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To Network or Not to Network

Last week, my husband and I were invited to a birthday party for one of his co-workers. Amidst the gifts, cake, Cheetos and mile long buffet I chatted with his work family about bowling, the weather, the state of the economy—anything I could think of that would entertain without offending. As a work-from-home business owner, I enjoyed the chatter and was humbled by the fact that these people who were strangers to me would welcome me into their circle. I also felt a bit ashamed. As these kind people shared their war stories, all I could think of was—I bet they could use a marketing consultant. Luckily, I had the sense to know that this was not the appropriate place to sell my marketing strategies. As a business owner, it's a struggle knowing when to sell your wares and when to take off your business hat and be a civilian. It's not an easy call. Your network is often the lifeline of your business. Making connections means making sales. But some places require caution. Weddings (I've confronted voracious sales folks at one or two), graduations, and birthday parties are times for showing restraint. If someone asks about your business—go ahead and share the details, but avoid the hard sell. In locations such as grocery stores, coffee shops, community festivals, your local park and other areas where casual conversations happen, size up the audience and the opportunity. If the situation looks favorible for promoting your business—go for it. Be friendly, be honest and make the connection.

Read How Networking Helps in Promoting a Start-up Business for more tips about building business relationships.

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