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Effective Sales Prospecting is a Mindset, Not an Event

Today, we begin the process of differentiating between networking and sales prospecting. Many sales people confuse the two but the differences are important and relevant.

Networking, in the context of this blog, is in-person interaction typically experienced at business gatherings sponsored by local Chambers of Commerce, trade associations and business referral forums. In this setting, the goal is to assemble professionals to meet in non-intimidating settings where introductions are made and business cards freely exchanged.

Think of networking as a source of prospects. Attending multiple networking events monthly typically generates bundles of business cards.  So, it is important to already have a proven successful sales prospecting system in place. An effective system entails several steps which when correctly applied can net one an abundance of customers from these business cards.

While Sales Prospecting is a more assertive, individual activity where the end-goal is to qualify a suspect’s decision-making authority, ability to pay and urgent, recognized need for a product or service, it can be fine-tuned and polished to eliminate any notion of cold-calling. The 2 step process begins with: 1] A personalized direct mailing to set the stage for an expected, timely; 2] Qualifying phone call. If you are willing practice, rehearse and internalize this process it will become a second-nature mindset as a result of your disciplined, habitual application.

While many consider networking to be an event, Dr. Ivan Misner, founder and CEO of BNI (Business Network International, www.bni.com), the world’s largest referral networking organization with 130,000 members worldwide; would disagree. Networking is a lifestyle, not an event. It is a way of being, not an occasional occurrence.

Picture the poor sales person who religiously attends all networking events but fails to follow up in a timely manner.  You know her.  She is quick to show you her business card booty file hoarded in plastic sleeves; yet, sadly, no sales were transacted to justify her effort!

I praise those who leverage their networking skills and who possess the sales prospecting mindset and discipline to convert weekly networking contacts into serious prospects and eventually raving customers. These are my heroes!

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