Networking Strategy, What’s yours? – Paul M Johnstone

These days so many people go to networking meetings, but how many go with a strategy?  

A Networking strategy is vital if you are to get the best out of your business to business networking.

However it’s probably best to start with a couple of No-No’s. When you find a networking club, at least you'll have a heads start.
Far too often I see people hit the room with one intention and that is to SELL.  Refreshingly I have been to an event recently, where people who engage in those in the Sell, Sell, Sell tactics are asked to leave! 

Networking is about building relationships.  These may deliver business to you, but will first they enlarge your connected network.  And by offering people help first you will find you are able to help people find what they need through your introductions. This often leads to you getting significant business down the line.

The other mistake I see all to often, is people not respecting others enough.  By this I mean that any conversation they are involved in is always one way, theirs.  OK you may not be selling but others like to feel they have at least contributed to it.  

Frequently these people look back on an event as successful, because they remember most of the information they have given away.  But what did the other people say?  Often you cannot remember a word that they said.  

I’m not throwing stones here.  Because I made that mistake more often that I can remember when I started out networking.

So networking success means you have to put the work into network.  Have a plan, a plan that you can achieve (apologies to David Hyner) When I go to a networking group for the first time I target 7 people I have never met and have a 5 – 7 minutes conversation with.  Amazingly I have got more business that way than with any other new connections I have made. 

All that takes is 40 mins and you are able to start a relationship with people you have never met before.  OK some people I meet are not appropriate for my business but lots are.  And if I had stood back and talked to people I knew, or people I had seen elsewhere that business would never have happened.

Ask yourself what other business to business networking strategies there are?
Then implement them.  More networking strategy tips next time.  Happy Networking

Please comment on this or any of my earlier Blogs. All feedback is great feedback

About the Author

Paul M Johnstone is a Professional networker, and executive coach.  He has build two businesses by using the power of the network and with almost no other marketing. He has worked for 3 of the largest networking organisations in the UK and is a network mentor. He can be reached at +44 (0)7711 324362or through his website at http://www.paradigmshakers.co.uk/ and http://www.pmjohnstone.co.uk/

Helping Real People do Real Business Through Real Networking

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Are you sure, are you really sure? Paul M Johnstone

How sure are you that every person you give a referral to does the best job possible! 

Business networking is often dependant on your ability to refer people and business to others; it's on of the cornerstones of face to face networking and its why people look for and find a networking club.

  

 I just finished a survey of more than 1,000 businesspeople from the UK on the subject of networking. 

One of the questions we asked was "Which of the following is most important to you when referring business to others?"  The choices were:

1. Understanding a person's character.
2. Understanding how competent a person is.
3. Being a user of the person's product or service
4. Understanding a person's success.

Hardly a surprising result, "Understanding a person's character" was most peoples first choice in the survey. "Being a user of the person's product or service,” came third out of the four choices!

This is important to understand when building your network of referral sources; it shows that they are looking at more than just the quality of your products and services.

Often, we think that the best source of referrals must be our clients.  And many times they are.  But they are not our only source of referrals.  In fact, based on this survey, personally using and experiencing another person's product or services was not as important as other factors.

To build your credibility with people who know you, whether they've used your business or not.  It’s a fact that if people trust your character and feel you are competent, they are likely to refer you regardless of whether they've actually used your products or services.

This is an important paradigm shake. It means that many of your referrals may actually come from people other than your clients, once you learn how to network effectively.

Face to face networking is a great example of how this works.  It is a suggestion that you use the services of the other business owners you meet out networking.  This is not absolutely necessary. Ask for testimonials as this show what other people have experienced and how others have found the service.  Make sure you have up to date testimonials to share, as well as on your web site. 

Make it easy for people to get information on you and your company, every little helps

I'd love to hear your thoughts.

About the Author

Paul M Johnstone is a Professional networker, and executivecoach.  He has build two businesses by using the power of the network and with almost no other marketing. He has worked for 3 of the largest networking organisations in the UK and is a network mentor. He can be reached at +44 (0)7711 324362or through his website at http://www.paradigmshakers.co.uk/ and http://www.pmjohnstone.co.uk/

Please comment on this or any of my earlier Blogs. All feedback is great feedback

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Eyes wide Shut

Getting business quickly

I met with a couple of people in my network on Saturday in town, people I advocate. I've known them for a few years and they have both invested their time in building trust in their relationships. 

