The air conditioner, and the ice water, is way too cold for 8 a.m. The napkins and table cloth are a little too white and crisp, as hotels tend to be. You’re at this awkward business networking meeting, and many other people in business casual attire are trying to look casual and at-ease.
Strangely enough, you connect with someone who is, or at least says they are, interested in what you do.
But it’s awkward. You want to ask them to come in for a session. Do you? Can you? Is it possible?
No, not really. But there is something you can do.
Three Reasons Why This Is A Miserable Enrollment Situation
Reason One: It’s way too vulnerable a conversation to have in the middle of everything. If you are any kind of a change agent, or heart-centered person, you probably need to go deep with them.
And even if you don’t, it’s still vulnerable to talk about money and getting paid in a situation like that.
Reason Two: Similarly, it’s not an interruption free zone. You might be at a very fragile moment, emotionally, where the container of the conversation really needs to be held, and then someone turns on the microphone, and starts announcing the schedule for the next two months, and wanting you to do some strange ice-breaker routine.
Reason Three: There’s just not enough time. To have a proper sales conversation, sacred or not, most times you need more than five or ten minutes.
It all boils down to this: it’s not the time or place for an enrollment conversation. However, it is the perfect time for something else.
Doing the Two-Step
That something else is the two-step. Which means don’t enroll them into a paid session. You can easily, within five to ten minutes, find out enough about your potential client to invite them to a deeper conversation.
In the second conversation you can do the full-effect sacred selling conversation, with no interruptions, plenty of time, and the temperature comfortable.
Ahh… much more spacious. And this leads to a (nearly) universal rule in selling from the heart.
Slow Down
In nearly every case where people of good hearts and good intentions find selling uncomfortable, it’s rarely the selling itself that is wrong. It’s the pace.
You can slow down in many different ways, whether it’s the two-step, or simply taking a breath and remembering your heart before you answer.
Strangely enough, slowing down, giving space actually speeds up the process, because you and your potential client end up in sync with each other.
Try it. What are some ways you can imagine slowing down the sales conversation, and how it could all turn out better?
10 Responses
Hi Mark,
I’ve always found networking events to be on the bizarre side — at least the way most folks work them. People looking for business all flood into a room with other folks looking for business and then try to sell each other with boring pitches. Got a funny smell and taste.
Once I stopped following that model – and created a different, dynamic one – it changed everything. Because I’m an inspirational rebel at heart and soul, I had to challenge this dehumanizing, Simon Says practice.
You are right on to suggest saving the sacred conversation for a sacred time.
Thx, G.
Giulietta- they can be strange, eh? Glad you found your way! So important…
Mark,
I just want to say to everyone reading this blog that the material from The Sacred Selling seminar was a game-changer for my business. That course gave me such clear perspective on how to handle what to me, is the probably the most uncomfortable part of being in business. I can truly say that the sales conversation is now pain and drama-free.
Your suggestion of scheduling time to have a deeper conversation with the people you meet at networking events is something I started doing recently and it takes so much pressure off the situation and usually leads to the person becoming a client.
More ease and flow…who doesn’t love that!
with love and gratitude-
cathy
Cathy- so grateful for you sharing your experience! Lifts my heart to read that. I love thinking of you easily enrolling lots of clients. 🙂
Ahhh, networking… Such a weird, weird thing. It’s all about building relationships, and yet people don’t naturally build relationships the way networking events seem to require.
I think you’re right on here, Mark, in that the event itself isn’t the place to actually enroll a client. I’d also say that it may not even be the right place to meet potential clients.
I think networking is far, far more about meeting potential referral partners. Sure, you can occasionally meet someone who turns out to be your next perfect client. But … you’re much more likely to meet people who share your market and whom you can engage with to help each other AND help your clients.
I could go on and on (and I do, in articles and other resources on my website) – but I’ll stop there!
Thanks – as always – for a thought-provoking post, Mark.
Grace- I totally agree with you- that is much more likely, to meet potential referrers. And that’s an equally sacred conversation to have, eh?
Doing the two step seems to be more effective than enrolling your clients to a networking event. I’ve been to a lot of networking event and I can relate to the awkwardness of the surrounding.
You really hit a bone there mark…
Thanks, Richard- it’s so true, eh?
I absolutely agree. These types of events are always a little awkward and “manufactured” feeling. For one thing, you need to connect with potential clients on a personal level by acknowledging this inherent uneasiness. It’s not the time to go into your sales pitch – it’s the time to make connections with other human beings who you might be able to make business with in the future!
Hey Mark,
I’ve been lingering in the background for your blog for a while reading, but this is the first time I’m commenting. After I finished my MBA program I was unemployed for quite a while and I spent an ridiculous amount of time at networking events hoping to find a job. I think part of trying to sell somebody at a networking event is that it can come across tactless. When people come to every event seeking to get something from each person they talk to it really doesn’t make anybody want to do business with them. I had an experience in LA that I will never forget. There was a woman at an event who walked up to me and “said, oh yeah I’ve already met you last time” and walked away because I apparently wasn’t important enough to her to talk to. It’s likely even if I had an opportunity to business with somebody like that I never would because of the impression they’ve made on me. Really loving what your message is all about .
-Srini