Art of Networking
Networking Your Way into Big Companies
by Jill Konrath

People from big companies rarely attend local networking events. They simply don't have the time to spend with others who are irrelevant to their career. Instead they invest in intra-company networking with their peers in other divisions or in related functions, such as marketing, manufacturing, or customer service.

So if corporate decision makers never show up at the events you attend, does that mean it's a waste of time for you to go to these functions? It does if you spend all your time chitchatting while you're there. On the other hand, you can get your act together and be smart about it.

Here are five tips to help you crack into corporate accounts:

1. Clarify your target market and value proposition: It's highly likely that your product or service fits better in certain big companies than others. For example, my specialty is sales, but not all sales organizations are a good fit for me. I only work in the business-to-business arena on complex sales requiring multiple calls. I do zero work in business-to-consumer sales. That's important for people to know or else they'll try to hook me up with the wrong contacts or companies.

Be able to clearly articulate your value proposition. What are your decision makers struggling with? How do you help them improve their operations or reach their goals?

When you narrow the playing field down to those areas in business where you make a difference, your networking success skyrockets. Try to be all things to all people and no one will give you a referral into a big company.

2. Focus in on specific opportunities: When you attend a networking event, focus ahead of time on the type of person you'd like to meet. What company are they from? What position do they hold? What problems are they having?

"Most of our new business comes through sales and marketing consultants who introduce us to their clients," says the CEO of a software services provider. "So I network to meet these potential business partners and then invest time getting to know them."

Be willing to state what you're looking for explicitly. You'll be amazed at the difference it makes.

Several months ago I decided that Pitney Bowes could use my services. Because I knew it would be difficult to find the right contacts, I decided to write a series of articles for my e-newsletter about the multiple gyrations I went through to get my foot in the door.

I mentioned this idea to a few business associations. Believe it or not, within a week I was given the names of two excellent contacts in the Pitney Bowes sales organization. I was dumbfounded - and a good story concept was ruined!

3. Leverage your existing contacts: That's right. As my previous example shows, the people you know may have connections to a contact that's perfect for you. Don't wait for serendipity. Start talking to your friends, family, and colleagues right now.

Judy, the president of a search firm, recently started doing business with a large manufacturer. How did she get in? She emailed her cousin (a sales rep) about a promotion her firm was offering. He personally introduced her to key decision makers in one of his own accounts. Because the cousin was so respected by these people, she got the business. Now she's in the process of replicating this networking success with a high school classmate with whom she recently reconnected.

"In both circumstances I hesitated to ask for the introduction. I assumed my contacts wouldn't want to be bothered," said Judy. "My assumptions were incorrect. They were pleased to do it."

4. Build value in relationships: To be successful in networking, you have to give, give, give. That's right. You have to be willing to help the other person out if want to be helped in return. Next time you meet someone, look for ways to add value.

While flying to Florida, Curt sat next to a man who was interviewing for a VP position at a major financial institution. As a business coach, Curt often helped his clients interview prospective new hires. For much of the flight, he coached the guy on how to bring out his strengths during the interview process. Two weeks later he got a phone call from this very same man. He'd landed the job at the bank and his first priority was to hire Curt to work with his sales organization.

That's right. You have to pay it up front in networking. It doesn't have to be a huge payment; just something that shows you're willing to help out.

5. Go where your decision makers go: Jesse James robbed banks because that's where the money was. The same thing holds true for effective networking. If buyers from a big company aren't in attendance, it's hard to meet them.

So where do corporate decision makers go? Conferences and trade shows in their particular markets or industry segments are your best bets. These functions cost more to attend and frequently require travel, but the payback is often well worth it.

"Since my ideal clients are specialty retail chains, last year I attended their national conference," said Kelley, an expert in retail growth strategies. "I made a few contacts and one of them turned into a lucrative account. Since then, I've stopped going to typical networking events and right now I'm on track to double my business this year!"

If you don't know which events your targeted decision makers attend, just ask them. Find out which ones they think are worthwhile. Research these options to determine which provide the best opportunities for you to meet corporate decision makers. Then sign yourself up to attend the next one!

In summary, to be successful at networking your way into big companies, you need to be savvy. Don't just keep going to those local networking events hoping to bump into Mr. or Ms. Corporate Bigshot. Instead, get your act together and do your networking mindfully. That's when you'll really start to see results.

Jill Konrath, author of Selling to Big Companies, helps sellers crack into corporate accounts and win big contracts. To download two chapters of her new book, visit www.sellingtobigcompanies.com. Sign up for her e-newsletter and get a free Sales Call Planning Guide ($19.95 value) when you subscribe.