They are embarking on a joint venture alongside their other commitments. One of them won a pitch this week with another long term contact. They are now getting a real return on the relationships they have built networking.

By chance I also spoke to someone today at the start of his independent consultancy business. He is long enough into it to have discovered that his ex corporate colleagues and contacts are longer the connections he now needs. 

They are part of his old corporate network, that, while useful do not fulfill his current needs. It surprised him that they weren't there for him, as it surprises a lot of people. 

He recognizes that he needs to build the sort of trusted relationships. And he also has the financial imperative to find some clients quickly.

It's absolutely essential for him to get clarity on 3 things quickly;

• His target market
• The problem he solves for them
• The positive outcome of his intervention

Then he needs to identify some targets. Companies & names of people in them and the problems he can solve for them. The network can help him if he helps them.

About the Author

Paul M Johnstone is a Professional networker, he build two businesses by using the power of the network and with almost no other marketing. He has worked for 3 of the largest networking organisations in the UK and is a network mentor. He can be reached at +44 (0)7711 324362or through his website at http://www.paradigmshakers.co.uk/ 

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60 second presentations - Old Humour Is Good Humour - Paul M Johnstone

Humour is only old if your audience has heard it before and if they remember it.  

Most people don't remember the exact details of jokes, one-liners, and stories. This is not contradictory to the fact that one of the uses of humour is to make your points more memorable.  How often have you thought when hearing a story, I know this but what is the punch line?

One of the reasons people don't remember jokes and other bits and pieces of humour, it is often heard out of context. The humour was not used in conjunction with a point being presented.  This is the way you should use it in any presentation. When humour is used just for entertainment value, it is often enjoyed and quickly forgotten.

When you use humour, old or new, you will be tying it to your point which makes it acceptable to your audience.  Also, even if some audience members recognize the humour, they probably don't remember the punch line. If you tell it well, even these people will enjoy hearing it again and you have a much higher chance of making them smile, even laugh out loud.

A great technique to tell a very old joke or story is to tell the audience it is old. This is the time when you should tell the audience you have a joke or story coming. Old jokes and routines work time and time again, if you tell them well. If you don't tell them that you know it is old, they may think you are out of touch. If you tell them you are going to tell an old story, you are telling them you know it's old, but it makes the point so well that you think it is worth telling again.  

When you use humour in your 60 seconds set it up correctly and you will have a winner every time.  Even with old stuff.   Here is one of my all time old stories. “An Englishman, Irishman and a Scotsman walk into a bar. The barman says Is this some kind of a joke?” They do get better…..

If you’d like to improve your public speaking and presentation skills – get in touch! Feel free to comment if this tip has helped you, share your own ideas or ask a public speaking question Paul will try to help!

About the Author

Paul M Johnstone is a Professional networker, he build two businesses by using the power of the network and with almost no other marketing. He has worked for 3 of the largest networking organisations in the UK and is a network mentor. He can be reached at +44 (0)7711 324362or through his website at http://www.paradigmshakers.co.uk/ 

Please comment on this or any of my earlier Blogs. All feedback is great feedback

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Is that a trusted person I see before me? – Paul M Johnstone

B2B networking is one of the most cost effective routs to market there is.

In this ongoing series on networking it’s about time we looked at the most important part of building your network. 

He who does not trust enough, Will not be trusted. Lao Tzu is one of my favourite quotes on Trust.  But trust goes way beyond quotations.

 It’s all about Trust.

The one part of networking that drives connections to you is the trust you build up over time with other networkers.

It is the development of these trust based relationships that helps you open doors into those organisations you have been unable to access on your own.  

Trust is built up over time, and does not come with membership.  People have to work to gain our trust.

Without the trust in your relationship, others in your club will not help you make the connections you are looking for.  I spend considerable time on this topic in the Ten Steps to Profitable Networking later in this book.

My first networking club, had an accountant who I did not trust, therefore I would never refer contacts of mine to him.  When you sell to people you are selling yourself first and your product or service second.  The phrase I use is “People buy people” 

Lets go back to the accountant for a moment.  He told me something I was doing was wrong and HMRC would fine or prosecute me.  This I found alarming, as most people would rather stay out of prison.  Checking with my accountant and several other accountants I met networking all told me that I was fine and should take no notice.

I’m not saying don’t pass on information.  Pass on information that is trusted and tried over time.  That accountant was trying to scare me into using him because he knew more than all the other accountants.  And you’ve probably guessed, he quickly left the group as he got no referrals.

