Some salespeople swear by networking. They hang their hat on it as their primary sales technique. They go to every networking event they can find hoping to run into a few key decision-makers. Here’s the scenario:

They attend an event with 100 people, where there may be 10 good candidates. From this event, they usually walk away with zero meetings and maybe a few people to call about future meetings. From all those handshakes, one might be a real prospect. In those three hours, all they accomplished was marketing the organization and possibly setting one future meeting.

That same three hours on the phone has much more potential. Imagine how many people could be called and connected within three hours. Even if a large percentage of calls resulted in voicemails, all calls can be directed to a decision-maker in a target client company.

Conservatively, a cold-calling session could achieve 12 phone meetings and two or three prospect meetings. If they are all pre-qualified, those meetings are likely to result in new business.

In most cases, phone calls are the sales technique that yields far better results.

I’m not suggesting you stop networking. Your networks make you powerful. However, I am suggesting that you network better. Here’s how:

1. Network selectively. No more than 10% of your time should be spent networking. If you are in professional services and have to deliver, it should be no more than 5% in order to allow enough time to get on the phone to properly fill the pipeline and to attend meetings with prospects.

2. Network strategically. Stop spending time networking in the wrong places. Do not go to a networking event unless the majority of the people there are targeted prospects. And stop going to events consisting of a bunch of other salespeople.

Take a look at the networking events you attend regularly, and determine how much time you spend there. How many new prospects and new clients have you pulled from those events?

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    Howard Shore

    Howard Shore is a business growth expert who works with companies that want to maximize their growth potential by improving strategy, enhancing their knowledge, and improving motivation. To learn more about him or his firm please visit his website at or contact Howard Shore at (305) 722-7216 or

    3 Responses to “Why Phone Calls Are Better Sales Techniques Than Handshakes”

    1. Candice Anderson says:

      Having phone calls with your clients or customers is more effective as it is more personalize and it is a way to build your relationship with them. Better yet to know their interest and even know negative feedback that can help you improve.

      Candice Anderson
      Open Source POS

    2. Pino Catania says:

      Good take on one of the many sides of communicating with your prospects and customers.
      There are of course pros and cons in each communication channel but as you state, if done properly with pre-qualified leads, phone calls are a necessary part of any sales person’s toolkit.
      Pino Catania recently posted…Top 3 Reasons Deals Fall ApartMy Profile

    3. I agree that many networking events are a waste and filled with other salespeople trying to accomplish the same thing as you. 10% sounds like a good number / rule of thumb to go by.

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