I’m often asked, “Jeff, where do you get your leads? Is networking is an effective replacement for cold calling?” Wow! Great, and important, questions. Leads can come from many sources and no one who works with leads should ever be without a large supply. They’re out there waiting for you if you just know where to look.
Giving speeches is an effective way to get leads. Many different types of organizations are continually looking for speakers. The National Speaker’s Association says that of each 10 people who listen to you speak; at least one will be interested in what you have to offer. Trade show and conference lists are another source of leads. You can read newspapers, magazines, trade journals, etc. and find the names of people you can call. You can observe company names on trucks and buildings as you’re driving to an appointment as well as names of other companies in buildings you visit on sales calls. You can buy lead lists from list brokers as well as using online services like Hoover’s and InfoUSA. And, of course, you can (and should) network.
Is networking a replacement for picking up the phone and dialing? In most instances, no. While networking can get you leads and referrals it’s typically a long process as people get to know and trust you. Cold calling has a more immediate and dramatic affect on your pipeline of appointments, which always needs to stay full if you want to make a lot of money.
That said, how do we improve the quality and results of our networking? Here are some tips, gained from personal experience over the years:
Tip #1 – When you arrive, use the bathroom.
Do I really care if you empty your bladder? No, but I think it’s a great idea to “check your look” when you arrive at a networking event. Make sure your tie is straight, your hair hasn’t flapped over due to the wind, and that you don’t have something left over from lunch stuck between your teeth. You only get one chance to make a good first impression and that can be easily blown by some corn being in between your two front teeth!
Tip #2 – Eat quickly – then MINGLE!
I’m often stunned by the people who arrive at a networking event only to stand in front of the appetizer table for the next hour with a cocktail in one hand and a plate of food in the other. It’s kind of difficult to shake hands with someone when both of yours are full. Same thing about a mouthful of food…it makes it difficult to talk. Get some food, eat it quickly then go find someone to talk to.
Tip #3 – When you get to a networking event, look for people you DON’T know
Many people, when networking, walk into an event and look for familiar faces. They then proceed to spend the rest of the event drinking, eating and chatting with their friends. While networking with friends is important too, you can do that anytime. Pick out someone who looks interesting, walk up to them with a smile on your face and your hand stretched out ready to shake theirs and say, “Hi Steve, (assuming they have a name tag) my name is Jeff Goldberg. Nice to meet you. Great event, isn’t it? Hey, I’m just curious, what do you do?” Steve will then explain what he does for a living and while he’s doing that you should be actively engaged in listening. This is not the time to check your watch or look around the room for other people you’d like to meet. Give the person you’re speaking with your undivided attention and make them feel important and special. When Steve finishes, he will almost always end with, “So what do you do Jeff?” This gives you the opening you need to move on to Tip #4.
Tip #4 – Have your “Elevator Speech” polished and ready to go
When someone asks you what you do, that’s not the time to figure out how to describe your job. If you don’t have a well crafted “elevator speech” in advance of needing it you might very well blow your small window of opportunity to make a connection.
Your elevator speech must be brief, clear and concise. (elevator speech - Imagine you wanted to sell your services to Microsoft. You get on an elevator in a large hotel and press the button for the 42nd floor. Bill Gates walks in behind you and presses 40. You have approximately 30-35 seconds to tell Bill what you do and how you can help him in a way that he completely understands). It must quickly explain to the listener what you do and where you add value. It must be delivered in such a way that the person listening could then tell others what you do. There should be nothing in your elevator speech that causes the other person to think, “What does that mean,” or “I don’t understand.”
Here’s an example – “Well Steve, I’m Jeff Goldberg and I own my own company, Jeff Goldberg and Associates. We’re a sales training and consulting firm specializing in helping salespeople to get more appointments with decision-makers, shorten their sales cycle and close more business more profitably. The training is based on my 35 years of sales and management experience, as well as my having trained over 5000 salespeople in the last two years alone. I also have a background in the theatre and stand-up comedy which makes me uniquely qualified to work with sales professionals in a fun, and highly productive, way to help them close more business and make more money.”
Brief, to the point, easily understandable and repeatable.
Tip #5 – Know what constitutes a good lead for you
Know what a good lead is for you and make it easy for the other person to help you find people like that. A clearly defined good lead for you makes everyone’s life easier. For example, a good lead for me is A CEO, President or VP Sales at any company, anywhere in the world, that has a sales team of 10 people or more. I suggest you include your, “A good lead for me is,” at the end of your brief commercial. So mine would sound like this:
“…..uniquely qualified to work with sales professionals in a fun, and highly productive, way to help them close more business and make more money. By the way, a good lead for me is any company, anywhere in the world, with a direct sales force of 10 people or more and I look to be introduced to the President, CEO or whoever sales ultimately reports to.
Tip #6 – You have to Give to Get
Most people network to get leads or referrals, and of course that’s what you should hope to do. The problem with that is there’s no WIIFM. (What’s In It for Me?) Each of us does the things we do and makes decisions based on WIIFM. If we go to a networking event thinking about all the great leads we hope to get, the people we meet and network with will “smell” the greed coming off you in waves. When meeting and speaking with people, I suggest you should instead be thinking, “How can I help this person?” It often happens that I’ll be at a networking function and after listening to the other person speak, I immediately offer some leads to the person. If someone gives you a gift don’t you feel good about them, and perhaps even a bit obligated to give one in return? By offering your help, others are more likely to give you theirs.
Tip #7 – Make specific requests
If there is a particular company you’re looking to work with or a particular person you want to be introduced to, ask. “By the way, Steve, I’m very interested in working with Microsoft. By any chance do you know Bill Gates or someone else who might be able to help me meet him?”
Tip #8 – Focus on the person you’re speaking with
People are highly flattered when you pay attention to them and the opposite is true to. If you’ve taken the time to introduce yourself and ask about someone, give them your complete and undivided attention for the next 3 to 5 minutes. Don’t check you watch or your cell phone to see who’s texting you. Don’t be looking over their shoulder trying to pick someone out to talk with after you’re done with them. Look people in the eye and be interested in them. When you’re interested IN them, you’re more interesting TO them.
Tip #9 – It doesn’t happen at the event
The name of the game is to meet as many possible sources of referrals so spend no more than approximately 5 minutes with each person and move on to someone else. Set an appointment to get together with anyone who seems promising. I meet people for breakfast and lunch after meeting them at a networking group of function. It’s much more relaxed and we can take the time to get to know each other and discover how we can really help one another.
Tip #10 – Loosen up and have some fun
No one likes to talk with people who are bored, boring or depressed. Conversely,
almost everyone enjoys speaking with others who are upbeat, excited about life and who show they are genuinely interested in them. Did you ever notice how someone who is interested in you is more interesting to you? Show people you’re interested in them by asking good questions and actively listening.
Make these tips part of your networking arsenal and watch your lead flow increase.
Jeff Goldberg is the president of Jeff Goldberg & Associates, an international sales training, consulting and inspirational speaking firm. For more information contact Jeff at 516-608-4136 or Jeff@JGSalesPro.com
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