This article was provided by the Builder Relations Committee of the Sales and Marketing Council, which is part of the Northeast Florida Builders Association. The committee posed questions to John A. Palumbo, CEO of The Sales DNA Institute:
Q: Taking the general real estate and site agent professions into account, where do you recommend we network, both on a local and national level?
Palumbo: The best place to make this happen is your local SMC’s monthly meetings. Unfortunately, many agents don’t stretch outside of their comfort zone. They use this meeting opportunity to simply visit with their friends. I speak and visit dozens of SMCs each year and I’ll let you in on a secret – there are some power players in these groups that use SMC meetings for maximum visibility and business building opportunities.
The next best opportunities are the local builders’ conferences. This is another opportunity to hear some of the nation’s experts, rub shoulders with some of the top people in the industry, and learn what’s happening in other areas. Yes, it’ll cost you a few dollars to go and yes, it takes a little bit of our precious time, but all of these are investments in ourselves.
The International Builders’ Show is the granddaddy of them all, but if you want to get a little more intimate on a local level, the South East Builders’ Convention (SEBC) occurs each year in Orlando.
Q: What are the top three things that I can do to maximize a networking opportunity at an industry function?
Palumbo: 1. Do yourself and everyone else a favor – only pass out one business card per person. Nobody wants five of your business cards (create an air of exclusivity).
2. Always set an appointment to follow up and meet with the individual. Don’t tell them “stop by and visit me anytime” or “I’m always in the office.” The pros understand the true value of time and they don’t encourage people to just drop in and visit.
3. Set a goal to meet at least two or three new people at each event. This does not mean they will become lifelong buddies, but it takes time to meet someone, cultivate a relationship, develop trust, and show them how you will make them money. Believe me – that does not come easily.
Q: After I have met someone at a networking function, what is the best follow up approach?
Palumbo: My advice is going to seem a little archaic for most people today, but I still believe in the power of a handwritten postcard or even note card.
The ability to blend high tech and high touch becomes imperative for today’s sales professional. Emailing can be fast and efficient, but it still lacks a personal touch. If you want to make a statement about your character, start off with a handwritten note. Then move to the more high tech means of communication. Also, be sure to include these people in your holiday greeting card list and send something that makes a statement (not just something with your name stamped in it).
Networking is about making money. General real estate agents have a different way of doing business than onsite agents. I put the full responsibility on the site agent to demonstrate, educate, and motivate the general agent about how to make money in new home sales. If today’s onsite agent can cultivate just five general agents that love them and their community, those agents will bring them an endless supply of customers and sales.
A word of caution – I didn’t say five agents that like you. It will be easy to find lots of agents that like you, but finding five of them that love and trust you can take years. Once this happens, you can go from making a comfortable living to living very comfortably.
— John Palumbo has presented hundreds of speeches and seminars internationally on the science of sales and influence. He has been instrumental in restructuring the Sales DNA or thousands of individuals from small, family-run companies to large-scale developers such as Trump Grande International. He is author of Close and Grow Rich and his bestseller, What’s Your Sales DNA? Visit www.SellingOnStage.com or e-mail [email protected] for more information.