Networking, that is, meeting prospective clients to ultimately sell products or services is an important tool for any business person. We join clubs, attend meetings, and then freeze at the idea that we have to actually try to sell our goods and services to these new prospective friends. The question we ask ourselves is, “How do I work this group for leads?” Here is a technique you can use with any group to get your business known.

FIND A GROUP
Look in the yellow pages of your phone directory under Organizations or Associations where you will find dozens of references to groups that meet on a regular basis. For example, the Rotary, Kiwanis, Bankers, Real Estate Brokers, Electricians, Plumbers, Car Dealers, etc. all need interesting and exciting speakers for their meetings. Put together a half-dozen 15 minute talks, all related in one way or another to your product or service and go for it.

MAKE AN OFFER
Ask for the President of the organization. Call the President and present a brief overview of your topic, then ask for the name of the program chair. When you call that person, say, "President Joe said I should talk with you." Chances are he or she will want you to talk about something that would directly affect the well being, financial status, safety, or some similar topic that affects their members. DO NOT TALK ABOUT SELLING THEM ANYTHING! They will think you're just advertising, and you don't want to do that. Talk about what they can do to improve some aspect of their life (and of course you are an expert in that subject).

BECOME AN EXPERT
Offer a free micro-book. (If you don't know how to make one of these go to www.tulenko.com and look up MicroBook). A MicroBook is inexpensive to produce and the effect is terrific. Don't have your MicroBook at the meeting, just say, "By the way, if you'd like to know more about XYZ, give me your card and I'll send you a MicroBook on the subject ... FREE! This gets you a name, address and interest.

TALK FAST
Your talks should NEVER be longer than 15 minutes maximum, including a question and answer period. These meetings are usually "Nooners", and eating is more important than listening to a boring talk, so make it exciting and short. Give your talk to that spouse of yours ... he or she will tell you whether it's boring or not ... trust me on this!

CAUTION
Do not EVER "work the room". After your talk, only sell the idea of your booklet as a free gift to solve a problem. You can discuss other topics, but keep in mind your main objective is to get NAMES.

THE HARD SELL
The next day or so, call your suspect/prospect and say, "Hi Sam, this is Paul. Listen, I've got this MicroBook I was telling you about at the meeting of the Albino Ostrich Breeders Association Luncheon last Wednesday, and rather than trust it to the mails these days, I'd like to drop it off for you tomorrow since I'll be in your area most of the day. Are you going to be in around 2:00 pm? You know, I'd like to learn a bit more about what you do so I can talk you up when I'm around town. I may have contacts that can use your services. I know you're busy, but this will only take about five minutes."

Of course Sam is going to say, "Yes!" You just said magic words! When you get there, immediately give him the MicroBook (with your card stapled to it) and a second card for his file. Say something like, "Here's that MicroBook I promised, now ... why don't you tell me how I can help you get the word out on what you do."

When the conversation turns to what you do, tell your suspect in 30 words or less, then say, "You know Sam, it sounds as if you're interested, so let's set an appointment where we can have a half hour (or whatever) to devote to the subject. (Then set an appointment.)
WOW!

(NOTE TO EDITORS: PLEASE INCLUDE THE FOLLOWING.)
Paul Tulenko is a Small Business Success Consultant based in New Mexico. Additional tips and suggestions are available at www.tulenko.com or call (toll-free) 1-866-TULENKO.