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as the competitive environment for selling business products grows more intense, it may be beneficial for a salesperson to look at networking opportunities to increase business. Referrals from associates, contemporaries or friends of a potential customer can often make the big difference between working hard and working smart. It's not always what you know, but rather, WHO you know.

While many salespeople often utilize aggressive sales techniques, whether by phone or in-person, the resulting growth comes at a tremendous cost in terms of time and energy wasted. We found that typically, it took upwards of six in-person sales calls to make enough of an impression on a prospect to generate business. And, this is probably as a backup source.

Below is a list of typical buyer responses after each sales pitch over a period of months. While this example may only be representative, it's certainly not unheard of.

ONE

* first: call

"Thank you for coming in. It's been nice to meet you. I'm very happy with good of George who's been taking care of me for years and years. Have a good day!"

TWO

* second call

"I didn't expect to see you again. Most salespeople never come back. I'm still very happy with good ol' George, but thanks anyway. Have a nice day!"

THREE

* third call

"Well, you certainly are persistent but in a good way. I'm still happy with good ol' George, but one of these days, I may just try and see what you can do for me. Thanks for coming in."

FOUR

* fourth call

"Persistence is definitely one of your character traits. I don't have anything for you now but who knows, maybe next time. George is taking good care of me. Thanks for coming in. I can see why you're a very successful salesperson."

FIVE

* fifth call

"I guess I'm going to have to give you a try aren't I? Here's an item that I can't seem to get from George. He says he's backorclered on it and I've been waiting for over a month. Do you think you can get it for me?"

SIX

* sixth call

"You did it! I have to congratulate you. Not only are you persistent, but you deliver. Maybe it's time to make some changes."

If done properly, your affiliate marketing strategy - or referral system, for short - will make contacts for you, enable you to cover more ground, and increase sales with much less time and effort involved. Think of it as having a fleet of chickens out there working for you as business advocates - for free! Compare the steps in the scenario above with our networking steps below and you'll see that relationship building is business building.

* ONE

Attend a networking event with the goal of meeting and acquainting yourself with at least two or three individuals. Networking events happen all the time. Check with your local Chamber of Commerce or Small Business Office and ask for list of upcoming events. Another good resource is your industry association, NOPA. NOPA has multiple networking events each year. Visit their website (www.nopanet.org) for details.

* TWO

Develop a "Unique Selling Proposition" that clearly defines what you do and why someone would want to do business with your company. Keep your business summary short by using the "elevator test." If you cannot explain your business proposition to a potential partner in the time it would take to ride down a few floors in an elevator, it is too long. Reciting your pitch should be second nature, so make sure it flows smoothly before venturing into the wilds of a networking event.

* THREE

Look for individuals that serve the same business-to-business companies you call upon, e.g. accountants, computer service companies, printers, coffee service companies, water companies. Your goal is to find people who can refer their clients/customers to you in return for offering to do the same with your clients.

* FOUR

Keep in mind that you are not there to sell. That's the best way to scare a potential partner away. Instead you're there to help them plug into your client/customer base because "we're both calling on the same market." The idea is to stress the relationship is reciprocal in nature. The more business exchanged between the two companies, the more rewarding it will be for both parties.

* FIVE

The saying has almost become clichÃ©, "Let's get together." More times than not this is merely an easy way for someone to walk away from a conversation they wish they had never started. Find a good way to ask for their information and suggesting that maybe sometime soon the two of you can get together to talk business. Keep it strictly business. It will be difficult for them to say no to someone offering to help build their business.

* SIX

Most importantly, follow up. Don't perpetuate the clichÃ©. Pick up the phone a day or two after the event and invite your potential partner out for a cup of coffee or a bite to eat. It doesn't have to be a big deal, just an opportunity to meet and get to know each other. Strive to establish a relationship based on mutual respect for each other's capabilities and what each company can do for each other's clients/customers.

Once you have determined their interest, deliver one or two referrals and check up on them afterwards to see how it went. Soon, you should start to see some referrals corning back to you as a part of the building relationship.

If the person you're dealing with doesn't deliver, sometimes one has to be "up-front" and ask the loaded question, "Do you think there might be one or two of your clients/customers that would benefit from doing business with me and my company?" If it's done properly with the right body language and attitude, referrals should come walking in your door.

If nothing happens after 60 days, figure your networking partner is a taker that will probably never deliver. Drop him/her immediately and go out and find another chicken in the coop. There are plenty of people willing to work with you. It's not hard, but it does take time and a commitment to make the relationship a win-win for both sides.

Craig Stimmel, CMC, MBA, is executive VP of Street Smart Training Institute lue., a company focused in business development and building revenue in companies large and small. To contact Craig call 781.245.6800, email him at cstiinmel@streetsmarttraining.com or visit his wehsite: www.streetsmarttraining.com.