Effective networking events

Do your salespeople network effectively? You know they are attending events because you are reimbursing them for the lunches and dinners they attend, but is their networking effective? Is their networking turning into revenue?

Coach your salespeople to get business from networking. Help them do the following.

1. Figure out the best places to meet potential customers. This may mean experimenting a bit and thinking outside the box. Your best prospects are not always where you think they are. Have your salespeople make a list of networking events they attend on a regular basis. Together analyze how much business they have gotten from each and determine if they should continue attending.

2. Set goals for each networking event. What do you want to accomplish at the event? What would you like to come away with?

3. Dress for success. Wear something comfortable that makes you feel like a million bucks. A nice logo shirt with nice slacks or a skirt is appropriate most of the time. A dress or suit may be appropriate for some events. Don't overlook this important detail. Always wear your company name tag.

4. Attend new events with a member who will introduce you. If you don't know any members, call the president of the organization and let him know that you'd like to attend as someone's guest. Call that person in advance and ask him to introduce you to the members at the event. Is there someone who will be attending you have been trying to meet? Ask specifically to be introduced to that person.

5. If you've been there before, make it a point to meet all of the people in the room that you don't know. Don't forget to say "hi" to those you do, but keep moving. If you bring a guest, it gives you a reason to talk to everyone as you do the introductions. If you are finding it hard to break away from those you know you can say something like, "I don't mean to rush off but I want to introduce my guest to a few more people before the speaker starts" or "Great talking to you, there are a few other people I need to see today. Enjoy the event."

6. Have plenty of business cards with you. Should I have to mention this? The answer is yes. I can't tell you how many times I've been at networking events and asked someone for their card and can't believe my ears when they say, "I didn't bring any," or "I am out." Always have plenty of cards handy. Keep extras in your car, briefcase, purse, pockets and anywhere else you can think of.

7. Be prepared with a great answer to "What do you do?" Stating the name of your company and your title is not enough. You need to say something that helps people understand what you do and that will catch their interest.

Instead of "Hi, I am Ben from ABC Bank, I am a business banker" say something like, " Hi, I am Ben from ABC Bank, I make it easy for small businesses to do their banking." Have your salespeople prepare a 30 second answer to "What do you do?" Have them say it out loud several times.

8. When you approach someone, always make conversation by asking questions about their business. Don't pitch your business. Don't even mention your business unless you are asked. If asked, give them your 30-second answer and then talk about the results your customers receive in a short success story. Rehearse, not so that it sounds scripted but so that it sounds great.

Here is an example of a short success story.

"I recently worked with a company that had a great product but couldn't get the sales they needed to make a profit. After interviewing their salespeople I put together a training course that gave their salespeople the skills they needed and within three weeks their sales increased by 20 percent."

Have your salespeople write down several success stories they can use. Make sure they are short, to the point and engaging.

9. Be sure and ask for what you want. At the end of your success story, if you still have a captive audience, be sure and tell them the type of business you are looking for.

"I am looking for small and midsize companies that want to increase their sales and have a budget for sales training. If you know the CEOs of any companies like that I would love the opportunity to talk with them and learn about what they are trying to accomplish."

If they have referrals for you right there be prepared to write them down and ask for a direct introduction in person or by phone or email. If not, let them know that you will get back to them at a later date to see if they have run across any. Then ask them what kind of referrals they want.

10. Follow up. If you say, "Let's get together for coffee or lunch," then make that happen. It shouldn't be something you just say to make conversation. You can call or email after the event to set it up. Be sure to send a "nice to meet you note" by mail or e-mail and anything else you promised to send. If they are not a potential customer ask them to introduce you to those they know who may be and refer people to them that may be their potential clients. If they are potential customers, learn as much as you can about their business and possible ways you might help them.

Everyone can learn to network. Salespeople need to become expert at it. Try and get everyone in your company to network. A great way to get started is to have the salespeople bring an employee with them to every networking event they attend.

Be sure your company has a networking strategy. Choose carefully the events your employees attend and follow the 10 steps above to turn all the time, money and effort spent networking into business.

Alice R. Heiman is president of Reno-based ARH Consulting, LLC, a sales training organization.