How to Use Networking to Help You Sell

It is a truth universally acknowledged that, as much as selling products or services is the actual point of business, few new business owners really enjoy doing it.

Doubly difficult for new business owners is the fact that increasing sales can often be achieved through that other much maligned activity, networking.

Selling without being too salesy

An aspect of new business owners’ objections to sales might be a fear of coming across as too salesy. We’ve all been there, caught up in a sales process that we didn’t quite consent to being in. What had started off as our vague interest in someone’s offer, results in us having to practically back out of the shop (or email sale funnel) with a feeling that we’ve been thoroughly sold at – think old-style used car salesperson. 

While no doubt pressure selling is a thing, the likelihood of your own new business being one of those using hard tactics is low. If you run your business to your values – and your values include a dislike of aggressive sales, you’re unlikely to go too far down the pushy sales route.

Often, there’s also a fear of the unknown. At BIPC Sussex, new business owners regularly talk to us about a knowledge gap between messaging and conversion (that is, marketing and sales). They’re often aware that they need to be able to demonstrate their product or service’s benefits to their potential clients but when it comes to converting those prospective clients into customers, there’s a lot of confusion about how to go about it. 

That’s where our range of publications can help. BIPC Sussex is part of the British Library’s National Network of Business & IP Centres and our mission is to democratize entrepreneurship. While we have business experts, information clinics, online market research databases, and business events galore, being based in libraries means that we also have business books. Our books range from those outlining business basics, ‘how to’ strategy books, and those to boost your mindset. 

With the help of these books, and the guidance of our BIPC Information Specialists, you’ll soon be eager to get start making connections with prospects. 

How sales and networking are a perfect match

So where does networking fit in? Well, networking is about just that – increasing your business contacts. The idea being that the more you increase your network, the more chances you’ll have to not only boost your brand visibility in the local or digital landscape, but you’ll increase your likelihood of finding prospects. 

Of course, the argument for networking for those with business-to-business (B2B) interests is clear. Networking places you in environments where your prospects congregate. But what about those whose businesses focus on individual consumers (B2C)? 

Not only are other business owners also consumers in their own right, but by increasing your contacts, you increase your visibility within the local environment. And that’s the funny thing about selling. You can have all the strategies in the world, but often prospects come to you in unpredictable ways. Raising brand awareness and, where necessary, positioning yourself as a thought leader via networking starts to impact on your likelihood of sales coming your way. After all, there’s no bad thing to be the first business your network thinks of when it comes to your industry.

The important thing about the process of networking itself is to, as far as possible, try to enjoy it. This can happen if you’re relaxed. The best way to relax is to have a realistic plan before you get to the event itself. What this means in practical terms is to aim to have a sense of what your goal is before you attend an event. Do you want to meet new people? Do you want to connect with specific people or brands? Are you looking for help or guidance in any way? 

In addition to this, it’s worth considering what you can offer your new network. Can you introduce business owners to your own contacts? Are there resources or help you can offer? What value could you bring to the networking relationship?

Not sure where to start with networking?

Why not try a little networking at our free monthly Relaxed Networking events at the BIPC in Jubilee Library? With a no-pressure, coffee morning style, these networking sessions allow you to dip your toe into the networking scene, without undue stress as our BIPC Information Specialists are on hand throughout to introduce you to new people and provide a friendly face to welcome you. 

Ultimately, we know it can be daunting as a new business owner aiming to embed networking into your sales strategy. The route from networking to a sale is winding and unpredictable. Yet there’s a strange sort of serendipity that can happen when you focus your attention on building meaningful relationships through networking. At BIPC Sussex it’s our mission to help you navigate that sales and networking path. Let’s help you take those first steps and support you along the way. We look forward to welcoming you at our upcoming networking events!

Visit www.brighton-hove.gov.uk/bipc or email bipc@brighton-hove.gov.uk