What Everyone Can Learn from Sales
We’ve all encountered good salespeople and bad salespeople. The bad ones jump straight into a pitch without understanding what you need, making the interaction feel transactional and pushy. The good ones, however, take the time to get to know you. They ask questions, listen, and understand your needs before they offer a solution.
The same principles can be applied to networking. Instead of thinking of networking as "selling yourself" by immediately talking about your skills and asking for help, approach it the way a great salesperson would – by focusing on building relationships and understanding the other person first. Here’s how to do it effectively.
1. Build Rapport and Understand Their Needs
Good salespeople don’t begin by pitching their product; they start by building rapport and understanding the client's needs. Similarly, in networking, it’s crucial to establish a meaningful connection first. You do this by showing genuine interest in the other person’s background and challenges. Before reaching out, research their career, recent projects, or even mutual connections. This preparation shows you’re invested in learning about them, not just what they can do for you.
For example, if you’re connecting with a UX director, you might start by mentioning a recent talk they gave or a product they worked on that you admire. Then, ask thoughtful questions to understand their challenges: “What’s been the most exciting project for you recently?” or “How are you approaching user research with your global audience?” These questions give you valuable insights into their work and can help you craft a more relevant conversation, making it easier to build rapport.
2. Customize Your “Pitch”
Once you’ve built a connection and uncovered some of their needs, you can start to tailor your message. Just as salespeople don’t use the same pitch for every client, you shouldn’t rely on a generic approach when networking. Instead, adapt your message based on what you’ve learned about their pain points. If a hiring manager mentions their team is struggling with a particular challenge that aligns with your expertise, share how your experience can address that need.
For instance, if the UX lead you’re speaking with shares difficulties in conducting cross-cultural research, you might respond with examples of how you helped previous teams overcome similar hurdles. This shows you’re not just making a cold pitch, but offering a solution that’s relevant to their world.
3. Follow Through
Good salespeople always follow up and keep the relationship going after the initial conversation, and this is just as important in networking. A simple thank-you note or sharing an insightful article based on something you discussed can keep the relationship warm. Regular, meaningful follow-ups help cultivate deeper connections over time, turning a casual conversation into a lasting professional relationship.
Conversation Starters
The next time you’re preparing to network, try starting with these conversation openers:
“I noticed your team recently launched [project]. What was the biggest challenge in getting it off the ground?”
“I read your article on [topic], and it really resonated with me. How do you see that trend evolving in the next year?”
“I’d love to hear more about your approach to [a challenge they face]. How do you tackle that within your team?”
Networking is a dialogue, not a one-way street. What are some ways you’ve found success in starting a meaningful conversation?
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