The master skill in business

Every successful salesperson and business owner will tell you the same thing.  Over time, the majority of your business will come from relationships made through networking— a master skill in business. And yet most people have never been taught how to do it effectively.
 
People who are good at this are the people who attract good quality leads.  They are the people who others want to meet.  They are the people who get calls after events from others who are looking for help. People who are bad at this are the people who, on the drive back from the event, are wondering why they are wasting their time attending events like this. 

When I say networking, this could mean going to events organised by the likes of the British Networking Institute or your local chamber of commerce. It could also be attending an event in your target market where you have the opportunity to meet potential new prospects or suppliers—such as the annual British Association of Printing and Communication (BAPC) conference.  Or it could just be a local business day at a golf club where you could make useful contacts.

Shy and self conscious

Some companies are seeing major financial gains from a pro-active approach to networking

The reality is that most of us can be a little shy and self-conscious. This is especially true when we are in a room of people we do not know.  When I started out in sales, I was painfully shy and would actively avoid situations and decline invitations to places where I had to network, even though I knew it was hurting my sales and commissions.   

The experience of feeling self-conscious comes about because we have not got the skills to engage people we have never met before.  In my determination to overcome this limitation, I read and studied 14 books on networking and referrals. And I summarised the best of what I discovered into a system of ten simple and highly effective questions.  When you master those ten questions, you will be given far more leads than you are currently collecting:

• What is it you do?

• What do you like most about what you do?

• How did you get into that line of business?

• How do you differentiate yourself from your competitors?

• What is the next big trend in that business?

• What is the most successful thing you do to promote your business?

• What brings you to today’s event?

• How would I know what a good prospect looked like for you? This question is profoundly important.  Notice that you are not asking them to get you leads.  You are finding out what you can do to get them leads.  This is the art of giving in order to get.  Most people will be smart enough to know they need to ask you the same question.

• I have enjoyed meeting you, why don’t we keep in touch? Most of your competition will be too lazy to keep in touch.  If you want to stand out, make contact within 24 hours of the event.  Send a personal note card.  It doesn't need to be long, but it does need to be personal.

Of course, the real art of asking great questions, is listening deeply to the answers. It cannot appear to be just a technique. You actually have to be interested in the other person”

In order to keep the other person talking and expanding on their answers, use these phrases;

• Tell me more. That’s interesting. Expand on that.

The 21-day challenge

Now, here is your challenge.  Tear out this article and keep it with you.  Make a commitment to use at least one question a day, for the next 21 days.  You can use them with clients, prospects, at networking events, in your social circle, at the gym or golf club.
 
If you are serious about developing new business leads, then you also need to be serious about developing your skills.  And that means you need to practice.

I would be very curious to hear how you get on, so e-mail me at nick@theprintcoach.com and let me know about your results.

I will shortly be hosting a new webinar called 'Predictably Profitable'.  On this webinar you will learn what profit leaders are doing in 2013 to generate new sales and protect their profit margins.  Register here