Walk Like a Giant, Sell Like a Madman

4.2. Sowing the Seeds of Future Business

In our society, we tend to want instant gratification, which we get when we hunt for business. With farming, the results of your efforts are not immediate. You build business over time. You have to cultivate the soil and plant the seeds. Several months may pass before you can begin to harvest the fruit of your labor.

I sow the seeds of future business in every person I meet. According to my research (at weddings and graduation parties), everyone knows at least 250 other people. So I view every encounter I have with someone as a chance to connect with 250 others. This is called the Rule of 250. Establish a personal connection with everyone you meet, including the people at the restaurants you frequent, where you have your car serviced, the grocery store, the gas station—everywhere. You never know where a new source of business or a new idea will come from.

You should also take advantage of these more formal networking opportunities:

• Meet people on the job. Get to know everyone you work with.

• Get involved in professional organizations.

• Join your trade association and take on a leadership role.

• Join a community service organization, such as the Rotary Club, Kiwanis, Lions Club, or Habitat for Humanity.

• Join the local Chamber of Commerce and attend meetings regularly.

• Create an account on one or more online social networking web sites, such as LinkedIn (www.linkedin.com).

• Get involved in online communities where people who commonly use your products ...