Has Networking Replaced Traditional Sales & Marketing ?

Over the last decade there has been a hugh growth in networks of all kinds.

Online networks like Linkedin, Facebook and Twitter have provided an easy way to connect with friends and colleagues, spurred by the greater availability of broadand internet and smartphones.

Offline networks, like Chambers of Commerce, BNI, and many others offer the opportunity to network over breakfast, lunch, or evening snacks, with like-minded business people eager to make similar contacts.

It has been argued that the availability of such networks means that traditional sales and marketing is no longer necessary - because now the customer has the tools to seek out the right suppliers to serve their needs. The customer will lead the contact-making process, whilst suppliers need only wait to be contacted, provided their information and details are widely available. True or false ?

What Business Networks Offer

The current generation of business networks are like modern-day learned societies and institiutes. They are places where business people can meet, chat, exchange viewpoints and ideas, meet suppliers, conduct research, and discuss current practices. They serve a useful and important role.

But they are not primarily involved in business generation. That is an activity left to individual members to conduct themselves, in their own preferred way. Yes, a network may sometimes generate a referral for its members, but to rely soley on that route for business generation would be very risky.

Sales & Marketing is still Key

Networking offers business owners a useful toolkit to support their business, but it doesn't replace the need for business owners to have and operate their own Business Development processes, selecting from the myraid of marketing, sales, and customer service techniques, just the right ones to ensure their business survival and future growth. This is particularly important in the present Low Growth economy, where the fight for sales becomes ever more competitive.
 
Regards

George Montgomery

GBS Group - Business Development Consultants

http://www.gbs-group.co.uk