Improved Networking Through Education Generating Relationships Increases The Yield


Social Media, How Does it Help You Decide Where and Who to Network ?

How do we decide where and who to network?  What must we consider before networking?  Who is your market match?  Where will you meet them?  Is your product or service truly for everyone?  Is it better to market your product to specific groups?  Is it best, even if everyone can use your product or service to reduce your marketing effort to only a targeted few?  Are general networking groups like LeTip, BNI, or Ali Lassen’s Leads where you need to be?  Alternatively, would you better serve your time with a group more specific to your target market?   How about a group where you provide support to the majority of members?  As example, say you market to the real estate profession, would you be better marketing to all realtors or to one realtor who could refer you to others?  For the answer to these questions, please read on.

First, be clear on your target market.  Often we think that more than one market is better than a single market.  We want to reach everyone.  Sometimes more is not necessarily the best.  Take for example the real estate professional.  Everyone needs a house.  General referral groups can be the best place to meet a large cross section of homebuyers.  However, not being specific can lead our potential market away from us to someone who is more specific.  Does our market position improve if we focus on buyers who buy for only real estate investment?  Our strategies will clearly be different when marketing to investors than marketing to a cross section of homebuyers.  Once you focus on investors, you can target market investor groups. They will have buyers waiting for you to come through their door with your investment properties.

Once you decide whom to market to, the next question is where to find the market.  The key will often be less rather than more.  Frequently we gravitate to the larger networking groups, the largest chambers of commerce, or groups with hundreds of members.  We can realize greater success if we look specifically for what a networking organization places in front of us as members.  Can you find your target market group within an association which has an associate membership?  The associate membership can be such that your product or service is not the focus.  It only needs to be an intricate part of the support of the sales force of the networking group.  A great example of this is the Property Management Industry.  Property managers need service professionals to support their properties.  Great advocates for Property Managers are appliance repair, roofers, general contractors, plumbers, yard maintenance, etc.  Join a group like this.  Get active.  Then watch the referrals pour in.

A concern we sometimes hear is, “I will miss some of the market if I am too specific.”  The contrary is true.  Being too general is frequently the reason why we miss getting new clients.  When using social media, be specific in your search.  Knowing that CPAs do well when working with me, I use the Advanced Search tool on LinkedIn.  When using it I can then find clients who already know those CPAs.  Those existing clients then can introduce me to the prospect CPA.  There is a greater likelihood that the CPA prospect will become a new client because there is a know/like/trust relationship that is shared between the three participants.

Remember who is running your business.  You are running your business, not the people you serve.  I find this especially true for young entrepreneurs.  In today’s market place young entrepreneurs have an advantage.  They know the technology of connecting. They have the tools that allow them to run their businesses versus their clients running them.  If your clients are dictating whom you need to market to and when you have to meet them, you are jumping through their hoops.  Most of us have some of the same reasons to be self-employed.   Entrepreneurs choose to be self-employed for the freedom of choice.  Social media allows you choice.  Once we have our business, the first thing many of us do is go out to get all the business we can.  We provide 100% customer service.  To many of us, this means jumping through the client’s hoop any time the telephone rings.  Take control. Be selective.  Continue to keep your edge.  Be the entrepreneur you set out to be, in control of your destiny by using social media to select the connections that are right for you!


Gerry Rose runs INTEGRITY Networking Solutions in Oceanside, CA.  He works with people in business who want to attract the right prospects and generate more referrals.  More than 10,000 businesses have been presented the INTEGRITY Networking Solutions system in San Diego, Los Angeles, Riverside, and Orange Counties.

Gerry’s stimulating presentation Unlimited Prospects, Unlimited Referrals is ideally suited for small business owners, home-based businesses, and independent professionals who want clearer direction and want to attract more prospects, develop dynamic systems, and strengthen their companies’ accountability.  Gerry does one on one consulting, conducts a range of keynote speeches from thirty minutes to full-day education workshops.

His book series, Unlimited Prospects, Unlimited Referrals, are available on the website,

Gerry has more than 20 years’ experience directing business owners how to grow their businesses.  He is a networking dynamo.  Those who know him will assure you that he does a great job of bringing people together—which is why he started INTEGRIY.

Involved with networking organizations since 1984, Gerry is a Distinguished Toastmaster, a member of Toastmaster International, and has chaired numerous chambers of commerce and non-profit organizations.

Are you truly committed to attracting the right prospects and generate more referrals?  If so then contact INTEGRITY Networking Solutions for availability and information.  You can contact Gerry by mail at 1610 Quiet Hills Drive, Oceanside, CA 92056.  Direct dial (760) 439-4623; e-mail to  For more information, go to


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