Guide to Networking for Sales Leads

Target the right events

There are many venues for networking, starting with professional organizations, such as the local Chamber of Commerce or your industry association. And there are social events, such as parties, private clubs and golf games, where you can network more casually. Use them all.

I recommend: Make a list of the likely and unlikely places you can network, from the country club to a tailgate party. For professional organizations, find trade shows at TradeShowBiz.com or try your local chamber of commerce.

Focus on your intentions

Though you should go to events to have fun, keep your business goals in mind. What are you trying to accomplish? Setting goals can keep you focused at large industry events.

I recommend: Educate yourself on the fine art of networking with the American Marketing Association's Network Meeting Survival Guide.

Make friends, not leads

Rather than attempting to clinch business deals, view networking as a chance to make new friends. Be genuine. Build trust and relationships. See yourself as a powerful resource who can help others get what they want. This tactic takes the pressure off having to clinch a deal or secure a referral, which is off-putting to others.

I recommend: School yourself in networking by preparing talking points or even videotaping yourself. If you're really stuck, hire a business coach at Salesvantage.com.

Hone your message.

Always have a one-minute sound bite prepared, when attending events. That way, you can stay focused while you meet as many new people as possible. Think of yourself as the face of your business. But beware: Don't use your message as a sales pitch. It's simply a golden opportunity to describe your business.

I recommend: Create a brief, compelling business message and practice delivering it. If speaking in public makes you nervous, join Toastmasters International to hone your skills.

Follow-up after the event.

Networking is simply the first step in creating a sales opportunity. Right after meeting someone, record follow-up actions, what you talked about and even the actual words used in a discussion. Then call at the time that you both agreed on. Ask to see him or her for a face-to-face meeting.

I recommend: Stay organized by recording follow-up actions and dates or times to call in a contact management system that helps you track prospects.