There is a famous story of American Paul Revere riding his horse through the night in the 18th century to warn people that the British forces were coming. It turns out (according to Malcolm Gladwell’s book, Tipping point) that there was another person William Dawes doing the same thing, but no one listened to him and hence he is not written in folklore. The reason apparently why people listened to Paul Revere and not William Dawes is that Revere was well known, more connected and respected. Gladwell called him a connector. This is the power of a network in action.
I was with a client recently who was thinking about hiring a senior BDM. We were talking about a specific person and if they might be suitable. I asked one question, how big is their network? There was a pause. Then a bit of discussion. They didn’t know. We looked at their LinkedIn to start which did not help the candidates cause.
Someone can have all the right experience and industry knowledge but without an active network, especially in sales, they are starting from scratch. A well-connected BDM however brings in conversations straight away. They already have contacts and people that will take their calls. We started Indicator based on networks and structured a plan about how we would utilise these networks to help achieve our sales goals. It was huge for us and continues to be, in fact I would be surprised if we would still be in business without focusing on networks.
It takes time to build up trust to the point where people begin to refer you. But when they do, those referrals are powerful and more likely to convert than any other lead. They come with credibility that other lead generation tactics could never achieve. The strength of a salesperson’s network often determines the breadth of their opportunities and the longevity of their success. Networks serve as both an entry point and a strategic advantage in the sales process.
Having strong networks is not just about opening doors it is also about the things you learn from them. We learn a huge amount from our members at Sales Syndicate, those conversations in the room or over a coffee and our members often receive learning opportunities, contacts and leads from their group.
In economic downturns or periods of slow demand, networks provide some resilience. Risk becomes a much bigger factor for people/companies in their decision making and if you are already a trusted contact then helps significantly.
Here are my biggest tips for building strong networks:
Know the difference: Know that there is a difference between networking and having a network. You network whenever you engage with people and having a network is the output of that work.
Play the long game: the networks you build today may not provide anything for years if at all
Be deliberate: This is not just for those of us in sales, networks are critical for anyone in business, whether it is for advice, offering insights or finding you a new role.
Reciprocity: You have to give to get. Get excited about spotting opportunities for other people, I have lost count the number of people who have received projects, jobs or made good contacts through introductions I have done. It should be an everyday thing in a salesperson’s world. Learn to love it.
Understand your people: It is nice to be nice to people who are nice. Not everyone is going to fit with you, focus on people or companies that you like, that have the same values and of course those that deal with similar clients to you.
Everything counts: Every touch point you have with someone is an opportunity to extend your network. The way you make people feel will directly impact if they choose to connect with you again.
Things change: Recognise that peoples careers change and you never know where they might end up.
Add value: If you add value to someone whether it is through a connection, offering support, sharing insights or providing an invitation to an event they will remember you in a positive light.
Keep your network alive: do something every day to keep your network alive. Suggest rating your contacts by the ones that you speak to the most, the middle ones and the occasional
Networks can come from anywhere: You can meet people in a variety of places whether it is in a business environment, on the side of a sporting field or even online you just need to be open to it.
