Furthermore, sales representatives are warned to not be fooled into thinking that just because they are “connected” to hundreds of people online that they have a real relationship with those people, let alone a relationship that would lead to any sort of actual business. Alternatively, actual in-person networking with strangers can be a very worthwhile endeavor.
Not only does it pay to practice conversational skills and the ability to empathize with total strangers, but by showing genuine interest in other people, an opportunity for locating a new target or lead may materialize organically in conversation. More often than not, however, networking events are formal, structured events.
Salespeople should avoid general networking affairs and instead focus on events that include members of a specific target market. For example, Person A has a company whose services benefit lawyers. Therefore, he attends those meetings where lawyers or those who do training at law firms are sure to be in attendance.
One of the biggest benefits to networking only within target markets is that with each attendance a person can raise their profile and be noticed. Getting noticed is also why it is suggested that it is important to not just attend, but also speak, at these events. Standing up in front of one’s target market is the best way to stand out and be remembered.
This article is based on the book "How to Be Great at the Stuff You Hate." The book summary is available online at Business Book Summaries.
