Reading is a way of life for me. I read over 40 books last year and read blogs from at least 20 different authors on a regular basis. Sometimes I even read things by people I do not agree with to keep my own arguments sharp. Which is how I ran across the blog, “Networking for Results.”
You see, Doyle Slayton, founder of Sales Blogcast loves cold calling. “Don’t get me wrong, I’ve met a lot of nice people and built some good friendships at networking events, but when I’m looking for results… when I’m looking to exceed quota… I get on the phone! Cold calling and pipeline management… that’s the key to sales success!” said Slayton.
He is right, for him. For many people, building relationships is key to sales success. Most networkers fall back to ineffective arguments when faced with impatient sales managers. They say things like, “I hate cold calling,” or “I think the phone might bite me” when pressured to cold call. With the advent of Do Not Call lists and other measures, what is a sales professional to do?
Answer; follow Seth Godin’s advice! In his book Meatball Sundae, the master marketer talks about the interruption method of marketing as a dying beast. Billboards, newspapers ads and television commercials no longer hold the sway they once did. With the advent of social media, what is beginning to work is building relationships with potential customers.
How does that relate to the average salesperson? In a sales environment, cold calling is akin to interruption marketing, so you need to build relationships with potential customers if you want to survive!
Slayton does say in his blog that he will keep an open mind, IF someone can give him a step-by-step process for building relationships. Here it is:
1. Be truly interested in other people. This means that you have to listen much more than you talk when you are first meeting people. No more formulating your next thought while the other person is talking or you could be missing something critical to building a quality relationship.
2. Be willing to give without expecting to gain. With your sharply honed listening skills, you will come to learn different ways you can help people. It might be volunteering to help with their favorite community benefit organizations. It could be making an introduction they need to build their business. It could be just listening. Just leave the scorecard at home.
3. Be patient. This is a long-term strategy. Building trust in a relationship takes time. You can build trust more quickly by being impeccable in everything you say and do. Just remember that trust takes time!
This is just the beginning. Building relationships is a long-term strategy. Networking is not a get-rich-quick scheme, but it can be a profitable and fulfilling way to build your business. For evidence and advise on relationship building, review the legacy of Dale Carnegie. Mr. Carnegie was one of the best relationship builders America has ever known. Although he passed away over 50 years ago, his courses in relationship building are still being taught all around the world.
Get Nspired!
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