Success Through Referrals

STOP Selling and Begin Networking!

As humans we love to buy things.  We LOVE it!  We all have a list in our heads of all of the things we want to buy.  However, we HATE to be sold to.  Anytime we feel like we are being sold to, or are about to be sold to, we shut down.  We start thinking of all of the reasons we don’t need a product or service, even if we are the best candidates in the world for it. We will even lie to try and avoid being sold.

As humans we love to buy things.  We LOVE it!  We all have a list in our heads of all of the things we want to buy.  However, we HATE to be sold to.  Anytime we feel like we are being sold to, or are about to be sold to, we shut down.  We start thinking of all of the reasons we don’t need a product or service, even if we are the best candidates in the world for it. We will even lie to try and avoid being sold.  

OK, so why is this important for us to realize when networking? 

It is vital to our success to know how to stop selling and start networking.  This is a very difficult thing for most sales professionals and business owners to do.  Every minute of our day we are selling, and now we need to take a different approach?  Simply put: Yes!

Our goal in networking is to gain referrals for our business.  Building our business by referrals is about selling THROUGH people, not to them.  This is a skill that we need to work on because otherwise we are turning people off.   If we are selling while at a networking event, the people we are talking to will be so busy thinking about why they don’t need our product or service that it becomes impossible for them to think about who might.  They are so busy not becoming a customer of ours that they will not be able to find us any others.

As we discuss in this video we need to be able to make a switch, from our approach with a potential customer, to our approach with a potential referral partner.  We need to focus on building a relationship with this person that will produce many potential customers.  Here are some tips to help make that switch:

  1. Go into the event with the mindset of relationship building.  Relationships take time to develop, so don’t go in for the business right away.
  2. Avoid saying the word, “you” as in: Did YOU know, have YOU ever looked at, when was the last time YOU considered, this is what I can do for YOU, a good referral for me is YOU, etc.  When we say “YOU” we have put the focus on the person we are talking to and they begin to shut down.
  3. Focus on how you can help them before how they can help you.
  4. Go in with goals.  How many people do you want to meet? How are you going to follow up with them?  How are you going to cultivate that relationship?

If we walk into a networking event and immediately think “look at all the potential customers in this room!” We will not get referrals.  Stop selling and start networking.  Stop focusing on the immediate sale and begin to develop relationships that will produce continues referrals.