SALES
By Ira Koretsky
I
n 2002, I started my business and started net- networkers know their target audiences. During
working like never before, attending some 20 my travels, I ask workshop participants and clients,
events per week, which quickly became exhaust- “Do you have an ideal client profile?” It no longer
ing. surprises me when most people respond with “No.”
An Ideal Client Profile (ICP) spells out the specific
After analyzing the events versus success, the clear characteristics of a prospect that would most likely
trend was that I went to too many of the wrong buy from you. A short list of examples include:
events. Together with the preparation, follow up, professional services, $15 to $50MM revenue,
and meetings, I was misdirecting my own energy >250 employees, in business at least five years,
from the prospects and events that mattered. located in north east, and in the financial sector.
Obvious, right? It took a lot of frustration to
make me realize that my lack of success was due Marketing should have a standard ICP that spells
to my random and unstructured approach to out each of the characteristics important to your
networking. organization. This way, the sales team pursues
only qualified leads.
Because of my analysis, I retooled my approach
and developed a deliberate process. That meant 2. Develop Your Networking Event Plan - Now
being patient and, most importantly, being ask yourself, where do the key decision makers
deliberate. Networking is all about the deliberate at these ICP organizations network? What
development of professional relationships. Just as associations and social clubs are they members
with personal dating, business dating takes time. of? Search the Internet or ask colleagues to locate
You wouldn’t expect to get married on the first events that will help you to meet them. Look for
date. The same holds true with networking. Expect opportunities throughout the week, from 7 am to
to get a signed contract only after the appropriate 7 pm. Overall, breakfast and dinner events yield
time has been spent building trust, sharing the best results.
experiences, and demonstrating capability.
3. Use a Compelling Business Story - You have
Benjamin Franklin’s said it best, “By failing to arrived at your event ready to meet your ICPs.
prepare you are preparing to fail.” Here are Since you only have a few minutes to make a
five sure-fire steps to make your networking first and lasting impression, you need to make
more focused and effective to capitalize on the most of your time. Be prepared to answer
opportunities, eliminate distractions, and increase “What do you do?” with a compelling answer
your sales success. that screams, “Wow! Tell me more.” Your answer
is a high-level, executive summary of your core
1. Develop an Ideal Client Profile - Successful business story. Commonly referred to as your
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