Networking Alone is Not a Sales Strategy
Written by Dave Lorenzo on April 4, 2018 / Networking
You cannot build a real business on networking alone. Why? Because networking alone is not a sales strategy.
During the past ten years I’ve worked with over 400 lawyers. Most know nothing about business development. The members of this population believe “marketing” or “sales” or “business development” refers to networking.
Don’t believe me?
Try this: Walk into any law firm and find the person in charge. Ask them what their sales strategy is. At first you may get some double talk about doing a good job and being a good lawyer and that’s all you need. After you push through the ignorance of that statement, you’ll hear something about networking.
To keep my inbox from being flooded with long-winded complaints, let me state for the record: Yes, being a good lawyer is required in order to attract and retain clients but it is NOT a strategy.
Similarly, networking is a good idea but networking alone is not a sales strategy.
Professionals (especially lawyers) see networking as a sales strategy because they don’t know how to sell and/or they fear selling. If you are a business owner or a sales professional, you don’t have the luxury of this ignorance.
You need to do more than just network in order to have an effective sales strategy. Here’s why:
Networking employs no leverage. You are only one person. You can only meet so many people in a day, a week, and a month. Even if everyone you meet sends you business, you cannot grow at a sufficient pace in order to make payroll and cover the costs of a real business.
Networking is time intensive. There is no way to generate passive leads from networking. I call the income that comes from these leads RELATIONSHIP REVENUE. Networking produces revenue only when you are actively involved in it. If you get tied up in operations (or in handling the day-to-day activity of your business) there is no new revenue generated because you simply don’t have time.
Most people suck at Networking. Let’s face it, sometimes you get in a bad mood. You don’t feel like talking to people. But if you’re reliant upon networking, you’ve got to go out and shake some hands and pretend to be charming. You’re not that good an actor.
So what do you do?
Here is a viable sales strategy for any business, professional and sales leader:
First: Begin communicating on a weekly basis with everyone you know. You can use direct mail. You can hire 1000 telephone sales reps. You can use an email system. I don’t care how you do it, but this is a way to make sure people who currently know you, like you, and trust you, do not forget about you.
Second: Add everyone you know into this follow-up system.
Third: Pick an additional method for client attraction and begin using it immediately. There are five viable methods that employ leverage. They are:
- Social Media
- Your Personal Website
Fourth: Keep networking when you have time and add anyone you meet to the system you develop in the first step.
This is a viable sales strategy.
I know. There are a lot of moving parts. You are confused because you don’t know how to get started. You want to ignore this because it seems like a lot of work.
Most people who read this will do just that – ignore me.
Some will get frustrated and angry and project that anger on to me. That’s fine.
If you are still with me, I’m going to help you out.
I’ve written a new book that outlines the step-by-step process to developing this sales strategy and implementing it – all of it – in your business.
You can use this if you are a lawyer or a sales representative selling country club memberships or anything in between.
The book is titled The 60 Second Sale and it is outstanding – but don’t believe me – here’s what the experts have to say about it:
What People Are Saying About The 60 Second Sale
“This is a powerful, practical book based on years of experience that will enable you to make more sales, earn more money, and enjoy greater success than ever before!”
Sales Teacher, Trainer, Expert and Author of The Psychology of Selling, more than 1,000,000 copies sold in 39 languages
“All things being equal relationships win. All things being unequal, relationships still win. Read The 60 Second Sale and learn how to make all things unequal and build a competitive advantage.”
Author of The Lost Art of Closing: Winning the 10 Commitments That Drive Sales
“The 60 Second Sale shows you how to get inside the mind of the buyer, keep their needs front and center, and help them become more successful. This makes you their natural choice. It’s brilliant!”
Senior Lecturer, Harvard Business School
Author, The Sales Acceleration Formula
“Mastering the Complex Sale requires making an emotional connection, understanding your client, and deepening client relationships based on trust and mutual respect. Dave Lorenzo’s book is a step-by-step guide to those critical conversations enabling you to connect with clients for life!”
Author of Mastering the Complex Sale
CEO, Prime Resource Group
“The 60 Second Sale is a field manual for anyone who wants to connect with prospects and develop deep profitable relationships with clients – FAST!”
Author of Sales EQ
CEO of Sales Gravy
Here’s the problem: You cannot read the book until July 2018. That’s when the publisher – John Wiley and Sons – will begin shipping it to retailers.
But I want to help you so I’ve come up with a solution to get this information to you right now.
I’m going to do webinars and a live event, in advance of the book’s publication date. You can attend one of the webinars, come to the live event and get a session with me – one-on-one over the phone or in your office or both. All you have to do is preorder the book.
Here are some of the great opportunities for me to help you develop and implement a sales strategy based upon The 60 second Sale:
The 60 Second Sale Preorder Offers – Expiration May 1, 2018
Offer 1: Preorder 5 books on Amazon and send me the receipt and I will invite you to participate in a webinar on developing effective sales strategy.
Offer 2: Preorder 10 books on Amazon and I will invite you to participate in a webinar on developing effective sales strategy and you all get a one-on-one call with me to help with implementation – Value $750
Offer 3: Preorder 20 books on 800CEOread.com and I will invite you to participate in a webinar on developing effective sales strategy and you all get a one-on-one call with me to help with implementation and you will be able to participate in ½ day event I’m hosting to help you write a sales plan and implement it (June 26).
Offer 4: Preorder 30 books on 800CEORead.com
Participate in full day even in June and come to Marlin’s game June 26, 2018
Offer 5: Preorder 50 Books on 800CEORead.com and you receive all the benefits listed above plus I will do a learn at lunch in your office with up to 10 people on a mutually convenient date (this includes travel!!!).
Offer 6: Preorder 100 Books on 800CeoRead.com and I will do everything list above plus I will do a full day of training on site at your office with up to 40 people on a mutually convenient date (this also includes travel!!!).
These are some outstanding offers. All you need to do is order the book and then reach out to me to schedule the bonuses. You can call me (786) 436-1986 or email me DLorenzo at DLorenzo dot com. Replace the words with the appropriate symbols.
Networking alone is not a sales strategy. You can do better.