The trust element is one that is hard to factor into your marketing mix.  But more and more networking is seen as an important marketing element.  What happens is the trust that is won over time often repays you more than advertisements can. 

A landscaper evaluated his marketing spend and found that for every pound he spent in the local directories, Yellow Pages, Thompsons and the like he got a 3 to 1 reward in money spent.  By that I mean for every £1,000 he spent he got £3,000 of business in return.

His networking return was for every pound spent he got a 7 to 1 return.  Guess where he put more marketing effort?  

About the Author

Paul M Johnstone is a Professional networker, he build two businesses by using the power of the network and with almost no other marketing. He has worked for 3 of the largest networking organisations in the UK and is a network mentor. He can be reached at +44 (0)7711 324362or through his website at http://www.paradigmshakers.co.uk/ 

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Colaborating is the way forward: Paul M Johnstone

More from the A to Z of networking this time we are into the letter C.  Hope you enjoy the journey. 

Collaboration:          

Similar in application to Synergistic partnerships and joint venture, collaboration

Collaboration is a recursive process where two or more people or organizations work together in an intersection of common goals.

For example, by sharing knowledge, learning and building consensus to achieve a common goal. Most collaboration requires leadership. 

Share resources and contacts with people who have a similar target audience as you.  It helps if some decisions are mad on the resources you need:

Agreements help maintain both parties focus and identify what resources will be required.

Communication:

A huge subject, and with over 70% of communication being visual, its worth spending time here.  In networking as in all other activities, like it or not image is important. 

We do not have enough time to detail everything in this section.  We will therefore just pick the network golden moments for you.

Your Voice:  Resonance in your voice gives you a rounded, richer sounding voice.  This creates depth, substance and weight to your delivery.  One of the great benefits of this is, when you are nervous speaking to a group, it stops you sounding shrill.

Your Handshake: This makes a great impression on who you meet. It contributes to the impression you make.  Not to firm and not too weak, firm but forgiving is what you are looking for in a handshake.

Posture: There is tremendous benefit from the Alexander Technique on posture. Place you feet directly under your shoulders.   In short be natural and a quick tip if you have poor posture or experience pain when you are on your feet for a long time, try the Alexander Technique, great for repairing poor posture.

 

Relax: When you are relaxed you breathing is deep and even, its how the body likes to do it.

About the Author

Paul M Johnstone is a Professional networker, he build two businesses by using the power of the network and with almost no other marketing. He has worked for 3 of the largest networking organisations in the UK and is a network mentor. He can be reached at +44 (0)7711 324362or through his website at http://www.paradigmshakers.co.uk/ 

Please comment on this or any of my earlier Blogs. All feedback is great feedback

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3B's from the A to Z of Networking - Paul M Johnstone

Carrying on with the A to Z of networking, we are now at Body Image and Body Language , two topics many of us struggle with.

Business Cards:

Always carry plenty of business cards.  Being prepared is all part of being ready to achieve your objectives.  I usually carry more cards than I think I will need.  This is based on the habit of some people who will always take 2 cards when offered.

If you think back in time they used to be called - calling cards. These days they should contain a lot more than just your name and contact details.

There is a school of thought that believes you should have your name and contacts on the front and on the reverse you should have something saying what you do.

However I have recently seen cards with so much information on the reverse it detracts from the impact.  With cards ‘less is more’ is worth considering. 

But I agree print on both sides you can get your message across so much better.

Business Miles

A term used to describe suppliers who are based locally to your business. It has come from the concern over travelling long distance to supply product.  Simply: the closer you are to your suppliers and customers the less damage you do to the environment.

Some Restaurants price dishes according to the distance the ingredients have travelled. Apart from being a good marketing exercise it shows the diners they are thinking about the environment.

You may be more familiar with the term food miles.  Business miles are a variation on that term.

Business Networking

Business networking is a marketing method by which business opportunities are created through networks of like-minded business people. There are several prominent business networking organizations that create models of networking activity that, when followed, allow the business person to build new business relationship and generate business opportunities at the same time.

Many business people contend business networking is a more cost-effective method of generating new business than advertising or public relations efforts.
This is because business networking is a low-cost activity that involves more personal commitment than company money.

As an example, a business network may agree to meet weekly or monthly with the purpose of exchanging business leads and introduce connections with fellow members.

