Networking is one of the least expensive forms of advertising there is and it can be one of the most effective forms of advertising. Getting a referral from a colleague, friend or business associate is invaluable.



Networking takes a lot of work because there will be some people you network with that will be unproductive for you. You need to expect that. The key to networking is developing relationships so that people are comfortable referring business to you. There is nothing more embarrassing to a referrer of business if they disappoint who they referred business to.

The hard truth is these relationships take time to develop. Just joining a Chamber of Commerce and going to occasional events is not going to cut it. If you go to Chamber events, you have to pick out people who are in your sphere of influence and consistently meet with them outside of the Chamber events.

One organization to join that actually instills the discipline needed to build relationships is BNI (Business Networking International). This organization forms groups that are non-competitive to one another and through a disciplined format helps you establish relationships within your sphere of influence. This means developing relationships with people from businesses where cross referral relationships can develop.

For example a real estate broker, a lawyer, and a mortgage broker is an example of a sphere of influence. Each one of those professions can refer to the other. It may start with a real estate broker who sells a house. The seller needs a mortgage and so the real estate broker refers the mortgage broker. Either the buyer or seller may need an attorney so the real estate broker refers an attorney.

As you can guess, these relationships are key and will bring you more business!