Networking is Not the Same as Selling

I couldn't help myself. I said, "Interesting question, Dave, but I have a question for you. What type of money did you make last year?" I could see that he was confused. I said, "Level with me, Dave. We're becoming fast friends here. What type of scratch did you pull down last year?" Dave just stared at me. I said, "Let me be fairly clear. I'm here to network, not to be sold products and services. I'll let you go. There may be others you should be speaking with, and I don't want to take up more of your time. Good luck today, and I look forward to crossing paths."

I have bumped into Dave on several other occasions at trade shows and other networking events over the years, and he won't even talk to me. Not a word!

So was Dave networking or selling? Nobody likes to be sold, and certainly not at a networking event. I try to keep things simple. At networking events, you network. At sales meetings (sales appointments), you sell. Easy, right? Well, to many advisors, it's not. It's hard to snap yourself out of the mindset of selling, but to be more effective at building relationships, you must do this.

Think about how you would feel at one of those meetings for time-shares in Mexico. Have you ever attended a meeting like that? Usually, you'll be bribed with a free massage, boat tour, or some other incentive. But the sales reps there are relentless, and trained to be that way. It's uncomfortable to be the target of such sales tactics. You don't want to be the one to do this to someone else, either. In some cases, you might get the sale, but you'll have a tough time getting referrals, renewals and a good reputation.

The only thing you should be selling at a networking event is your interest in and willingness to help others, your likeability, your smarts and your competence. If you do that, you'll sell plenty.

Michael Goldberg is a speaker, author, consultant and the founder of Building Blocks Consulting.For more information or to subscribe to Michael's free online newsletter and blog The Building Blocks to Success please visit www.NetworkingForProducers.com or www.TheBuildingBlockstoSuccess.com.