To complement this activity, members often meet outside this circle, on their own time, and build their own "one-to-one" relationship with the fellow member.
Business networking can be conducted in a local business community, or on a larger scale via the Internet. Business networking websites have grown over recent years due to the Internet's ability to connect people from all over the world.

Business networking can have a meaning also in the ICT domain, i.e. the provision of operating support to companies / organizations, and related value chains / value networks.

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What can you tell from Body Language? Paul M Johnstone

Carrying on with the A to Z of networking, we are now at Body Image and Body Language , two topics many of us struggle with. 

Body Image:

Body image is a term which may refer to a person's perception of his or her own physical appearance, or the interpretation of the body by the brain. Essentially, body image describes how one perceives one's appearance to be to others, which in many cases may be dramatically different from one's objective physical condition or how one is actually perceived by others.  How you look at a networking event influences others in their view of you and the business you run.

Body Language

Part of your non verbal communications; Well that’s a bland statement of fact!

Body language is a book in itself. There are however some simple pointers to improving and using body language beneficially while networking.

Body language is a form of non-verbal communication: Consisting of body pose, gestures, and eye movements. Humans send and interpret such signals unconsciously.
It is often said that human communication consists of 93% body language and paralinguistic cues, while only 7% of communication consists of words themselves - however, Albert Mehrabian, the researcher whose 1960s work is the source of these statistics, has stated that this is a misunderstanding of the findings   Others assert that "Research has suggested that between 60 and 70 percent of all meaning is derived from nonverbal behavior."  Next time you are at a networking event check other and see if you can work out what they are thinking.

Body language may provide cues as to the attitude or state of mind of a person. For example, it may indicate aggression, attentiveness, boredom, relaxed state, pleasure, amusement, besides may other cues.

The technique of 'reading' people is used frequently. For example, the idea of mirroring body language to put people at ease is commonly used in interviews. Mirroring the body language of someone else indicates that they are understood.
Body language signals may have a goal other than communication. Both people would keep this in mind. Observers limit the weight they place on non-verbal cues. Signalers clarify their signals to indicate the biological origin of their actions.

Physical expressions like waving, pointing, touching and slouching are all forms of nonverbal communication. The study of body movement and expression is known as kinesics. Humans move their bodies when communicating because, as research has shown, it helps "ease the mental effort when communication is difficult."

Physical expressions reveal many things about the person using them. For example, gestures can emphasize a point or relay a message, posture can reveal boredom or great interest, and touch can convey encouragement or caution. 

One of the most basic and powerful body-language signals is when a person crosses their arms across the chest. This can indicate that a person is putting up an unconscious barrier between themselves and others. It can also indicate that the person's arms are cold which would be clarified by rubbing the arms or huddling. 

When the overall situation is amicable, it can mean that a person is thinking deeply about what is being discussed. But in a serious or confrontational situation, it can mean that a person is expressing opposition. This is especially so if the person is leaning away from the speaker. A harsh or blank facial expression often indicates outright hostility.

Consistent eye contact can indicate that a person is thinking positively of what the speaker is saying.  It can also mean that the other person doesn't trust the speaker enough to "take his eyes off" the speaker. Lack of eye contact can indicate negativity.

On the other hand, individuals with anxiety disorders are often unable to make eye contact without discomfort. Eye contact is often a secondary and misleading gesture because we are taught from an early age to make eye contact when speaking. If a person is looking at you but is making the arms-across-chest signal, the eye contact could be indicative that something is bothering the person, and that he wants to talk about it. 

Or if while making direct eye contact a person is fiddling with something, even while directly looking at you, it could indicate the attention is elsewhere. Also there are three standard areas that a person will look which represent different states of being. If the person looks from one eye to the other then to the forehead it is a sign that they are taking an authoritative position. 

If they move from one eye to the other then to the nose, that signals that they are engaging in what they consider to be a "level conversation" with neither party holding superiority. The last case is from one eye to the other and then down to the lips. This is a strong indication of romantic feelings.

Disbelief is often indicated by averted gaze, or by touching the ear or scratching the chin. When a person is not being convinced by what someone is saying, the attention invariably wanders, and the eyes will stare away for an extended period. 

Boredom is indicated by the head tilting to one side, or by the eyes looking straight at the speaker but becoming slightly unfocused. A head tilt may also indicate a sore neck or Amblyopia, and unfocused eyes may indicate ocular problems in the listener.

