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Practice Management > Building Your Business

Networking is Not the Same as Selling

By Michael Goldberg

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This is a bit of an awakening to many insurance producers. Networking is simply a proactive approach to meeting people so that you can learn something and potentially help another person – not so you can sell your products and services.

Years ago, a friend of mine invited me to a trade show, which he insisted offered great networking opportunities. The trade show was in a huge convention center, and much to my surprise, my friend was there to greet me at the door. Without giving me the time to become acclimated, he shuffled me through several exhibits and across an aisle or two, insisting that he introduce me to someone. Of course, I was interested and excited. As we made our way, we finally found our destination as my friend introduced me to a guy named Dave. As Dave and I shook hands, I realized my friend, who had just introduced us, had disappeared. So it was just Dave and me – face to face, nose to nose, belly to belly.

Anybody ever do that to you? Just leave you standing there with someone you don’t know, for reasons unknown? I’m not the shyest guy in the world, so I managed. I was just curious about why we were introduced in the first place.

I noticed that, when Dave shook my hand, he slipped me a business card at the same time. He asked me, “Do you own a home?”

I said, “Yes I do.”

He said, “Great! What’s your mortgage rate?”

I couldn’t help myself. I said, “Interesting question, Dave, but I have a question for you. What type of money did you make last year?” I could see that he was confused. I said, “Level with me, Dave. We’re becoming fast friends here. What type of scratch did you pull down last year?” Dave just stared at me. I said, “Let me be fairly clear. I’m here to network, not to be sold products and services. I’ll let you go. There may be others you should be speaking with, and I don’t want to take up more of your time. Good luck today, and I look forward to crossing paths.”

I have bumped into Dave on several other occasions at trade shows and other networking events over the years, and he won’t even talk to me. Not a word!

So was Dave networking or selling? Nobody likes to be sold, and certainly not at a networking event. I try to keep things simple. At networking events, you network. At sales meetings (sales appointments), you sell. Easy, right? Well, to many advisors, it’s not. It’s hard to snap yourself out of the mindset of selling, but to be more effective at building relationships, you must do this.

Think about how you would feel at one of those meetings for time-shares in Mexico. Have you ever attended a meeting like that? Usually, you’ll be bribed with a free massage, boat tour, or some other incentive. But the sales reps there are relentless, and trained to be that way. It’s uncomfortable to be the target of such sales tactics. You don’t want to be the one to do this to someone else, either. In some cases, you might get the sale, but you’ll have a tough time getting referrals, renewals and a good reputation.

The only thing you should be selling at a networking event is your interest in and willingness to help others, your likeability, your smarts and your competence. If you do that, you’ll sell plenty.

Michael Goldberg is a speaker, author, consultant and the founder of Building Blocks Consulting.For more information or to subscribe to Michael’s free online newsletter and blog The Building Blocks to Success please visit www.NetworkingForProducers.com or www.TheBuildingBlockstoSuccess.com.

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