Business networking is a socioeconomic activity by which groups of like-minded business people recognize, create, or act upon business opportunities
– Wikipedia

I recently participated in a business event that brought suppliers and their customers together on a boat for an evening cruise. What an amazing opportunity for these businesses to get to know each other.

Guests attending were presented with great opportunities to develop strong relationships. The result is that eventually suppliers will be able to provide their customers with the right products and services, because they know more about what their customers need and how best to sell to them in a solution-oriented way.

Amidst all the great connecting and networking going on, I couldn’t help but notice three young men from the same company hovering together throughout the evening.

Remember that their company paid to have them there to represent their brand and to look for new business. I thought about how I would have handled the situation if I was their sales manager.

It all goes back to learning how to sell to achieve the right results, not to telemarket … in other words, relationship selling!

Telemarketing is an uninvited method of selling where the salesperson tries to persuade you to buy something you don’t want. Relationship selling takes a bit longer because you take the time to get to know your potential customers and what they want.

We at the BBB attend a lot of business events. Our whole team is involved in looking for good opportunities to continue to grow our business and to keep our good customers. So, from our IT guy, to our Dispute Resolution Counselors, to our finance person, our business services people – the expectation is that we “spread out” at these functions and engage potential customers and existing customers.

The team looks for partnership opportunities, educational opportunities, sales opportunities, “raving fans” of our BBB – people that will help us grow our business, educate our customers, keep our best customers, and keep the passion fired up amongst our team.

As the leader of our Better Business Bureau, I make sure that I teach young people just starting out in their careers the importance of business networking and how to ask the right questions and listen – key elements in assisting customers.

One of our BBB team members is an expert in getting our invoices paid within 30 days of receipt of invoice! Imagine her having a conversation with a potential customer at a business event and she shares some of her techniques. How about our two BBB communications specialists sharing information with potential clients at these events and asking questions of their company’s marketing techniques? Why wouldn’t a potential customer that is engaged by my team take a closer look at our organization and see an alliance that would fit with their business model or needs to improve their business?

I could not help myself. I did approach the three young men and gave them the basics in relationship selling. The most important first step was for these three people to part ways and spread out amongst their clients and start talking, start asking, start listening, start educating, and be passionate about their company.

At business networking events, let go of fear, be confident in your knowledge of your products and services, enjoy meeting new people, and start a conversation!

You (and your bottom line) will be glad you did!