Everyone at traditional networking events is there to sell, not buy. That makes typical in-person networking inefficient despite its relationship-building potential. Here’s the modern approach.
The Solution: Social Selling
Rather than cold calling or aggressive prospecting, social selling offers a structured approach to nurturing leads, building relationships, and having conversations that result in desired outcomes, through social platforms.
Six-Step Social Selling Process
1. Identify Prospects
Add prospect companies to your CRM. Know who you’re targeting.
2. Connect on LinkedIn
Find key contacts and connect without immediate outreach. Let them see you exist first.
3. Share Relevant Content
Post case studies and demonstrate industry knowledge. Show expertise before asking for anything.
4. Engage Regularly
Comment meaningfully on prospects’ posts. Be visible, be helpful.
5. Warm Up the Lead
Build credibility before direct contact. The relationship starts before the first message.
6. Make Initial Contact
Send light-touch introduction messages. By now, they recognize your name.
Hunting vs. Farming
Balance aggressive prospecting (“hunting”) with relationship cultivation (“farming”).
Activity metrics that work:
- 100 prospects added weekly
- 10 LinkedIn messages daily
Supporting Materials
Success requires:
- Case study decks
- Sales scripts
- Fresh website content
- Consistent social activity
- Retargeting advertisements
The Bottom Line
Effective networking prioritizes relationship-building and value provision over transactional sales tactics.
The old way: show up, hand out cards, hope for the best.
The new way: build relationships systematically, then convert them when the timing is right.