Business Networking Strategy

A HREF="http://www.entrepreneur.com/columnists/ivanmisner/archive52902.html">Ivan Misner, the Founder of BNI, together with two associates, Hazel Walker and Frank De Raffele, are currently conducting some research for a book on the difference between men and women when networking. Ivan says, "Sex is about how your body is put together. Gender is about the role you engage in daily. Male and female brains are hardwired differently.

Ask businesses how they get most of their new leads and best prospects and most will usually reply 'referrals and recommendations'. Ask them what strategy they have to maximise the flow of this new business and many will look at you blankly. Over the years I have met many business people who will spend time and money developing marketing strategies incorporating PR, advertising, cold calling, exhibiting and other routes to market, yet leave their referrals generation strategy to chance. The common response is "I let my customers refer me".