"How to Network and
Back Sell"
by Gerry Rose, Integrity Networking Solutions, Business Consultant

You have been invited to a networking event.  Maybe it is an evening mixer, or a breakfast meeting at the local chamber of commerce.  On the other hand, possibly you attend a street faire with vendors who are your target market.  What are the steps to turn casual meetings into customers?  Or what about strategic alliances?  Understanding the principle steps to “Back Selling” is the key.

Very simply, Back Selling is the art of selling to someone who wants to sell you on his or her product or service.  If done gracefully, this method can be an affordable way to find strategic alliances and new prospects.  You must use finesse, however, to be successful.  The most important thing is not to upset your potential customer or alliance.

The finesse comes into play when we understand the circumstances.  You are at an event.  Members of the host organization paid for a display table at the event.  Members, paying their way into the event, are interested in socializing, meeting strategic alliances, or finding prospects.  This is your first time attending this event with this group of people. Proceed with caution.

The members or vendors have paid for booth space or membership.  Often we are guests.  Respect their reason for being there.  Their reason for being there is to sell their product or service.  When approaching them be sure to ask an open-ended question that gives the vendors an unending opportunity to explain why they are attend this event.  A question such as, "How can you help me with your product or service?"  Be courteous.  Listen with the intent of becoming a strategic alliance.   Figure out how you and your company can help this vendor.  At the same time, understand how they might help you.  Stop short of going into any detail as to how they might help you at the event.  This is a very important point.  Often I find people in this situation attempting to sell. Sometimes they try to setup a strategic alliance at the event. This is the wrong time and place to do either.  The purpose of this interaction is to find out if you might be able to help them and start to develop a business relationship.  The next and final step of this phase is to agree to follow up by telephone in the next few days.  Be sure to take a business card with all the needed contact information.  You might also ask when would be a good time to contact them by telephone.  Thank them for their time.  Reassure them that you will call soon.

Call within the next 48 to 72 hours.  Remind the vendor of meeting them at the event.  Also, remind them of your desire to help them.  You are looking to align yourself with them to help them grow their business.  Set a time and place to meet for lunch or coffee.  Let them know how much time you need to show them what you offer.  Find out from them how long they need to show you their offer.  Make it clear that this is not a sales call.  Be clear that you are not trying to sell them on anything other than helping them grow their business.  Let them know you will take only 10 minutes of their time.  Keep you word, 10 minutes.

When meeting, allow your new associate the opportunity first to explain their product or service.  They should also give you the opportunity to explain what you do.  If there is a fit, decide to meet again.  The next meeting will allow you to explore ways to help each of you grow your businesses.