Building Your Sales Network Through Change

Change is not synonymous with starting over. However, many sales people regard a change in jobs, company structure, client company structure, or client contacts as a total reset. Starting from scratch is rarely necessary when a sales person actively nurtures their sales network. Top sales performers know that change in their sales world can be leveraged into future opportunities.

I noticed an obvious example of a sales network befitting from change in Leidos' hiring of Gen. Michael R. Boera as a Strategic Account Executive. There is a clear link in how General Boera’s background can be leveraged to strengthen the customer relationship. Everyone wins; Leidos gains new insights and contacts, General Boera can start his new role with a pre-established network, and the Air Force has a trusted representative that understands their needs.

Salespeople should evaluate every change for a strategic advantage even if the connections are not as obvious as this example. If you take steps before the inevitable change takes place, you can continue to “sell” your former contact but only if you start early.

The first step in selling former contacts is mental. Before they become “formers,” you must look upon them as something more than a signature on the contract. Change your view of them from being a potential obstacle that has to be overcome in making a sale to a partner in making the sale.

Face the fact that without them, making the sale is going to be significantly more difficult. Once you see your contact as a partner, he will also come to view you as a partner. Note that you don’t have to become social friends, but rather partners in doing business.

Tell your contact early on that you want to continue doing business regardless of the inevitable changes that are occurring in the business world. In most instances he will ask you what you mean. This type of conversation can lead to useful and potentially lucrative information.

The people you know and your experience with clients does not reset due to changes. It simply means that your interaction might need to be reconfigured to suit a modified environment.