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Networking 101: Don't Sell Them; Educate Them

December 2009
by Chauntelle Popp, Marketing Director TheOfficeSquad®

Networking can definitely be a valuable tool for gaining exposure for your business. However, finding a good networking group can sometimes be a challenge. The biggest hurdle to overcome when networking, is finding those who truly understand what networking is about. How many times have you attended a networking event just to walk away spending money on a piece of jewelry or the latest in Tupperware? That was obviously not your goal when you attended, so why was that the outcome? Somebody is selling to you instead of educating you; and you have fallen right into the trap, because that may be the last business interaction you ever have with that person again.

Those who join a network or meetup group with the purpose of selling to other members may make a few sales, but their success is only temporary. They will soon, become discouraged and decide the group is tapped out and move on. Many networkers think that in order to "get in" with the members of the group, they have to prove loyalty by buying something. If this is your idea of networking, then you've got it all wrong.

Networking is not about selling the members of your group, or supporting someone by making a purchase. It's about educating each other while developing lasting, mutually beneficial relationships that result in leads and referrals, and even a few life-long friends.

The overall goal is to make sure that those you are networking with understand what it is you do, and what you can offer, so that they can refer you effectively. They also need to get to know you, so that they feel comfortable in recommending you to family and friends. (By the way, there is no point in joining a group, if you're not going to show up.) Likewise, you should strive to know as much as you can about the members of your network group.

It's really very simple... don't sell them, educate them. Don't feel pressured to buy from them, just learn about them. Information is the key and motivation is the force. With enough information, you will be prepared to refer and others will be prepared to refer you. If you keep communication flowing, and genuinely develop relationships, you will find success in your networking efforts.