Many people confuse direct selling with networking. They show up at a networking event wanting to make a sale. However, nobody attends a networking event hoping to buy something. In this video, I share a story about the Networking Disconnect.
This video is part of my Master Class from the BNI® 2021 Global Convention.
Networking is NOT Cold Calling
Unfortunately, people still use networking events as a face-to-face cold calling opportunity. They meet someone new and immediately go into sales mode. They want you to do business with them without asking any questions about you, your business, your interests, or your needs. Understandably, the people who have experienced that type of interaction at an event say that they dislike networking.
However, business networking done right can be enjoyable AND profitable. Master networkers know that networking is more about farming than it is about hunting. It is all about developing relationships with other professionals. They know that networking events are about moving through the VCP Process®, not about closing deals. They attend events to increase their visibility or to establish credibility with people they know. Sometimes they meet with a long-time referral partner to continue their profitable business relationship.
The best way to network is to CONNECT with people. Get to know them. Build a relationship and learn about their business so you can help them get more business. Referral marketing works because of the mutually beneficial relationships built within the Givers Gain® philosophy of helping others.