Imagine a situation where you're seeking a product or service--say, graphic design--and you contact a firm that handles graphic design. Perhaps you found the firm through a Google search or an ad in a magazine. (That's marketing at work.) Now imagine over the course of a one-hour conversation with the firm, the owner talks about all the things he can do for you in terms of graphic design. However, he never once asks about your company. While his list of services is impressive, by the time he asks for the sale, you find yourself having already dialed on, at least mentally. Why? Because the graphic designer skipped a crucial step between the marketing and sales process: networking.

Remember, networking is all about building relationships. And isn't that what you're supposed to be doing not only with potential customers, but also existing ones? You could have the best marketing materials and marketing plan in the world, but if you or your employees can't get out in front of customers and colleagues and make a great impression before you ask for the sale, then you may never even get a chance to sell your product or service.

Networking doesn't just happen at chamber of commerce breakfasts or BNI meetings, either. Networking happens every time you're with a potential customer or colleague. While effective marketing leads these people to you, it's networking--the way you interact with them--that eases them into a place where you can comfortably ask for the sale.

Here are some things to keep in mind when networking with prospects, colleagues, and current clients.

1. It's not all about you. Sure, you might think you need to tell the prospect the five reasons why it's beneficial to work with your company. But how's that going to work toward building a relationship? Make it about the customer. Let the customer speak about what his needs or desires are. And make sure you really listen. In our story above, it would have benefitted the graphic designer to "shut up and listen" to the prospect rather than go on and on about his company.



2. Be ready with questions. The way to show someone you're really engaged and listening is by asking follow-up questions. For example, you could ask for clarification on a point or you could ask about the prospect's business challenges. The graphic designer could have asked the prospect if she had ever outsourced to a graphic designer before and what that experience was like. Notice that the question (the second part) is an open-ended question. It requires more than a simple yes or no answer.



3. Be ready with answers. And we're not talking about answers concerning your business, specifically. Have answers regarding your industry (such as best practices) and be prepared to answer honestly if you can't help the prospect. Practice the answers to commonly asked questions, such as "how do you charge?"or "What's your return policy?"



4. Be ready with materials, when asked. Sometimes potential customers contact you when they're just in the research stage. Don't push the sale; work on building rapport. While it's certainly acceptable to offer to send the prospect more information or to point them to a specific page on your website, don't overwhelm them with info they're not asking for.



5. Listen to your mother. Mom was right when she advised us to smile and be ourselves. Even if you're on the phone, people can hear a smile in your voice (they can also hear tension). Treat every potential customer with respect and warmth. Even if the customer goes elsewhere, he or she will still be left with a positive impression of your business.

There's definitely a wooing process when it comes to courting customers. And while the duration of this wooing process differs depending on the industry, it exists across the board. Think of a company like Home Depot. When people walk into Home Depot, they could be browsing, learning how to do something, or picking up a specific item. The Home Depot employees don't make assumptions and they don't go right for the sale. Instead, they network with the customer (i.e. build a relationship) by listening to the customer, asking follow-up questions, providing answers and materials, and doing it all with a smile. This networking is essential. It's the link between marketing and sales. How strong is yours?

Precision Marketing Group helps companies make more money with their marketing. Call or email us if you are looking for practical marketing solutions, programs or advice that will move your business forward!