Don’t Sell to your Network – Educate Them!

Your Networking Group is your Sales Force!

When entrepreneurs try to develop a qualified, consistent and dynamic circle of networking partners who are going to provide them with referrals for new business, their tendency is often to "sell" those individuals on their product. It’s as if by showing them all the finer points of what’s available, convincing them to try their product and closing the sale with their networking partners, they’ll somehow realize an influx of referrals. I don’t disagree that in order for the members of your networking group to refer you effectively, they must be familiar with what you have to offer; however, it’s important to resist your urge to sell to group members. What do I mean by that?

Educating your networking group’s members about the type of referrals you want--specifically, where applicable, even the names of the individuals with whom you want to meet and develop relationships -- is much more important to the success of your networking in a closed contact network than selling to other members. This demands a shift in how you see your networking partners. They’re not the clients; they are, in effect, your sales force. And for your sales force to sell you effectively, they have to know who to sell you to and how to sell you.

Learn four important tips for incorporating this valuable educational technique into your networking meetings. Read the entire article here

Read more of Dr. Ivan Misner's networking articles written for Entrepreneur.com.