One compliant that I frequently hear is that there aren't enough decision makers at such and such event. This is often followed by a complaint about there being too many sales people.

Depending on the caliber of sales people at a particular event this can be a valid complaint. The naive sales person frequently thinks that a networking venue is a sales venue, and will try to sell at the event. It's these folks that probably keep a lot of executives away from certain networking events.

Fortunately not all sales people act like this. In fact a true sales professional if treated properly can create far more opportunities than these supposed decision makers that everyone is looking for. Think about it. Let's say you run into the CEO of your ideal prospective company at a networking event. What are you going to do? Too many suddenly become that sleazy sales person we just identified in the last paragraph. Some impression you just made. How likely is it that you're going to now get their business and some referrals to their peers? That's what I thought.

Now let's take a look at the high quality sales professional you just met at the same event. How many decision makers do they have real relationships with? [Hint: It's probably more than the CEO we just met]. If this is a true professional they also know a TON about the decision maker's company as well. In fact, there's a good chance they have a better idea of whether or not that organization is a good candidate for your product or service than you do!

Obviously this is an oversimplified example, but I think it's a relatively common scenario. So, who's the better contact? The decision maker or the sales professional?

Now I'm a pretty good sales guy myself, but it's far more powerful to have somebody refer/sell me to a decision maker than for me to sell myself in a chance encounter. And who better to sell the value of me and my solutions than a good sales professional who already has a well established relationship?

Far too many people overlook the incredible value that a good sales professional can bring. The best part is it's really easy to get their attention, and get them to want to help you. Bring them deals! These are professionals and they should be able to easily articulate what kind of opportunities they're looking for. All you have to do is ask, and they'll tell you. Now go out and help them find it. Build a strategic relationship and you'll be amazed at the number of opportunities they have the ability to create for you.

Think about this before you write off yet another sales professional at the next event you attend.

Happy Networking!

-Scott Ingram
NetworkInAustin.com