Interest can be indicated through posture or extended eye contact. Such as standing and listening properly.

Deceit or the act of withholding information can sometimes be indicated by touching the face during conversation. Excessive blinking is a well-known indicator of someone who is lying. Recently, evidence has surfaced that the absence of blinking can also represent lying as a more reliable factor than excessive blinking. 

It should be noted that some people use and understand body language differently, or not at all. Interpreting their gestures and facial expressions (or lack thereof) in the context of normal body language usually leads to misunderstandings and misinterpretations (especially if body language is given priority over spoken language). It should also be stated that people from different cultures can interpret body language in different ways.

Here are some examples for your next network meeting:

·         Hands on knees: indicates readiness.

·         Hands on hips: indicates impatience.

·         Lock your hands behind your back: indicates self-control.

·         Locked hands behind head: states confidence.

·         Sitting with a leg over the arm of the chair: suggests indifference.

·         Legs and feet pointed in a particular direction: the direction where more interest is felt

·         Crossed arms: indicates submissiveness.

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The A - Z of Networking Trust - Paul M Johnstone

Behaviour to build trust

There is a wonderful piece written by Stephen M.R. Covey on 'The 13 Behaviours of a High Trust Leader'. The behaviours that he describes apply equally in networking.

Here is a little of the background.

What separates the great leaders from the good ones?  What makes a manager a manager of choice by her reports, peers, and boss? What makes an individual credible with customers, suppliers, distributors, investors, and other stakeholders?  While there are many dimensions to these questions, there is one common thread throughout: being an individual who can be trusted.

Perhaps a more important question than, "Who do you trust?" is the far more personal question of, "Who trusts you?"  There are some organizations who ask all their employees directly the following simple, key question in formal 360º feedback processes:

"Do you trust your boss?"       These companies have learned that the answer to this question is more predictive of team and organizational success than perhaps any other question they might ask.   A High Trust Leader is an individual who has unquestionably strong personal credibility, has the ability to create and grow trust with others interpersonally, and who is then able to extend that trust organizationally.

High Trust Leaders are managers of choice who understand the impact trust always plays on two key outcomes—speed and cost—and how low or high trust either extracts a tax or produces a dividend on every activity and dimension within a relationship, team, or organization.

High Trust Leaders have learned how to interact with others in ways that increase trust levels while avoiding the pitfalls that deplete trust. While there are numerous actions and behaviours that affect trust accounts, we have identified the 13 key behaviours that High Trust Leaders have in common.

As you go through these behaviours, you may also find it valuable to consider the opposite of these 13 behaviours and how such "withdrawals" deplete trust.

What’s most exciting is that these 13 Behaviours of High Trust Leaders can be learned and applied by any influencer at any level within any organization. The net result will be a significantly increased ability to generate trust with all stakeholders in order to achieve better results.

He describes Character Behaviours, Competence Behaviours, and those that combine both Character and Competence.

	Character:
1	Talk straight
2	Demonstrate Respect
3	Create Transparency
4	Right Wrongs
5	Show Loyalty
	Competence
6	Deliver Results
7	Get better
8	Confront Reality
9	Clarify Expectations
10	Practice Accountability
	Character and Competence
11	Listen First
12	Keep Commitments
13	Extend Trust

By using these 13 characteristics you will be a far more successful and as a result a much more profitable networker.

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2 Great Networking applications Appearance and Attitude - Paul M Johnstone

Appearance:

Appearance can be the way you dress and look as well as an appearance at an event.  Along with posture it provides non verbal information about you and your business. 

YOU cannot be too smart for an event.  Note I said smart not fashionable.  

Most networking events expect you to be smartly dressed, some say dress as you would for your business and if that is a trade have a clean polo or branded top for the meeting.

It’s best to be a smart as you can, no matter what your job function.  I have seen Tillers with a clean branded top and clean pressed work trousers look 10 times smarter than an accountant with a joke tie and evidence of a previous meal on his suit.

Make an effort.  You never know who will turn up, and just because you don’t dress up for work of have the take me as you find me attitude does not mean you are not making an impression.  

Go back to the accountant for a second.  He would have to offer me some pretty smart advice and prove himself to have integrity before I would see past the stain on the suit. 

When I was growing up, my farther always made me polish my shoes.  Why?  His rational was that people who take care in their appearance including having shiny shoes, take care of a lot more and therefore are worth talking to.  

