Targeted networking will help you get ahead

There is no denying it: It's who you know.

Yes, it's true: Having connections can give you a leg up in this world. As it applies to professional opportunities, knowing the right network of people who can refer your product or service can open doors for you.

Many professionals and businesses have made their success by word-of-mouth endorsements. Some businesses will testify that they have made their fortune mostly by leads generated by referrals.

Just as your advertisements must deliver on your promises to be credible, your reputation should do the same. So the obvious first step in getting referrals is to be worthy. Before you can expect to generate business from any network or relationship, make sure the quality of your product or service is something people will gladly refer.

Did you ever make a business referral and then your recommendation did not come through for your friend? Bet it made you look bad, or at least you regretted making the suggestion. It has happened to everyone, so most people are careful before sticking their necks out to make a referral. The lesson for the business professional: While you always should go the extra mile when someone refers you, go even further when someone else's reputation is on the line.

If your product or service does indeed deliver with quality, don't just network with anybody; invest your valuable time with groups that will potentially help you generate business leads. If "it's who you know," stack the deck in your favor by getting to know the right people.

You should invest significant resources marketing yourself to this targeted network. Send these contacts e-mail updates or mailed newsletters about your latest news and products. Catch up with them at mixers and events and support their causes. As a rule, focused messaging to the right 300 sources for referrals is far better than marketing to the wrong 3,000 people.

Chances are that the people you seek close ties with would likely benefit from your referrals as well. So it's a two-way street. Refer people in business who will make you look good and deliver for your friends. What's more, if your product is strong, hopefully they will do the same for you.

There's nothing more admirable than knocking on the front door and earning your opportunities, but what's wrong with a little help from your friends?

Josh Sommers is president and CEO of Focus Media, a marketing and public relations firm serving the Hudson Valley. He can be reached at josh@advertisingandpr.com or 796-3342, ext. 303. Read his blog at focusonmarketing.blogspot.com or visit www.advertisingandpr.com. His column appears Fridays.