Sincerity in networking sounds like an oxymoron to most- how is a popularity contest ever sincere? I mean, we’ve all met perma-grin Steve who can never quite manage to remember your name, probably because he can’t stop talking long enough to ask it. They don’t call it glad-handing for nothing. But I believe that the current is changing. Perhaps as an indirect result of the economic letdown, more people are wasting less time glad-handing and instead are looking for ways to create meaningful relationships with a community of like-minded individuals. Easier said than done.
Consider the fact that the majority of my entry level corporate sales training focused on how to pretend. Pretend like I care what the person across the table was talking about; pretend to know more than I did; pretend to have more than I did; pretend to believe in the products I sold. This is sales training 101. And it’s a good reason why "sales professional" is a title littered with negative connotations. It’s an even better reason why the sales training 101 manuals should be tossed into a pool of glowing lava.
It’s really not too late to stop the BS. It’s extremely difficult to do at first, especially now with the advent of social networking tools that bring a whole new slew of opportunities to sell your integrity. We’re now faced with decisions like becoming a fan of someone’s new Fan Page, because they became a fan of ours. That’s a real tough one! But not all that different than when perma-grin Steve asks to sit down with us for coffee and we know that it will essentially be a waste of a perfectly good, pitch-free day. I know I sound a little rough right now, but we’ve ALL experienced it in order to promote our businesses. Because, you never DO know who perma-grin Steve knows, and in a tough economy, most would argue that all business is good business.
I’d like to argue that there are dangers in serial networking, mainly that the best business comes from those who take no B.S., and if you’re a B.S.er, you’ll probably miss those opportunities and hurt your image in the mean time. Gosh, what if YOU were considered by others as perma-grin Sally? Glad-hand Glen? Yikes.
So what’s the solution?
It’s no secret that referrals are the main purpose of networking- for most people. I’m not saying that asking for referrals is a bad thing. It’s absolutely necessary. But you don’t need to ask by speaking. You don’t need to ask by greasing someone with food or drink (though I never turn down a good meal ☺). You don’t need to ask by sending spam mail or newsletters. What you CAN do is be sincere in every form of contact you make with people. If you meet with someone and they strike you positively, spread the word about it- and be specific to show that you pay attention, and to share a little about what kinds of things to pay attention too. Observant people will take note. No different than when you brag about a great product- if people sense the sincerity, their ears will perk up. There’s really no trick to sales. If there is a trick, it is to be sincere at all costs- even if it means walking away when you see perma-grin Steve (and perhaps even his entourage) approaching.
The MAJOR benefit to sincerity is the way your consistent behavior reflects on your brand over time. Rather than tuning you out when you start promoting everyone and everything for the sake of covering your bases, people will tune-IN to what you have to say. What you say will be seen as valuable, not nonsense. And the value you give to others will immediately come back to you in the form of lasting relationships and those golden referrals we all wish we had more of.
To your honesty!
