell.
So, donโt be a bore. Nobodyโs interested in the finer details โ yet. Nobody wants to hear a long list about a product or a service.
Focus on โ
- What you do to help them. (remember they are thinking – whatโs in it for me)
- Who you help, e.g. your ideal client persona or other clients they may know.
- How you help them โ ROI (return on investment)
Building rapport is also vitally important and should not be forgotten.
Remember people need to KNOW and LIKE you and they canโt do this if you are just pitching โat themโ.
Good rapport skills and a solid 30 second what you can do for them, is a great starting point.
The Pursuit
If you know you wonโt have time to follow up with the people you meet, donโt bother attending a remote networking session.
Youโll have wasted the investment of your time and money.
And, further to that, itโs a poor reflection on yourself as a professional and, consequently, on your business. Because nobody wants to do business with people who donโt do what they say theyโre going to do. Thatโs Sales 101!
In our virtual sales training courses focusing on networking, youโll take on a deeper dive in to the power of networking (remote and otherwise) and referrals. Remote networking should be an evolving referral channel – one which you shouldnโt underestimate.
