Here is a question to ask as you conclude every sales or research call you make: 

“Who else should I connect with to better understand this situation?”

Why is this such an important question? Because almost all salespeople and relationship managers need to be excellent network builders. Networking is a critical skill, and not necessarily an easy one. In our post-covid sales environment, many of us are seeing customers face-to-face less often. Some of us are attending fewer conferences and trade shows. This means we are meeting fewer people and missing networking opportunities. 

What makes the question, “Who else should I connect with to better understand this situation?” effective is the genuine intent to understand something better. That is an honorable pursuit. We all know people who move ahead with insufficient level of knowledge. Gaining additional perspective leads to a more fruitful and appropriate solution recommendation. 

The outcome would be very different if the question was, “Who else should I try to sell something to?” Another less effective question would be, “Is there anyone else I should connect with?” 

So, when might this high-value question be less applicable? 

• The opportunity is so small that it doesn’t require or deserve more of your time
• You already have enough contacts and coaches to be successful and your knowledge of the situation is strong

This question often leads to warm introductions to people who have important knowledge of a company or situation. When we follow up with these referrals by taking an interest in them and asking for their valuable perspective, we represent ourselves well. If we can uncover possible ways to help them, we are well on our way to developing another coach.