How can you build your Direct Sales network if you are not a natural salesperson?

If you are not a natural salesperson, the best way to build your network is: 1. Look at existing clients and the industry type which will then help you to identify like-companies. You can then approach companies in those industries citing that your company is doing work with their competitors. 2. Search for collaboration opportunities so that you can do joint networking events or meetings leveraging other people's networks to enhance customer offerings or experience. 3. Ask for referrals from existing, happy customers who are potentially looking for solutions and reward those who are referring.

Take an example. Look as good and big as you can. Know the buying cycles and needs of your customers. Be in their space as much as possible and be close to them so that you know more and more about what they need. Now, according to your products, seek to meet those needs. Selling is really nothing but an opportunity. Don't be a salesman, but sharpen your sense of opportunity. Don't be a salesman, but be a good advisor and friend to your customers.

If you already have existing customers, take a closer look at them and try to understand what they have in common. Another approach is to categorize them into 3-5 large groups by size, industry, products they buy, etc. If you're just starting out, just sit back and think about who might be potential buyers of your products/services. Currently, you can also ask any ChatGPT using the following prompt, "I sell [DESCRIPTION OF YOUR PRODUCT/SERVICE]. Identify my best target markets in [COUNTRY / REGION]. Identify buyer personas for each market." One piece of advice - don't try to cram in every possible category and group. By spreading yourself thin, you won't succeed anywhere. Focus on 1-3 of the most interesting segments.

You can always be knowledgeable. Research ups your confidence and the prospect's confidence in you. So do your research - not only on the company/industry but on the person you are about to speak to. Nobody likes to be in pain, overworked or frustrated, and if these things hit their work productivity, image or progression. You can bet they want a solution. Look for clues online... D&I targets and the pain of meeting them? Open roles in their dept means they could be overworked, limited time, stress. Figure out the pain your solution could remedy, and ask questions that bring the conversation to your solution, without selling it. It's amazing how confidence grows when a prospect lights up. And SMILE - it's contagious!

Realize that many are trying to sell their products and services. Waterfalls of information, all sorts of tricks and advertising have long ago developed immunity in most customers. They search for information on their own. Thus relationships and trust should be built gradually, patiently, but persistently. 3-5 follow-up emails have not worked for a long time. Neither do 15 e-mails if they are without soul and similar to hundreds of others. Your potential client is not burning to buy your product, but very much wants to get rid of some headache. Understand what it is and try to help in this. Confirm their pain. Then share useful things. That will be your follow up sequence.

Retaining an existing customer is easier than winning a new one, but it's also hard work! Don't assume that customers are with you forever. Take care of them, communicate with them, show attention and care, respond to their requests. Even if you can't resolve right away, let them know you've taken notice and appreciate the feedback. On the other hand, recognize that sometimes there are clients with whom you will lose more time, effort and nerves than you will gain for your business. Try to part with them as correctly as possible, if you have them :)

If you are not a natural sales person like e.g. most engineers and technicians, I recommend you to apply a comprehensive consultative selling process and use it step by step with all necessary tools.