| For many people the word "networking" has a | | | | their own product or service. Real networkers |
| negative connotation. This is in part due to the fact that | | | | recommend products or services of people in their |
| many salesmen abuse networking to push their | | | | network (and only if they are relevant for the people |
| products or services. So let's take a deeper look into | | | | they talk to). |
| the difference between (hard) selling and networking | | | | For hard sellers who network the goal is the sale. |
| to solve some of the misunderstandings about | | | | People are a means, a resource (sometimes even a |
| networking. | | | | necessary evil) to reach that goal. For real networkers |
| The main difference between selling and networking is | | | | the goal is to establish and maintain contacts and build |
| that in a sales process the goal of the interaction | | | | relationships. One of the possible consequences is a |
| between two people is the sale of a product or | | | | sale. |
| service. When networking, this sale could be the | | | | To make it even more clear, I have a small example |
| consequence of a contact that is built with respect | | | | for you. |
| and care. So it is clear that the sale is not the goal of | | | | Situation: a salesman of fire extinguishers meets the |
| networking, but a nice and in many cases a logical | | | | manager of a local affiliate of a bank at a reception of |
| consequence. | | | | the Chamber of Commerce. |
| The comparison in the table (below) goes into the | | | | Hard Selling |
| details of the difference between selling and | | | | The salesman does his sales magic to convince the |
| networking. The table shows several elements of | | | | manager to buy fire extinguishers for his office. He is a |
| "negative networking" by hard sellers on the one hand | | | | good salesman and he manages to sell 5 fire |
| and "real networking" on the other hand. | | | | extinguishers. |
| Hard sellers who network are focused on the short | | | | The evening of the salesman is a success. |
| term while real networkers focus on the long term. | | | | Networking |
| Hard sellers who network try to detect a need that | | | | The salesman is interested in the manager as a |
| can be satisfied by their product or service. Real | | | | person. Amongst other things he learns that the |
| networkers share any information that can be | | | | manager is a passionate sailor and that he is looking |
| interesting for the other party. | | | | for a new boat. The salesman remembers that a |
| Hard sellers only give when they have an immediate | | | | friend of his has a boat for sale. He not only passes |
| profit. Real networkers give without expecting | | | | this on to the manager, but also provides them with |
| something back (and in the long run this usually pays | | | | each other's contact details the following day. A week |
| off better too). | | | | later the boat has a new owner. |
| Hard sellers who network listen in order to get the | | | | Four months later the salesman receives a phone call |
| deal. Real networkers listen to help. | | | | from the manager. The manager asks him to deliver |
| Hard sellers ask questions in order to be able to | | | | new fire extinguishers for the office and for the |
| position their product or service better. Real | | | | facilities of the sailing club where the manager recently |
| networkers ask questions to be able to be of better | | | | became chairman. Moreover the manager proposes |
| assistance. | | | | to write a letter to all the members of the sailing club |
| Hard sellers find people interesting only if they are a | | | | with a recommendation for the fire extinguishers of |
| potential customer. Real networkers find everybody | | | | the salesman. |
| interesting as a contact. You never know what or | | | | The year of the salesman is a success. |
| who they know. | | | | What about you? Are you more of a hard seller than |
| Hard sellers who network want to collect and distribute | | | | a networker? You don't have to be a salesperson to |
| as many business cards as possible. Real networkers | | | | be a seller. Everybody has to sell continuously. You |
| ask and give business cards to people with whom | | | | have to "sell" the next project to your management |
| they really established contact. | | | | team, you have to "sell" to your partner to go to the |
| Hard sellers talk often only about their product or | | | | movies instead of spending an evening at home, you |
| service without listening to others. Real networkers | | | | have to "sell" to your children that they keep their room |
| See to it that others always talk more than they do, | | | | clean, … Everybody is a seller in one way or |
| listen carefully to them and encourage them to tell | | | | the other. |
| more. | | | | Let me repeat my question. What about you? Are you |
| Hard sellers who network try to bring the attention to | | | | more a hard seller or more a networker? |