Business The Friendly Way

The rise of online social networks has turbo-charged the benefits of doing business with people you know. It’s easier than ever to connect with like-minded individuals through common interests and then progress to a business relationship outside of the interest group.

Your social circle can also become willing partners in your marketing efforts, provided you understand how to make social networks work for you. Through reciprocity, ongoing, thoughtful contact, and representation as a peer group leader you can highlight your company or service, so you’re top of mind when it’s time to make a purchasing decision.

Reciprocity remains a great way to influence potential clients, even on the Internet. Trust is highly valued online. With so much information available, good filters are appreciated. This opens the door to do favors for others. A timely article or hyperlink forwarded via email will be appreciated when it’s done right. Start small and don’t overdo it. It should always include a short personal note. Tell your contact why you saw a benefit for them in knowing this information, so that even if they can’t use the knowledge, they don’t think you are just sending out spam.

You can also raise your profile on the web by asking pertinent questions and commenting on blogs or online forums in your industry. Remember to stay on topic and ask good questions. Avoid at all costs the tendency to engage the trolls and professional commenters who have nothing good to say about anything. Over time you can attain an authoritative standing by sharing your knowledge and viewpoints.

Suppose it’s all working. Now you need to juggle new clients, old clients, and hot prospects. Which is one of the hardest balancing acts in business.

You’re not alone. Everyone, regardless of skill or knowledge, struggles to prioritize when time becomes a factor. To stay on track, use goal-setting exercises to identify business objectives. Create a framework so you can objectively assess individual situations and develop a cohesive long-term approach. Recognize that what works isn’t universal.