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Do you have enough business? Do you get frustrated with all the inbound calls you get from customers dying to do business with you? Do you dread the bills from your printer for all the business cards you burn through each month?

If you answered “No” to the questions above, you probably are not working your network as hard as you can.

Before you can get, though, you have to give.

As an ex-member of a networking group, as well as a member of several local Chambers of Commerce, I can tell you that if you can ever direct business to someone, it almost always comes back in spades. The best ROI you will ever get is by helping someone else with a lead.

No one likes to cold call. But a warmed-up prospect? That’s a different story.

A warm lead is not a guaranteed sale. Of course you still have to have an appropriate offer for the prospect. An offer that fits in their budget, and can be delivered on time, or whatever the requirements are. You must fill a need. And you still will have to sell yourself as “The Guy” (or "The Company" or “The Gal”).

But if you can gain any advantage on an otherwise level playing field, you stand a better chance of winning the contract and making the sale. A friendly referral can be all you need. Forced referrals may be better than none, but I have often found them to be WORSE than a cold call.

The best way to get referred, is to give one. Give two. If you come in contact with people during your day, you probably hear them complaining about something. If they aren’t complaining about something that you are supposed to help them with, give them the name of someone who can help.

Use a phrase like “I know the perfect Company/Guy/Gal to help you with that” or something to get the person you are speaking with interested in them. A positive start will be remembered and if they are driven to action, will probably be carried to the conversation. The person will probably call and say “Peter Stoermer said ‘You were the Guy. I need help with…’”

If you get the chance to talk to the person you referred, in advance, then hopefully they will be prepared for the call. A simple email may be all it takes. If you cannot, then the welcome surprise of a warm in-bound call may come as a shock. Hopefully one your compatriot will be able to quickly recover from.

If you have been reading and thinking “Great. More work.” You are quite right. It is NetWORKING after all.

You need to have a solid base of people that you can refer others too. In the old days (1991), this was called having a “fat Rolodex.” Think of it as an analog version of MySpace.

How does one gain a base? There are both online and offline networking opportunities to meet people both professionally and socially. When you participate, you get to know people, and their businesses, as well as help them learn about you and what you offer. Pretty soon you will have a base.

It takes an investment of time and of self. But if you are marketing yourself locally, this will probably be among the most cost-effective means available to you. And with the right group, it’s a lot of fun.

I have been to plenty of “ctions” that were seriously devoid of any “fun.” However, when the group is strong in diversity, but singular in purpose (to do more business with people like you) then you start to see things happen.

You may need to “group-surf” until you find the best opportunities. Look in the business calendar of your local newspaper. You can usually find gatherings and events happening almost any day of the week.

And if you cannot? Then make up your own group! Start with the owners/managers of the businesses that you frequent locally. If you like their service, then you may want to approach them. Or put together a “mixer” either at a local library, an eatery or at your place (what better way to get foot traffic). This can either be a breakfast or an “after-hours” type event.

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