Network Intelligence Survey: Relationships Drive Sales Success, But Obstacles Keep Sellers From Making The Most of Them

Being a research nerd, I love a good survey as much as anybody. But being a product marketer, I’m single-mindedly obsessed with understanding how to help people solve problems. 

So I was thrilled to partner with my colleagues here at Connect The Dots on a survey digging into what sellers think about their professional networks and how they feel about their ability to make the most of them.

More than 350 salespeople filled out our survey, which ran in November of 2021. 

The takeaways were enlightening and sometimes surprising.

Here are some of the most important things we learned:

Sellers think their networks are great, but their ability to tap into them isn’t

We learned that while sellers generally think they have good professional networks, the majority agree that keeping up with contacts and making effective use of relationships to drive sales is a challenge.

• Just 11% said their network needs work
• 59% said their networks are strong, outstanding, or top 5%
• 70% said it’s somewhat to very hard to sort through their network and connect the dots

Just keeping up with contacts is a big challenge

Sellers agreed that it’s not easy to stay in touch with contacts by email, and that job changes—both for themselves and their connections—are a big reason why.

• 66% said it would be painful to find current email addresses for everyone in their network
• 72% reported that they lost valuable contacts and had to start from scratch
• When they lose contacts, 73% said it was because of people changing jobs or from losing access to email or CRM from a previous job.
  

Warm introduction requests are a trouble spot and an opportunity 

Sellers reported big challenges when they ask for warm introductions, but that better ways to request them would have a big impact. 

• 40% reported that it would be very painful to see who their coworkers know that they don’t.
• 40% said they frequently ask for introductions from people who don’t who don’t know the person they’re trying to reach
• 57% said that if they an easier way to leverage their network and get warm introductions, that it would help a lot or be transformative

Strong networks drive career and performance success

Respondents strongly agreed that when sellers have strong connections and can use them effectively, it makes a difference.

• 90% said that it’s valuable when job candidates have connections to prospective buyers and team members
• 58% of respondents said the best deals come from warm connections or their existing networks