I’ve noticed that entrepreneurs in business networking groups have a tendency to “sell” to others in the group. Educating your network about the type of referrals you want is much more important to your networking efforts. This demands a shift in how you see your networking partners. They are not the clients! They are, in effect, your sales force! In order for any sales force to get out there and sell you effectively, they have to know who to sell or refer you to and how to sell or refer you.
When people join a networking group they tend to focus on convincing people in that group to try their product or service. They show them all the finer points of what is available and attempt to close the deal with their networking partners.
I don’t disagree that in order for the members of your networking group to refer you effectively, they must be familiar with what you have to offer; however, when you are in front of them, it’s important to resist the urge to sell to them!
Below are four tips for incorporating what I call the “3+1 Process of Networking” with your referral partners:
1. Does “anybody” know “somebody”?
I often hear members of networking groups say things like “anyone who needs…” or “everyone who is looking for…” Usually, when I hear anyone or everyone, I tune out, because I know so many “anyones” and “everyones,” that I end up referring no one. This is an interesting dynamic, but I think it has a lot to do with information overload. Using a catch phrase that is so broad and generic will limit the effectiveness of the results you will get.
2. Break your business down into keywords or concepts.
…