Aug 5, 2021 • Podcast

What are the non-traditional networking techniques that actually work?

Paul explains why he skips traditional networking events and what he does instead.

Show Notes 

Who won’t be at the traditional networking events? 

In social settings, make people aware not just of what you do, but how you help people.

“The best time to network is when….” 

Go where the decision makers go.

Focus more on giving than receiving. You will be rewarded.

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What are the non-traditional networking techniques that actually work?

(Transcribed from podcast)

Today, we’re going to talk about networking events. Specifically, non-traditional networking opportunities—networking tips. And the reason why we’re doing this, I was talking to a young salesperson just the other day. I was at I’m at the gym. Just got finished working out. A friend—a colleague of mine—we were chatting, and he was on his way to a networking event, and he asked me if I would like to join him. And I politely thanked him, but I refused the offer. I just said, “I just can’t. I don’t have the time.” And not only that, I told him, “Networking events are useless. They are pointless.” And I’m going to explain why as we go through this episode. But what I want to offer you today and the same advice that I offered this young salesperson, non-traditional networking tips work better. Non-traditional networking techniques work better than actual networking events. So, that’s what we’re going to talk about on today’s show: What are those non-traditional networking techniques that actually do work?

Before we get into that, quick shout-out to The Creative Impostor Studios—Andrea and her team. Podcasting is a wonderful way to connect with your audience. You think about how podcasting has grown over the past years, and now is really the time to get into it. There are still so many opportunities to build your brand, to become the expert in your industry, or to connect more broadly to your audience or help build an audience. And if you’re looking to do that, reach out to Andrea and her team. They do an absolutely wonderful job. We’re going to have a link over to her website on this episode’s webpage.

Also, as I mentioned it before, my new book, Selling Through Tough Times, is available. It’s coming out September 28th. So, I guess it’s not available right now, but it is going to be available. You can actually pre-order your copy. So, check that out. But in the meantime, I’d recommend reading Value-Added Selling. Value-Added Selling will continue to be your go-to guide to help build a solid sales foundation. There’s a reason that this message has been around for 35+ years. It’s because it works. So, pick up your copy of Value-Added Selling, and while you’re on Amazon, pre-order the copy of Selling Through Tough Times.

And, as I mentioned on our previous episode, check out our new website, www.toughtimer.com. We’ll have links to all that on this episode’s webpage.

All right. Enough of the ad stuff, let’s get back to the meat of the show. What are some non-traditional networking techniques that work?

First things first. We need to talk about networking events—formal networking events. And I know I’m going to get some pushback on this. I know that some of you are going to just flat out disagree with me. I know some salespeople are going to be able to cite examples where I am dead wrong. But I’m going to tell you this right now: rule number one when it comes to networking—don’t waste your time going to formal networking events

There. I said it. It can’t be any clearer. They are a waste of time. And I know some salesperson right now saying, “Oh, Paul. I had this one deal that I was able to win because I went to 50 networking events, and I ate 50 lousy lunches and exchanged 500 business cards. And I got that one deal.” That’s great. Good for you. There’s always going to be that one that happened. But I’m here to tell you that networking events are not as effective as networking in non-traditional techniques. And here’s a couple of reasons why. Number one: usually the people you want to meet with aren’t at those networking events. They don’t attend formal networking events. High-level executives, high-level decision makers, they’re not going to the local C & E type event or whatever it’s called. They’re not going to your Gateway Regional Chamber type meetings. They’re just not going to those networking events.

The second reason networking events are a waste of your time is they take too much time. You ended up getting in, meeting[s] with people that are more likely to try selling you on something then you can find legitimate context to reach out to. So, number one, stop going to formal networking events. Just stop it. And if you disagree, hey, great. Go to the website and explain. Give me your case and I will read through it, I promise. So there. I’m off the pedestal.

But let’s get down to some other techniques. Number two, this is your second tip or second non-traditional way to network. Rather than selling people on what you do, make them aware of what you do. When you first meet someone in a business setting, in an informal gathering, you know, at a party, family events, your kid’s soccer game, whatever it is, just make people aware of what you do. And when I say, “make them aware of what you do,” I’m not talking about your actual job title. I’m talking about your value proposition. That is what you help people do. So, make them aware of that. For example, there’s one gentleman I met, and he had a great introduction. Now, he’s a financial planner, by the way. He’s a financial planner, but he didn’t introduce himself as a financial planner. He said, “I help wealthy individuals protect their money and pay less in taxes.” Great, man, when he said that, that was intriguing. He made me aware of what he does. He didn’t tell me what his title is. He explained and made me aware. So second tip: raise awareness of what you do.

