While satisfied customers may be your best sales force,
that doesn't mean they're the only sales force. There are
lots of other people out there who can send business your
way if you make the effort to network with them and make it
worth their while.


The concept of networking and word-of-mouth marketing is a
very hot topic in business today for one simple reason: So
many people are starting small businesses that need to find
other businesses they can work with for mutual benefit.
That's why you will find no shortage of business,
professional or service organizations through which you can
meet other people. The key is to pick them wisely, choose
only one for a few organizations that will be good for
business networking and ignore the rest. Otherwise you'll
be spending all your time meeting and socializing and not
working. Marketing without producing is another surefire
formula for bankruptcy.


How do you decide whether or not to join an organization or
go to its social functions?  Let's ask another question " Am
I likely to meet people there who will buy from me or refer
customers to me? " If the answer is no, don't go unless you
have some other reason for going.


The world is full of professional joiners who never met an
organization they didn't like. They go to all the meetings.
They hold offices and serve on committees and boards, and
since they do all that free work, the organizations love
them. Nothing wrong with that. It's just that when you run
a solo business you can't delegate your work to others
while you go out and play social butterfly. Your networking
time needs to be marketing time. This means putting
yourself in front of customers or people who will send
customers your way. With that in mind here are six guidelines 
for networking with others mutual gain.


# 1. Look for businesses that complement yours to network
with. for example, put a tax accountant, financial planner,
estate planning attorney, stockbroker and insurance agent
together and you have five people who can refer customers
to each other endlessly. Similarly, a wedding photographer
would find it profitable to network with caterers,
jewelers, bridal consultants, florists, churches,
synagogues and reception halls. When a customer buys from
you, what other products and services is he likely to want
or need? Those are the type of businesses that would be
excellent ones for you to network with.


# 2. Competitors can also be an excellent networking
opportunity. Just because you go head to head with other
businesses doesn't mean that you can't work together
sometimes for mutual gain. Have you ever noticed how one
airline will book you on another carrier if it doesn't have
a flight to the destination or at the time you want?
Airlines have an agreement whereby they book business for
each other in return for compensation. You may find it
useful to work out such an agreement with some of your
competitors. Or you may have an informal agreement whereby
you refer one of your competitors to customers for no pay.
I frequently refer other speakers to potential clients if I
can't do a date or provide the kind of service at the price
the client wants. Other speakers do the same for me as well.


# 3. Before going to a networking function, prepare in
advance. Bring plenty of business cards. If you want to be
remembered, have your picture printed on your business
cards and do something with your name tags that will
attract attention. Also before going compose and memorize a
brief memorable statement and unique sales proposition when
writing the description. For example - if I were going to a
networking function my description would be" I like to work
smarter through my books, tapes and seminars. My latest
work is focused on teaching people how to become
financially independent working in a one person home based
business. I know first hand that it can be done and I want
others to profit from what I have learned."


# 4. Once you get to the meeting make good use of your time.
Arrive early and leave late. That way you'll meet more
people. Don't stand around and wait for others to come to
you. Act like a gracious host. Go up and introduce yourself
to others. Find out what they sell and what type of people
they want to connect with. If that's not you, do you know
others who might be of some help to them? If so , pass
their names along. Encourage others to tell you about their
businesses and you will be remembered as a brilliant
conversationalist. If you know someone who might be a
potential customer for them, pass the information along.
After you learn about their work, be sure to deliver the
short message about your business to everyone you meet.
Exchange business cards and write anything you need to
remember about them on the back of their cards. Don't be
abrupt, but try not to spend more then 10 minutes with any
person. Remember you are there to market your business and
to help others. The more people you meet the more chances
of forming a few good profitable relationships.


# 5. Be sure to ask for leads and referrals. That's why
you're there. After describing your business to someone
ask" who do you know - who? " and describe your typical
customer. It might be that person or you remind him/her of
some one who could be your next big customer. As you get
leads, write them down and follow up fast as possible.


# 6. Always remember the Great Law of Life: (What  goes
around comes around.) If you want to get referrals you need
to give referrals. Reciprocity is the basis for all good
relationships and it's especially true in business. When
someone sends a customer to you, acknowledge it with at
least a thank you note. A small gift is even better and
sending him/her a customer is better yet. Keep in touch
with those you network with. If you see an article or item
of interest to them clip it out or fax it to them.


Finally, When you refer a customer to a business make 
sure it's a quality business. If The customer gets poor
treatment, it's going to reflect poorly on you. 

Steven Boaze, Chairman, is The Owner of Boaze.com 
Corporate Web Solutions. Steven is the Author of 
two successful Books, thousands of articles featured 
in radio, magazines newspapers and trade journals. 
Steven has 25 years experience in journalism, copywriting, 
certified Web Developer. http://www.copywriteplus.com
http://www.boaze.com  Copyright © 1998-2005 Boaze.com