Referrals are a core element of business and the lifeline of inbound warm leads. Any successful business owner knows that the business can thrive or fail based on customer referrals. Keep in mind that those referrals can be good referrals or bad referrals. Business starts with getting customers, albeit a small group of steady customers. As you provide top-quality service to this small pool of customers, you will ensure that you are keeping your customer base.

These customers, as they experience the quality of service and the level of dedication that you have provided for them, will begin to refer other people. Thus, your business starts multiplying customers. That's it in a nutshell: a core principle of business. It starts with getting customers, even if it's just a few. It continues by keeping those customers--satisfied, steady, and coming back. Then, those customers will begin to refer other customers, resulting in the multiplication of customers for your business.

There are ways to give a sharper edge to this strategy of referrals. There are methods and means for increasing customer flow. There are strategies that you can begin to employ that will help your business take off. Those methods, means, and strategies are all subsumed in what is vaguely known as 'business networking.' But what is business networking? How does it work? How can it work for you?

The Basic Principle
Business networking is the practice of interacting with other professionals to sell your business, promote your brand, and increase your revenue. Business networking is indispensable if you want to stay afloat in a competitive economy. It's a fairly simple concept, but the means and methods of business networking are legion.

Nonetheless, there is a basic principle that ties it all together. As you are networking, meeting people, greeting people, dropping your card, sending an e-mail, joining a group, attending a luncheon, or browsing a trade show, you've got to remember that you are selling yourself. There is no such thing as selling your business divorced from selling yourself as a person. For that reason, think: what are people going to remember about you? How are you going to stand out? What impressions will they take away from that meeting that will affect how they perceive your business?

The core principal is this: you've got to be personable. You've got to be warm. A potential customer may love your product. It may meet the exact craving that he's had. But if he was turned off by your detached personality and limp handshake, he may never buy your product.

If you meet an individual who perceived that you didn't care about him, and simply cared about the cell phone call that interrupted his conversation with you, you may just have lost a customer. It is crucial that you express an interest in people that you meet, and convey to them that you have their best interests in mind. That is the attitude that a successful networker has.

With that in mind, let's explore some of the ways that you can get involved in more successful business networking.

Tried and True Methods
Since the beginning of industry, people have formed themselves into guilds--associations and gatherings of people sharing a similar trade. There is an association for you to join, regardless of your trade. Simply pull out a phone book or do an Internet search of city or state associations in your industry. Chances are, you'll find more than one. If, for example, you are a marketing professional in Detroit, you can join the Society for Marketing Professionals, Michigan Chapter. For a nominal annual or monthly fee, you can subscribe to a newsletter, attend monthly meetings, play in an annual golf outing, participate in a summer barbecue, hear a professional seminar, and get the annual directory.

These events and publications are priceless! Based on your level of involvement in your association, you may rise the ranks and hold an officer position in the organization. Having your name listed in the weekly e-journal (e.g., "Joe Blow, Member-at-Large") is the perfect way to gain high exposure and enhanced networking.

And then there are business cards. Don't underestimate the importance of leaving your name and contact information with a potential client or customer. Distributing a well-made business card speaks well of you and your business, and will most likely come back to reward you as you faithfully distribute these to people you meet along the way.

Keep your ear to the ground for trade shows in your industry. While they may require a bit of time, some travel and even some start-up costs for a booth or display, they can eventuate in some sizable revenue as you gain new clients and increased exposure.

Hi-Tech Methods
In today's plugged-in world, it goes without saying that you need a website. But it goes further than that. You, as a professional, need an online identity. Getting involved in professional networking sites is a must-have. As people Google your name, product, or service, you want to make sure that they find what they are looking for. Take a few minutes to join LinkedIn, an professional networking site with millions worldwide. Check out Plaxo, Zoominfo or another of the many networking sites to carve out an identity online.

These and other methods are available, but keep in mind that you are selling yourself. It is most important that you present yourself as someone who is truly interested in the other person, and can make good on your promise of a high-quality service. Then, start cashing in on those referrals.