Number three (and this one is important), play the long game. Play the long game, not the short game. When I see hardcore networking type of salespeople, they are always playing the short game. They make a hard push to get as many contacts as they can, to get as many referrals as they can. And they’re really burning their long-term bridges with short-term pressure. So, play the long game. Playing the long game means that you’re not coming out and being overly aggressive.

One way to alleviate that short-term pressure of needing to find more contacts is to increase your cold-calling effort and have a full pipeline already. The best time to network is when you have a full pipeline of opportunities. People are more likely to want to do business with you if you don’t need their business. And the reason I say that is because salespeople that are too needy, that are too short-term focused and applying that short-term pressure, they appear to be desperate. Nobody likes to do business with people that are desperate. So, take a longer-range view, and the best way to get that longer-range view is to have a full pipeline and ramp up your prospecting efforts other than through networking.

Number four: when you go to events, volunteer to speak. And I’m not talking about networking events, I’m talking about industry type of events: meetings, things like that. You know, there are always opportunities to be the speaker at some of these events. Sit on a panel discussion. And the reason why you do this? When you are on stage, you are the expert, and people like to do business with the expert. They want to do business with the person that’s leading the discussion because it appears you’re going to be able to create more value. So be the speaker. And the reason why there are plenty of opportunities is because nobody wants to be the speaker. Nobody wants to be the speaker. Remember, speaking in public is the number-one fear that people have.

Gosh, it’s great. I wish I would’ve bought this t-shirt but, at the National Speakers Association conference, which we were just out at in Las Vegas, me and my fellow speakers—which we love speaking in public, right? There’s a t-shirt that says, “Your number one fear is how I make my living.” What a great t-shirt. Man, I’ve got to get that shirt. All right. Anyway, back to it. Again, be the speaker. That’s the tip.

Number five: organize a panel discussion. This is another great way to connect with the people that you’re trying to do business with. Let’s say you have a group of customers—your top three customers—look at your top three customers. If you have a solid relationship with some high-level decision makers, you know, like an executive, maybe a small business owner, whoever it may be, ask those individuals to participate in a panel discussion. And once they commit to it, then you can reach out to your prospects and you can say, “Hey, I’d like to connect you with a couple other business owners and executives in your industry to participate in a panel discussion at our upcoming meeting,” or create a virtual event, whatever it may be. And what you’re doing is you are creating an opportunity for these individuals to network with one another. Not only that, but you’re going to be known as the connector. You’re the one who’s creating value. That’s obviously going to give you an opportunity to surround yourself with the people you’re trying to meet with. So, organize that panel discussion.

Tip number six: go where your decision makers go. For most of you listening to this podcast, the decision makers on the solutions you’re trying to sell, they don’t go to the local chamber of commerce networking event. They just don’t go to them. Instead, go where your contacts go. I remember one salesperson, and he will remain nameless because I thought this was genius and I don’t have permission to use his name, but I’m going to tell you what he did. This is a high-level salesperson. He realized that his top three prospects were at a certain private club. That’s where they were members of. He found out that information and guess what he did? He joined that club. He made a significant investment to surround himself with the individuals he was trying to do business with. And when he joined that private club, he didn’t walk in there with business cards and find those people right away. He arranged it so that he casually would meet with them—casually meet with them, get to know them, build some rapport, and then it naturally evolved. He didn’t go in there and apply pressure. That’s not what you do. What he did do is he had to make the investment to put himself where those decision makers are.

And finally, your seventh tip. You know, another non-traditional technique, and I’ll leave you with this—focus more on giving than receiving. I’m thinking of the interview that I had with Bob Burg, the author of The Go-Giver, and he also wrote a book, Endless Referrals, which is a great book as well. But when Bob and I were talking, we talked about how important it is to focus more on how you can give and help other people versus just receiving something. And by doing that, when that’s your motivation, it’s going to come back to you. It’s going to come back to you tenfold. But the key is, many salespeople are too shortsighted, or they’re too selfish and focus on, “Okay, what’s in it for me, me, me, me.” It’s all about me. But instead, if you can focus more on giving than receiving, eventually it’s going to come back to you.

Everyone, so those are your seven tips for non-traditional networking techniques.

Make it a big day.

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