Networking Article On The Month
By: Jonathan P. Rich


This month we bring you some thoughts on networking from Jonathan P. Rich. Jonathan is an extremely active Networker in the greater Los Angeles area.  When not Networking Jonathan is busy running his two business, specializing in Promotional Items and Binders.

Seeking the group that is best for you?  Consider these points:

Relationship marketing -- building a successful network

 

People who are desperate for a sale will not work to develop the relationship; they will not display the consistency nor the follow-up - so important in showing your stability in business and reliability of service. To re-focus our vision for the next decade - it is absolutely essential that you determine the demographics of the market.  Not just the people you want but the people who are buying your product or service.  This is the selection process.  Unless you're a mass merchandiser, you want to qualify your customer base to get the quality you seek rather than volume or quantity.  In essence: think strategy.

Lead generation is essential in any business.  Some people place fishbowls in an exhibit space to collect cards in drawing for a television set.  Do these people put their cards in the bowl because of an interest in your product or service?  Or, because they want to win a TV set?

Tip:  when you establish a lead generation program, think it out.  Your time is valuable - time is an irreplaceable resource!  Lead generation giveaways are a waste of another valuable resource: money!  Remember - never giveaway that which you sell as an inducement to buy it.  By giving it away you establish its true value.

If you select your client/customer rather than their selecting you, you will reduce the number of false leads (non-performers, tire-kickers, lookie-lou's, freebie-collectors, etc.) you get. Instead - go after the good prospects - those who have a need for your product or service. Whether by their inquiry or those prospects you have targeted in your demographics survey, they are in your front line as customers.
Building relationships is vital to all successful businesses today!

Tips for successful networking

Remember- all things being equal, people prefer to do business with people they know.  so keep building those relationships!


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Last modified: November 08, 2002