Getting Better at Networking
By Adam Radzik
Marketing & Sales Coach

(Scene: A conversation between Adam Radzik, the sales coach, and Linda, the mentee he has been assigned to work with. They are having lunch far away from the rest of the patrons in the restaurant. Adam notices that Linda looks stressed.)

Adam: “How’s it going, Linda?”

Linda: “Not so good. I’m getting a lot of pressure about my numbers. They’re not happy with me. I’m petrified that my name has been added to the next wave of layoffs. Ted and I just bought a new house. I am very worried!”

Adam: “Worrying will not help you. Are you networking with your contacts?”

Linda: “Oh yes. I do that all the time.”

Adam: “Uh huh. When is your next networking meeting?”

Linda (smiling): “Tomorrow. I have lunch with Susan Piel.”

Adam: “And what will you discuss with Susan?”

Linda: “Oh, we’ll talk about raising teenagers and the lousy economy, and then we’ll argue about politics because she is a Democrat and I am a Republican, but we’ll both have a good time.”

Adam: “I’m sorry to tell you, but that just won’t do it. You have to be a lot more prepared than that. In fact, preparation needs to go into every meeting with a contact!”

Linda (looking confused): “Like what?”

Adam: “Like looking to see what is going on with Susan’s company, like looking at her website and the websites of her competitors, like looking to see if they’ve received any press in the last year or two, like looking at any new products or services, like looking at the trade association website to see what is going on in her industry.”

Linda: “That sounds like a lot of work!”

Adam: “Everything that is important to us is worth preparing for. Are you interested in landing a sale or just getting together for chitchat?”

Linda: “I was taught that developing a relationship is important.”

Adam: “It is important, but it can’t be the main thing on the menu. Relationship selling is only the appetizer. The main course is determining their needs and putting solutions on the table for potential purchase.”

Linda: “So how do I go about doing that, Adam?”

Adam: “First, get as much information as you can before you go to see her. After you exchange pleasantries, ask her about the challenges that her industry faces, her company faces and she faces. Chances are you will open up a faucet. After she tells you about these challenges, you have to be ready with solutions that you have for these problems. That will take advance thinking and planning on your part, but the chances of yielding business will be enhanced hundredfold if you prepare. Wouldn’t you like to deal with a vendor who understood your problems and could suggest helpful alternatives?”

Linda: “Of course.”

Adam: “By the way, I’ll bet that Susan is not lunching with you in order to debate the effectiveness of Obama’s first hundred days. She probably wants to get something out of her meeting with you.”

Linda: “You’re right! She’s very much like that. So now you’re telling me I have to prepare every time I network?”

Adam: “That’s right. And if you don’t prepare, don’t go at all, as you are probably going to waste your time!”

Linda: “You do know that you are a royal pain in the …”

Adam: “I know. Believe me, you’re not the first person who has told me this. Are you going to prepare for your meeting with Susan?”

Linda: “Do I have a choice?”

Comedy Corner

Hillary Clinton went in for her yearly medical checkup. The doctor congratulated her and told her she was pregnant.

Hillary stormed out of the office and called Bill, who answered his private line. Hillary yelled, “You got me pregnant!”

Bill did not reply. Again she screamed, “You got me pregnant!”

Bill looked around carefully and whispered, “I’m sorry, what did you say your name was?”