For some owners of growing businesses, the thought of generating leads at a networking event is enough to make them cringe. After all, many do not want to spend their limited free time in a crowded room, attempting to sell their company’s products or services to disinterested prospects. Moreover, they often end up with little to show for their time investment.

Instead of networking with potential customers, consider networking with other businesses that can help you succeed, suggests Alan Bayham, president of Bayham Consulting, LLC (bayhamconsulting.com). With this approach, the companies within your circle of influence refer customers to each other and also share skills and expertise to enhance their own business. Bayham offers these tips to make your sales lead generation endeavors with other businesses succeed:

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• Know thyself. Before you attempt to network, pinpoint precisely why another business would want to partner with you and refer their customers to you. Simply saying you offer “great customer service” or “lower prices” is not unique. However, offering a lifetime guarantee or same-day delivery may be key factors that set you apart.

• Network face-to-face. When you network, make sure you do it in person, not through emails or phone calls. Attend Chamber events, form a “mastermind” group with other businesses, or join a referral or networking club. You can even go to another business and introduce yourself to the principals. You need to see and gauge body language, facial expressions, and eye contact to know if you’ve truly made a connection and a valid networking contact.

• Follow up. Chances are, someone won’t remember you after one brief meeting. You’ll need to remind the person of your business and restate what you said you could do. Also, realize that following up with someone doesn’t always involve business talk. Take your contacts out for breakfast or lunch. That kind of personal touch will greatly enhance the relationship.

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