Have you ever been to a business event and noticed how interested people seem to be in everyone else? The long and short of their noticeable efforts is to make connections with other business people. To some this process can seem disingenuous, but in most cases this networking activity can mean the difference in getting a contract, making an impact, closing a deal and feeling as if you have been heard.



For many the idea of self-promotion is a turn off. They would almost rather experience a full day of Tiny Tim singing ?Tiptoe Through the Tulips? than visibly force themselves onto another person.

In our business efforts we tend to be very interested in advertising our services or products. We may use print, radio, television or online advertising, but essentially we advertise because we want people to buy what we sell. If that weren't our intent we wouldn't be in business.

If you can view networking as a form of advertising you may find yourself a bit more accepting of the idea.

For instance, if you are taking part in a business luncheon don't be afraid to pitch your product or service to those around the table. Keep your focus on the product or service and not on yourself. This generally meets with greater receptivity and it allows you to distance yourself from the feeling of only promoting yourself. Besides most people aren't especially interested in someone who can only talk about themselves anyway.

Secondly, work to respond in kind. If other people are interested in talking about their product or service be attentive. You can't really expect to only share news regarding your business and not have an interest in what other motivated business owners have to say.

In fact, a business luncheon can provide the perfect atmosphere in which to learn the skills associated with the interaction that takes place between your business and your customers. How you respond to others in a personal setting like this can be a determining factor on how you likely respond to customer service issues.

In a situation that may leave you uncomfortable there are still lessons that can and should be learned.

Remember there are two very important sides to the coin of networking. The first is that it gives you the opportunity to advertise to a group of other business owners. Secondly, it can help you gain the skills you need to really learn how to place the needs of your customer first.

These face-to-face contacts can also help you learn vital skills in networking online.

We all like to be heard. Are you listening?