Hello everyone, and welcome back to the ABC of Sales! We're moving right along, and today, we land on a letter that is absolutely vital, especially for you fresh graduates stepping into this exciting world: N for Networking.
When I first started in sales, I thought networking meant attending stuffy mixers and collecting business cards. It does include that, but the real secret, the one that led to some of my biggest wins, is much more personal and proactive. It boils down to one simple idea: keep good tabs on your clients' professional movements.
The Silent Transfer
I learned this lesson early on. I had spent months nurturing a relationship with a fantastic client, let's call her Sarah, who worked at a large government-affiliated entity. She was the decision-maker for a significant portfolio, and we had built a solid, trusting partnership—the kind where she’d call me directly for advice, not just to place an order.
Then, one Monday morning, my usual email to her bounced back. Out of office indefinitely. My heart sank a little. The new contact they provided was polite but non-committal. "Oh well," I thought initially, "that's business." I started focusing on rebuilding that relationship from scratch with the new person.
But the real salesperson in me wouldn't let it go. I had invested in Sarah, and that relationship was valuable. So, I did a little digging—LinkedIn, a quiet call to a mutual acquaintance, and a quick search on the entity’s public announcements. What I discovered was fascinating. Sarah hadn't left; she had been headhunted internally to form and lead a brand-new, highly specialized section within the broader entity. It was so new that most people in the vendor world hadn't even noticed the transfer, let alone grasped its potential.
They Move, You Move
Most of my competitors were still fighting over the scraps she'd left behind in her old department. They didn't realize the gold mine was across the hall. This was my moment.
I reached out to her with a personal email: "Hi Sarah, Huge congratulations on the new role! That sounds like an incredible opportunity and a massive vote of confidence in your capabilities. I know you'll do amazing things there. When you get a moment to breathe, I'd love to hear about your new mandate and see if there are any ways I can support you."
She replied almost instantly, genuinely pleased I had noticed. And here is the key insight I want you all to take away: When a client moves, especially into a newly formed section, they are under intense pressure to prove themselves. They need quick wins and guaranteed results to justify their new position.
Naturally, they will gravitate towards the individuals who are familiar, trustworthy, and who have already delivered results for them—that's you! They are not in a mood to vet new, untested vendors. They need a partner who can immediately jump in and make them look good.
I didn't try to sell her the same old package. I spent the first meeting listening intently to the unique challenges of her newly formed section. We transitioned our existing service agreement, yes, but we also crafted an entirely new solution tailored to her specific, immediate needs. I became the trusted source that helped her launch her new section smoothly and successfully. It was a substantial deal, far bigger and more specialized than anything we’d done with her old department.
The Gentle Pause
There's one crucial caveat I also learned: If someone else is already there, give them space. If your client moves to an established department where they already have an existing, happy vendor relationship, don't barge in and try to undercut. Your time will come. Keep in touch, maintain the relationship, but focus your energy on the Sarahs of the world—the ones who are starting fresh and desperately need a proven partner to succeed.
For you fresh grads, remember this: Networking is not a one-time transaction; it’s an ongoing process of professional respect and observation. Don't mourn a client's movement; celebrate it! View it as a fresh opportunity. Because when they move, you should move with them.
What's your biggest challenge in keeping up with client movements?
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