One of the best ways to grow a business is networking.  Networking, by definition, is making use of the connections of another.  I have a leading question that I ask when speaking to groups of “Business Growers”.

It goes like this….

“When you walk into a room full of business owners, decision makers, industry peers, etc., what is your goal?”

Inevitably I get answers like…

“Make a Sale”
“Make a Contact”
“Make Connections”

All of these are good goals.  I’d like to, however, plant a different seed.  I’d like to start a paradigm shift in your thinking.
From now on, when you enter any type of network meeting, business gathering or step into any opportunity to network, I want you to ask yourself

“What would I do with that persons subscriber base, client base, sphere of influence, etc.”

A case in point.

Let’s assume I’m an insurance rep and I’m in a Chamber of Commerce luncheon.  I’m approaching every person in that meeting with an opportunity to cross-promote subscriber bases.  Let’s say I walk up to someone that owns a flower shop or a bakery.  I’d first build a little rapport and then move on to specifically why I came to the luncheon.  I would explain that I just launched a 12 month “12 business” cross promotion.

I’d explain to the flower shop owner, or the baker, that each month I’m going to send out a recommended “Local Business of the Month” in my monthly newsletter to all my clients.  I would explain that I’m looking for 12 different businesses that would like to cross-promote with me and be included in my newsletter with a short profile of their business.  They usually become very interested in the “Free” publicity and a friend and a business contact is made.  I explain that what I’m looking for in return is just a small space on their counter to set my business cards on during the month I run their “Biography” in my newsletter.

The key here is that I’m not looking at the flower shop owner to sell THEM insurance, I want to sell ALL THEIR CUSTOMERS !!!

I want access to their subscriber-base.  It’s all about subscriber base.

Amazon.com makes Billions, why?  They have the largest on-line subscriber base in the retail sector.

Why do medium sized banks buy smaller banks?
Why do big banks buy medium sized banks?
Why do huge banks buy big banks?

IT’S ALL ABOUT subscriber base, client base, customer base.
Whoever owns the largest subscriber base, WINS.

Stop looking at people as a potential sale.  Start looking at people as a “link” to a potential subscriber base.

Here’s an outstanding resource for networking into others subscriber base without leaving home.

http://www.linkedintomarketing.com/blog/tag/linkedin-statistics

I have found this to be a great resource time and again.

Hope this helps.

-Ken
Growth Consulting for Today