This is part four in our series of articles dealing with how to make sales without cold calling, and we've truly saved the best for last. If you really want to give your sales efforts a big boost, networking is the way to go. After all, what else could you do that has the potential to lead to multiple deals from a single sales presentation? At the same time, there are many ways to network that will not lead to great results. With that in mind, you need to make sure that your networking efforts are well-directed; otherwise, your time would be better spent in other pursuits.

The first thing you'll want to give consideration to is the kind of group or groups you should be networking with. The rule of thumb here is to go where your customers are. If you sell advertising, for example, that means looking for organizations whose members would have a high likelihood of using the products you sell, for example restaurant associations and Chambers of Commerce. The higher the percentage of members who use your product, the less time you'll have to spend sifting through those who don't at networking events.

The second thing you'll want to be thinking about is what kind of value you can provide to the organization. In other words, what do you bring to the table? If you only show up looking for what you can get, your chances of success are going to decrease significantly. On the other hand, looking for ways to provide value to the organization and its members will almost guarantee your success.

Let's return to the example of the advertising salesperson that has joined the Chamber of Commerce as a networking opportunity. With the rapidly changing nature of the current economic situation, especially the downturn in the service and entertainment sectors, what kind of value could you provide to the Chamber's members? While it may be impossible to offer lower prices, could you highlight techniques that would help the members to extend their advertising budgets? Recognizing that many small businesses are hurting the most, what recommendations could you make that would help them to maximize the impact of their advertising campaigns? How about introducing them to ideas that could help improve their retention rates? Bring this kind of information to the meetings, and the members will beat a path to your door!

Providing value also means participating in meetings and events to the extent your circumstances allow. This might mean manning the organization's booth at the local county fair or serving meals at chapter meetings. I have a close friend in the petroleum industry who belongs to an old west style posse; he rides in all the local parades and takes sick kids out on camping trips, often sacrificing his evenings and weekends to do so. He does it primarily because he loves giving back to his community in this way, and this has led to his being approached on several occasions by other members when they needed a new petroleum supplier. The point is this: focus first on what you give and the benefits will come.

A final item to consider would be volunteering to give a speech. I realize this sends waves of panic through some of you, but I promise this is one of the best ways to get your message across at networking events. The reason is simple: the person at the front of the room is usually looked to as an expert on the subject they are presenting. Whether you truly are an expert or not really doesn't matter; the fact that you are giving the speech is all the credential you need. If you've never done any public speaking, I would recommend joining a Toastmasters group or taking a speaking class at the local community college; the benefits will be well worth the effort you put forth.

When you feel ready to take this challenge on, remember a few guidelines. First, don't make your speech an extended sales pitch. Use your "elevator pitch" or "30-second commercial" as an introduction, then make the topic something of general interest to the audience. Trust me, if the speech is done well members will be seeking you out for help with their lubricant-related problems. Second, be respectful of the time you've been allotted; don't go overtime! Third, if you really want to be considered an expert, dress the part.

Done correctly, networking can be a great source of leads and, eventually, additional sales. Take the "value first" approach, and you're sure to be a hit!

I hope you've enjoyed these articles and have been able to put at least some of the ideas into practice. If you have had some success in putting these principles to work, I'd love to hear from you. Feel free to e-mail me at the address listed below, and until next time, happy sales to you!