Meet & Potatoes

In a perfect selling world, you'd collect a few major clients who would remain loyal forever and whose needs would never change. You'd rarely have to look for new business. Sounds great, except that in the real world, you have to consistently find ways to get new customers. In other words, you've got to network.

Some entrepreneurs dread networking because it forces them to go outside their safe, familiar circle of contacts. But the truth is, most of your potential business lies outside your comfort zone.

A few years ago, I began hosting a radio show--and then a TV program--where I interviewed guests from the highest levels of business, entertainment, sports and science. My objective wasn't to become a famous media personality, but to meet a whole new set of contacts. It worked, and I'm now collaborating with several of the people I met. Of course, you don't have to produce a TV show to expand your networking circle. Here are some other ideas:

• Keep in touch. Handwrite and send 10 letters a day. All you need is one sentence: "Thought you'd enjoy the enclosed" or "Thanks for your help." People like the personal touch.

• Meet at least one new person every day, either on the phone or in person. Attend events where at least 50 people will be in attendance. Then, whatever you do, don't spend all your time with people you already know. Mingle and make new acquaintances.

• Don't try to meet everyone in the room. Pick three powerful people and get as much as you can from them. Jim McCann of 1-800-FLOWERS once told me he'd rather connect with one or two interesting people than try to meet everyone at an event. Making a few qualified contacts is much better than collecting 50 business cards.

• Listen first, talk later. You aren't learning anything if you're talking. When you meet contacts, ask questions. Find out who they are, what they do and what their interests are. Then decide whether they're qualified enough for you to pursue the conversation.

• Use your current contacts to get new ones. People who are satisfied with your product and service are the best kind of advertising you'll ever find. Ask them if they know of anybody else who could benefit from your product or service. If you believe in not only the value of what you're selling, but also your value as a salesperson, then you have the right to ask.

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It doesn't matter how you network. What matters is your goal: Don't just find more customers; find the customers who will benefit most from what you offer and form strong, solid relationships with them. After all, that's what networking is all about.

Top-rated sales, management and motivation speaker Barry Farber (www.barryfarber.com) is the author ofThe 12 Clichés of Selling.