There are several phrases that cause that reaction, and “prospecting” is one of them. Others include “target market,” “pitch,” and “always be closing.” And while there’s nothing inherently wrong about the word PROSPECT or the other phrases I mention, what’s not right about it is the mindset that some people have when doing the activity of prospecting.

In the world of network marketing and direct selling, one’s ability to attract people to the product, service, and opportunity effectively is paramount to their success.

It is how one approaches this activity that causes me concern. Allow me to ask a question: when you attend a networking event, a conference, a seminar, a Chamber event, and the like, are you hoping someone is going to ‘pitch’ to you? My guess is a resounding NO! So then, another question: why would you approach them to do a pitch? Why would you treat them like nothing more than a number? Instead of treating them like a ‘prospect,’ consider a slight twist in the word and explore together the prospect of doing business with each other. See what we did there? Explore the possibility of making things happen rather than making the individual a prospect or target. That slight change in our mindset of approaching the behavior and activity makes a huge difference in the outcome. I feel strongly that cultivating connections is the best way to determine a collaborative working relationship with others.

Success truly lies in fostering connections, diligently nurturing them with consistent follow-up, showcasing genuine care and concern, and fostering an authentic bond that paves the way for enduring, mutually rewarding relationships. When we take the time to get to know each other and what our triumphs, interests, and challenges are, then we can provide the solutions the other is seeking. If we approach networking and prospecting merely as a numbers game, it’s over before we really start.

Rather than a ‘hunting or fishing’ mentality, where we need a meal for the day, I approach networking with a ‘farming’ strategy, where we plant seeds, nurture the ground, and foster growth, all of which leads to a bountiful and ongoing harvest.

There was a lesson I learned years ago that I’d like to pass along to you. It’s the difference between the Bib and the Apron. When we sit down at the table to dine, a bib would be appropriate, as your goal is to eat, to indulge of what’s available to and for you. When you approach an event with service in mind, you wear an apron so that you can provide to others what it is that they need. Think about it — when you are networking or meeting a potential client for the first time, will you be wearing an apron with the mentality of service or wearing a bib to get what you can take for yourself? I promise you, this analogy will prove to be a great reminder of your intent when you are meeting others.

Interacting with people through networking activities serves as a compelling tool in the network marketer’s arsenal. Leveraging personal connections in this way I have describe, yields consistent fruitful results, as friends, family, and acquaintances are more likely to trust and support those they know personally. I often say ‘a strange is a friend I haven’t yet met!’ Take the time to get to know others, where they’re from, how they started in their line of work, what they like most about it, and other inquiring questions. They will open up to you because of the sincere interest you are taking in them. We were blessed with two ears and one mouth. When we use them in proportion — listening twice as much as we are speaking — we will learn so much more! My long-time mentor and friend, Bob Burg, co-author of The Go-Giver and my favorite book of his, Endless Referrals, has a saying:

No one ever walked away from you at a networking event, or hung up the phone on  you, when THEY were talking!

When you ask questions with genuine interest, demonstrating to the other person your intent to learn about them, they in turn are inspired to learn more about you. It is this approach to prospecting and networking, by cultivating connections, that I have found extremely valuable in forming enduring relationships.

In today’s digital age, social media platforms offer an expansive landscape for networking, allowing direct sellers to connect with potential customers on a global scale. Engaging in online communities, groups, and forums relevant to their niche is a beneficial way to significantly broaden one’s reach and visibility. The ‘degrees of separation’ approach to connections that LinkedIn offers is the reason I prefer that platform when identifying people with whom I would like to connect. It’s somewhat akin to the ‘Six Degrees of Kevin Bacon’ game where we see the myriad of connections we have in common with another without yet knowing them. It’s fascinating to me and is a reminder of how small the world really is, the more people we get to know.

Beyond online platforms, network marketers can also benefit from participating in industry events, trade shows, and local community gatherings. These opportunities not only facilitate face-to-face interactions, they also provide a platform to showcase products or services directly to interested individuals, and to educate them on the benefits.

However, networking alone is not enough; nurturing relationships is equally essential.

Building rapport and trust with potential customers lays the foundation for long-term loyalty and repeat business. Direct sellers and network marketers should focus on providing genuine value through personalized interactions, addressing the specific needs and preferences of their prospects.

Consistent follow-up and communication play a crucial role in relationship nurturing. By staying engaged and responsive, network marketers demonstrate their dedication to serving their customers, thereby solidifying their position as trusted advisors in their respective fields. Remember the apron vs. bib analogy?

We have already stressed that in the realm of direct selling and network marketing, converting connections into solid and genuine relationships forms the bedrock for success. Authenticity is key; it’s about listening twice as much as we speak, understanding the person behind the prospect, not just their potential as a customer. By asking those curious questions, we unravel what truly matters to them, aligning our approach with their values.

I use several tools to assist in cultivating relationships…

Integrating methodologies such as B.A.N.K. and the five love languages enhances our ability for understanding individual preferences, allowing for more personalized interactions. It’s not merely about making the sale, but rather it’s about connecting on a deeper level, resonating with what reverberates with and for the other person.

Gratitude and follow-up are paramount in the cultivation of our connections. Tools such as SendOutCards enable us to express appreciation and stay top-of-mind as relationships build and flourish. Consistent communication, rooted in genuine care, nurtures trust and loyalty over time. I often say it’s important for people to know who we are and what we do long before they or their connections need our products or services. These tactics for building and solidifying relationships ensure that we are “known before we are needed.”

In essence, successful networking isn’t about collecting numbers; it’s about developing and encouraging meaningful connections. By prioritizing authenticity, active listening, and personalized engagement, network marketers can forge lasting bonds that promote and stimulate business growth and mutual fulfillment.

In conclusion, mastering the art of cultivating connections as your method for prospecting requires a combination of networking prowess and relationship-building skills. By setting clear goals, being authentic in your interactions, and continually honing your unique strategies, network marketers pave the way for sustainable growth and success in the competitive world of direct selling. Strap on your apron! I wish you happy and fruitful prospecting.