Networking for sales professionals isn't about sizing up your prospect's wallet thickness.

People buy from people. Who they trust. Who won't jeopardize their job. Who will make them look good. And if they don't buy, will happily recommend others.

Knowing this, we'd be silly not to embrace the fact that trust-building is THE core goal of your networking activities.

Network like it's 1999 2024!

Old school networking activities like exchanging cards, asking about the kids, buying drinks, and announcing discounts still exist. They're kinda cute, though entirely our of step with modern networking techniques. Those in the know look to forge stronger relationships...friendships, if you will.

Consider the building blocks underpinning great relationships:

1. shared interests (hiking, camping, stamp collecting, cancer research)
2. sharing stories (vulnerability and overcoming obstacles, achievements)
3. active listening (hear what they say and follow up with relevant questions)
4. shared experiences (salmon fishing, gaming, marathons, horror movies, cancer battles)
5. honesty and transparency (knowing each other's real life good and bad times)

These things are just a glimpse into what real business relationships are made of. Levels above asking about the weather or worse, buying intentions. Getting to know your prospects as something other than a payday invites respect, camaraderie, and friendship.

Based on that friendship, you can expect to open new opportunities. They'll volunteer information about their needs, problems, and options. They'll even refer their other friends to you. No catch. Because your relationship with them is legitimately REAL. Because you were not sizing up how fat their wallet is. Because you gave them respect. Because you treated them fairly and authentically. Because you are able to give instead of take.

Case in point: You may have come across my posts in LinkedIn recently. If you did, you'll know I've been posting photos of landscapes and the night skies, a personal hobby. The number of views and off-line conversations this has garnered is incredible. Recently, I began placing my photos as Zoom backgrounds.

It isn't that hard to share more of you than your job, is it? Now, stop checking out their wallet and start making new friends.

The psychological reasons those older tactics are being replaced by the newer ones can be found in 12 Questions Your Prospects are Asking, Whether They Know it or Not. We've long known that our subconscious minds are looking for reasons to 'flee', and to engage. The right networking approach can make all the difference.