Back to the tiller:  He had it down to a fine art and would have a suitor in his van so he had clean clothes to change into.  This he found especially useful when going on to a prospect to talk about work.   Here was a tradesman who looked well presented. He got more work than a lot of his competition.

Unlike some sports and celebrities you don’t get Appearance Money for attending a Networking event, unless you are the star attraction.  Appearance should be seen in the same light as Always and Regular. 

There are some organisations, where people travel thousands of miles to attend their local networking meeting.  More of those in the lest of networking opportunities

Attitude:

Always be positive and have an open caring attitude towards you fellow networkers.  If you come across as someone who is only in it for what you can get.  Others will see through that and you will fail in your networking activities. 

A willingness to help others is a vital cog in your networking activity.  It will open doors for you and get you into places you did not believe possible.  But it all starts with the right approach.

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Is that an Advocate I see before me? Paul M Johnstone

More from the A - Z of Networking

 Advocate Marketing for Networking

This model of "Networking for Advocates" was investigated in some research conducted by Martin Davies and Roger Croft of the University of Bath. The purpose of the research was to further understand the importance of developing trust in business relationships. The research identified certain networking transactions as the currency of developing trusted business relationships. This led to the development of the Networking System based on this Advocacy Model.

The Methods used are:

a) Make Contact;

b) Follow Up; 

c) Form a Relationship;

d) Develop Advocates

Networking Transactions are:

a) Situational Awareness;

b) Introductions;

c) Qualified referrals, High value introductions, research information;

d) Unqualified referrals, Share IP, Joint ventures, support, testimonials.

The Reasoning is:

a) Potential Reward;

b) Potential reward and Are they reliable enough? Are they able enough?;

c) Quantify reward? And / or Quantify risk?;

d) Monitor reward and Monitor risk

What Drives you:

a) Do I like them? Mutual networking transactions;

b) Initial business assessment;

c) Further business assessment and Mutual networking transactions with further feedback;

d) Rewards and Risks.

Thanks to NRG

Advocates

A simple concept, where you get other people to advocate on your behalf, they sell you as a contact that can be trusted.  You may hear the term ‘Advocate Marketing’. 

Simply put this follows how a lawyer advocates for their clients in court. 

There are many examples of Advocate Marketing in business and how they can help you succeed.

Many people in Business to Business Services report that the cost of lead generation is rising.  One way to cut this cost is to get people to do that work for you. Your Advocates are effectively working on your team.  Not for profit, that will come back as you help them find connections, they do it because they want to do it for you.  

For example if you build 5 advocate relationships through a networking group.  Your investment may be about £200 per Advocate. But your advocates will generate about twenty good connections for you a year each. That’s 100 recommendations for an investment of £1000. 

Now I am not sure what lead generation costs in your sector, some it’s as much a £200 a lead and some less.   It is a fact it costs 6 times more to generate a new customer than it does to develop business from an existing one.

Now there are sites that sell you leads and all you know is someone ticked a box on a web site, with Advocates you KNOW THEY are interested in your service. It’s a win – win so why not?

Either way all you do is work out how much a lead is worth and multiply that by 100, I bet you will find that Advocate Marketing is by far the most cost effective way of generating them.

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Networking Tips from Paul M Johnstone

Following on from yesterdaya post here are some more 'A's from the A - Z of Networking.   Here are todays pair.

Active not Passive:

In all you’re networking activities its best for you to be active.  Don’t sit and wait for connections to come your way.  You need to put the work into network to make these connections profitable for you.   Being an active networker does not mean you attend every event possible.  If you did that when would you get any work done?

Being an active networker means you pay attention to the details and make the phone calls, send the emails and write the letters in support of your fellow members.   

You ask visitors about their business and make them feel you care about them.  Once you get into the habit of helping others the rewards will come flooding back to you.  A quick word of caution, don’t expect miracles and please be patient.

Advertising:

Is the traditional way to promote a companies, products and services:  Using Advocate Marketing and Word of Mouth strategies you can reduce your reliance on this form of promotion. 

Some people may try to tell you that by using word of mouth marketing you will never need to advertise again.  Let me tell you it won’t.  

What it will do, once you have mastered the techniques of networking is, reduce your reliance on advertising as a medium.  Once you understand how Advocate Marketing works, you will need less and less advertising to reach your annual targets. 

Check back for more A - Z of Networking

Helping Real People do Real Business Through Real Networking

©Paul Johnstone

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