All Gain, No Pain: How To Network Without Awkward Networking Events

By Author: Kate DiGiacomo
Total Articles: 7
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In theory, networking events are the best thing for independent sales representatives since the invention of the business card. What could be better than a room full of professionals in your industry who are all looking to forge mutually beneficial, professional relationships? In reality, however, networking events are intimidating and most people dread attending them. It’s awkward to approach and introduce yourself to a group of strangers and it’s a huge blow to your ego when you find yourself alone at a cocktail table with nothing to keep you company except a plate of cheap hors d'oeuvres and a stack of business cards. Luckily, sales representatives have another great option. Social networks give professionals the opportunity to share important industry information, network with peers and potential leads, and form propitious relationships.

While there are a number of social networks, LinkedIn is a great resource for sales representatives because of its professional nature. There are many opportunities on the site to connect with other professionals in your specific industry. However, some sales representatives ...
... make the mistake of using LinkedIn as a sales platform. Instead, it should be viewed as a virtual networking event. If you attended a professional networking event, would you lead off a conversation with a sales pitch? Probably not. Instead, you would try to get to know other professionals, learn about the business they are in, explain what you do, and then exchange business cards. Sales pitches may follow, but only after follow-up calls or emails. The same approach should be used online.

LinkedIn Groups are wonderful networking tools. They are formed to unite people with common interests or characteristics, such as industry, job function, hobbies, geographic location, or even schools/universities attended. Members of these groups often post interesting articles or start discussions about relevant topics. Posting your own materials and commenting on others’ posts allows you to spark conversations with other sales representatives and potential leads. These conversations are beneficial for all parties involved and can lead to worthwhile and fruitful partnerships.

Another way to network on LinkedIn is through the Answers feature. In this section on LinkedIn, you may post industry-specific questions to gain insight from other professionals. You also have the option of browsing through questions and posting your own responses. Answering questions gives sales representatives the opportunity to highlight expertise and get to know others in a professional sense.

Once you have established a relationship with someone through interactions in LinkedIn Groups or Answers, it is important to invite that person to connect with you. If they approve, you will be able to see each other’s full profiles and send direct messages. Connecting with someone on LinkedIn is similar to exchanging business cards; once you have their contact information, you can follow-up with a business opportunity or pitch.

Another way LinkedIn can immensely help sales representatives is through the data it provides about how you are connected to someone else. If you are part of the same LinkedIn Group, share a mutual connection, or are a 3rd degree connection (essentially a friend of a friend of a friend), LinkedIn will highlight it on their profile. This information is very helpful for sales agents because it reveals exactly how you are connected to someone and which mutual friends you could ask to introduce you.

Using traditional networking techniques in a virtual setting is extremely beneficial for sales agents, especially when used along with the tools and information available from social networking sites like LinkedIn. Sales agents enjoy the best of both worlds; they can network with a wide range of professionals all over the world on their own schedule and avoid the awkward social situations often associated with live networking events. The sales industry depends on meaningful professional connections. As technology advances, sales representatives will continue to find new, innovative ways to find leads and cultivate beneficial relationships.