© 2001 Alfred Lautenslager

We've all heard that networking should be an integral part of our total marketing plan but what is networking? And is it the same for off-line marketing as it is for on-line marketing? The answer to both questions is yes. Many Internet marketers venture off into classified ads, opt-in mailing lists, and postings of all sorts. Many times the traditional networking ways of off-line marketing are forgotten. So, what is networking in the traditional marketing sense, (NOT networking marketing or MLM programs)?

Simply stated, networking is establishing relationships that can lead to business. Sometimes the path to business is direct; other times it is indirect such as referrals. The person you know knows someone else who needs your products/services.

Networking means making these contacts and building on them by talking with people about what you do and who you are. It also is in turn, listening to them to see how you might assist them in what they do.

These contacts, the people you need to know or the people that can help you, might be right under your nose. To help build that list, answer the following:

1. Who has taken an interest in you lately or in the past?
2. Who have you been good friends with?
3. Who do you always talk business with when you get together?
4. Who has helped you or offered encouragement or advice in your business?
5. Who do you go to when you have a challenge or particular need?
6. Who comes to you for help?
7. Who do you idolize?

The following list will detail at least 25 people that you can instantly add to your network. All you need to do is fill in the name of the person next to his or her classification. When you are finished you will have the basis for an outstanding networking list that will produce the results you are working for. This list is by no means exhaustive. Choose one or two people and start making more of an attempt to put yourself in front of them. You will then determine whom you can help and who can help you.

Knowing people who already believe in you and your company, people who will recommend you, refer to you and open doors for you can make the difference between marginal performance and great success

Alfred J. Lautenslager is an award winning marketing/PR consultant, direct mail promotion specialist and entrepreneur. He is the principal of Marketing Now and also the president and owner of The Ink Well, a commercial printing and mailing company in Wheaton, IL. He is a featured marketing and PR experts on numerous website publications including the online version of Entrepreneur Magazine. Al can be contacted through his websites at www.1-800-inkwell.com or www.prforprofits.com or his email, al@prforprofits.com.