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Guest post by: Cheryl A. Clausen Become an Author

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No matter what business you’re in no matter what you’re selling there is one sales tool you must know how to take advantage of. That tool is networking. The problem is far too many business owners, entrepreneurs, and even sales professionals treat it like a social event rather than the serious sales tool it should be.

Networking is serious business. Don’t plan on attending networking functions without a clear objective for the event and an impactful core marketing message that filters for your ideal potential clients. Your message should be strong enough to not only get the attention of the right people it should get their interest too.

Unless your target market is other sales people, you’ll soon discover many Chamber of Commerce networking events are full of people just like you. That is people looking for business not people looking to give business. However, the Chamber of Commerce can be a great place to test your core marketing message and get some general practice.

Your objective for every networking function is to open a connection with a specific number of potential clients. Don’t settle for a hand-shake and nice to meet you. Come prepared with a value added offer that will immediately take your introductory connection to the next level and expand on it extending your relationship.

You’ll meet potential clients who are looking to act now. When that happens be prepared with a recommendation for next steps. In all cases be prepared with both now and later options. This enables you to build on the connection you’ve just made and start a relationship.

Never think of networking as a one-time event. If you do you’re missing a lot of opportunities. To get the most value from your networking efforts those people need to get to know you.

Once you make the connection have an on-going nurture marketing program to move strangers through the stages of buyer readiness. When you touch them once you’re quickly out of mind. When you stay in touch continually adding value you’re building a relationship that will lead to business.

Network like a pro not a rookie. A pro understands networking isn’t a selling opportunity. Your objective when it comes to networking is to: open a connection, learn as much about the other person as appropriate, and find out how you can help the other person. If you aren’t willing to give you can’t expect to take in a networking relationship.

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