Let’s say you just spent 3 hours at a networking meeting to increase your sales pipeline. Maybe there were 10 good client candidates out of 100 people at the event that you were able to meet. It’s entirely possible that at the end of the event you walked away with zero meetings. Best case, perhaps some people would take a phone call about future meetings and maybe 1 is a real prospect. While you may have accomplished marketing your organization, introducing yourself to some new people, and possibly setting one future meeting there are a lot of “maybes” and “perhaps” in this scenario.
Now let’s take that same 3 hours and use the phone. The average person starting out may not have a very large contact list and may need to do a lot of cold calling, but a seasoned salesperson and partners in a professional services firm should have amassed more than 2,000 contacts willing to take their call. The people being called also know people, and may be willing to give referrals. So, imagine how many people could be called and connected within 3 hours.
I am not suggesting that people do no networking. I believe that your networks make you powerful. The key take-away is use of time. We must be careful not to confuse what makes us feel good with what is best for generating business. Most people do not put the time into making phone calls because they do not view this as an exciting part of their day. If everyone put as little as an hour per day, or five hours per week into filling their pipeline with meetings, they would always have a full and productive pipeline and find themselves in the top 25% of their peer group. Many people have found that they complete the whole sales process without ever leaving their desk.
Howard Shore is a business growth expert who works with companies that want to maximize their growth potential by improving strategy, enhancing their knowledge, and improving motivation. To learn more about him or his firm please contact Howard Shore at phone link=”true”] or [email protected].