Commentary

Always Be Networking

While many sales folks tout the expression “always be closing,” I think that the phrase “always be networking” should also be included in the sales vernacular.

Too often, once the ink is dry and the payments have been made, the personalized, hands-on customer interaction ends. The occasional email or even a regular status call does not compare to the engagement involved during the selling process. It is important to keep marketing the product, the company and yourself even after landing the deal. The majority of people on the planet know Coca-Cola and most of them are customers. Regardless of this fact, Coke continues to market and sell its product and brand. This is the philosophy that needs to drive your client communications. 

We often forget about networking with current clients, and only reserve “networking events” to obtain new clients. Remember – current clients will be new clients for someone else unless you can keep them committed to the brand and your product. 

Here are a few tips for successful customer networking:

  • Set Aside Time – Networking is not a one-time deal. It involves time and planning to nurture and grow your customer relationships and eventually, customer network. Set aside time in your calendar like you would a workout. If you are more disciplined about scheduling, plan your networking time like an editorial calendar. Items can always be adjusted as you go. 
  • Suggest “Can’t Say No” Meetings – How many times have you declined networking events, happy hours and other meetings because of excuses including, “I’m too tired,” “I’ll get home too late,” and “It won’t be worth my time”? Suggest events and times where your customer can’t say no. Plan a weekday lunch meeting at a new restaurant in town or take your client to a conference or presentation related to their industry. You and your client will have the chance to discuss business outside of conference room walls and potentially learn something new about each other and your business objectives. Plus, in the case of conference attendance, you may even have the opportunity for additional networking.
  • Really listen, ask questions – This may sound trite, but really listen to your customers and then ask questions. People can tell when you aren’t genuinely interested in what they are saying. Take the time to learn what makes your client tick including likes/dislikes and current projects as well as any comments or concerns they have about your product or service. By establishing this rapport, you will strengthen your customer relationship while also enhancing customer service. 

When you aren’t meeting in-person, ensure that your client knows you are top-of-mind. Share news articles they might be interested in or forward details about an upcoming seminar they may want to attend. These personal touches make all the difference. The better relationship you have with a client, the more likely they are to continue doing business with you. 

  • Provide Value – Chances are there are synergies among your client base. Create your own version of LinkedIn and start connecting folks. Think about helping your clients to network with each other. This can be sensitive; you should only facilitate meetings that are mutually beneficial and don’t put you in a position that commoditizes your relationships with your clients. However, thoughtful introductions that can help everyone will further engrain you into the client’s professional life. 

Effective customer networking is not only good for sustaining business with current clients, but these interactions will benefit future professional relationships as well. The game of telephone extends beyond childhood, and a happy customer will relay this information to family, friends, colleagues and clients.

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