People often complain to me that they feel frustrated with their networking efforts. In probing further, I generally figure out that the problem is not that they aren’t attending networking events, but it’s that they are attending them at random, exchanging business cards with everyone they meet and then perplexed when nothing happens. I call these folks “serial networkers”. They confuse a lot of activity with effectiveness and they are not the same thing! Based on 30+ years of selling experience, I can tell you that most people haven’t learned a system for building a network that when worked in a consistent way produces results.

The trick is to think about networking as a process – a journey – rather than an event. Whether you are building a business or looking to secure that next big promotion, the quality and strength of your net is critical. Oh, and by the way, even when you have a job or business is good – you must NEVER stop putting focus on building your network. Do so at your own peril! The time to build a network is not when you need it most – like when you’ve just lost your job.

Ok, so are you noticing a theme here? The process of net building contains several core elements, such as writing down your goals, using a tracking mechanism, choosing activities that match your goals and getting out there on a consistent basis. Think about what you want to accomplish and focus your efforts accordingly. For you, it could be a mix of phone calls, attending events or making contributions on social media sites (yes, it can definitely lead to business!) As you consider your net building activities, think about where your potential client is most likely to be. Simple as it sounds – go there!

Once you have clarified what you want to accomplish, it is time to put a few simple practical steps into place and watch your networking attitude and efforts improve.

• Write down your goals
• Develop a mix of activities and then wisely choose where to place your focus
• Create a database to track your network
• Map your network – determine A, B, C contacts (it will help with scheduling how often you contact them)
• Pay it Forward – make it your goal to COLLECT business cards – not just hand yours out!
• Block time weekly to focus on building the strength of your network

Building strong relationships is the key to closing sales. This one simple truth is the timeless secret to long-term success, so take your networking efforts seriously – get going and start building that powerhouse network today!

In order to sell your product or service, you need to keep in mind that it is all about filling a need. When you meet someone for the first time, you have no idea what they need or want and you will get yourself in trouble if you assume that you. Rather than spitting out a sales pitch that is focused on you and not on your prospect, your goal is to gather information by asking great questions. You want to get to know as much as you can about your potential customer. That takes time and it’s worth it, because successful sales and marketing is the result of building great relationships.

A sale is a process NOT a onetime event! Don’t be one of those people who naively believe that you will meet someone who has an interest in what you are offering and think that after just one meeting the deal is done. I wish! It is important for you to be realistic and recognize that on average it will take 7-8 touches to close your sale depending on the complexity of what you have to offer.

A touch can be defined in a number of ways…phone call, face-to-face meeting, email, etc. Your goal after meeting someone is to find ways to connect with your prospective client in ways that add value to them. This is a sure fire way for building your credibility and the relationship.

Here are just a few ways to reach out and “touch” your prospect:

• Send them an article that pertains to their industry or to a business challenge they are facing with a personal note care from you.
• Make a virtual introduction to someone who would be a good client for them.
• Invite them to attend a networking event with you as your guest.
• Offer to interview them for an article you are writing or connect them with a press contact that can get their company some publicity.

Finally, have a plan for what you want to achieve with your sales and marketing efforts. One of my all time favorite guru’s Napoleon Hill said it best when he said that achieving what we want depends on these things:

• Have a definite purpose.
• Back that purpose with a plan.
• Support that plan with intelligent action.

As he was to discover in doing his research for Think and Grow rich, the 2% of the population that is widely rich and successful all had a clearly defined purpose.

You’ve been there. At a networking function someone asks you what your company does, and you freeze like a deer in the headlights. You haven’t thought it through so what might roll off your tongue is a lengthy speech that says absolutely nothing. Worse yet, you might default to spitting out a feature/benefit dump that also does nothing, except perhaps turn off your potential client! Later, you cringe at the memory and beat yourself up for not doing better.

Learn to tell your story.

Here’s the real deal when it comes to marketing and selling your products and services. Your potential customers do not care about the process of how you get things done. Nor do they really care about the technical details. What they care about is the actual RESULT they receive when they buy from you.

Let’s say you sell SEO (Search Engine Optimization) services. The worst thing you can do is spend a lot of time droning on and on about the technical bits and bytes related to your service. What you want to do is hook them with something compelling that causes them to want to know more. You must tell them what’s in it for them if they buy from you. For example you might say, “We guarantee that our services will bring thousands of buying customers to your internet door each month.” Now if I’m talking to you and you tell me you can bring buying customers right to my doorstep and you guarantee it – you have definitely got my attention. So that’s the key. You want to get your prospect engaged and thinking…hum, I can certainly use more clients. Now they are wondering how you do that and more importantly they are wondering if you can prove it.

To be successful with your sales and marketing efforts, you need to determine the one compelling reason your target client would want to buy from you. That’s what you focus on whether you are talking to them in person or providing information to them in writing.

Here are a few more examples to help you:

• I help your company sell more, more often. More revenue, more of the time. That’s my promise!
• Coaching clients who work with me earn 3 times more than their colleagues. I can help you be a top earner in your industry with 6 months.
• Our graduates are 2 times more likely than their peers to earn 20% more income in their first year as a business professional.
• Readers tell us that when they advertise with us people call about their services.

Remember, find the hook. Take the time to think about what you are selling from your prospect’s point of view. What do they care about? What problem can you help them solve? What challenges do they face? Once you can answer these questions, you focus your message on “what’s in it for them” – the results you deliver.

So, stop talking about you and focus on what your prospect wants and needs to more effectively capture their attention. That’s the first critical step to getting them to buy from you and not someone else.