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Moving From Networking to Selling

Networking can be key to creating sales opportunities. Here's how to make the moves.

This story appears in the November 2004 issue of Entrepreneur. Subscribe »

There's nothing wrong with networking. owners, no matter how busy they are, should do it everywhere, all the time. But one of the to network is through "bridging," a strategy that helps you build a foundation of contacts sure to provide you with opportunities now and in the future.

What is bridging? It's connecting two people who have potential value to each other and having that, eventually, the bridge will lead back to you. For example, I set up a phone meeting between the president of a large business and the vice president of a national media company. I brought two of my key contacts together because I knew they could help advance each other's and, in the end, help me with my business goals as well.

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