Picture this. I’m sitting at my desk, looking at a list of people to call. After picking up the phone and putting it back down a few times, I choose to do something else. Then a few hours later I try again to make the calls – cold calls. And I can’t.

The next scenario. Now I’m in my car, driving around looking for insurance agents (my best channel market). There’s one! So I turn into the parking lot, pull up in front of the agency and grab my business cards and brochures. My hand touches the door handle and I freeze. Will they want to talk to me? What if they’re busy and get angry because of the interruption (and thus, angry at me)? What if they say …. "No!"? So I put my keys back into the ignition and drive away.

Just the thought of cold calling makes me shiver and sweat at the same time! So what did I do to promote my business? What did I discover that allows me to market and sell our service without this cold-calling torture? I network instead.

Networking gives you warm calls and most often pre-qualified opportunities. Now when I make a phone call, the person at the other end of the conversation at least knows who I am and why I’m calling. Sometimes my fellow networkers even explain our business and qualify interest before giving me the name of a potential customer! How great is that? And now instead of just walking in unannounced (when I could bring myself to do it), I have scheduled appointments with the insurance agents.

There are formal networking groups like Business Network International (BNI) and National Association of Women Business Owners (NAWBO). Other groups serve a different purpose, but very solid relationships are built through membership and participation. Some examples are civic clubs (Kiwanis, Rotary, Sertoma), chambers of commerce, power circles, church groups and industry associations. The result of building these relationships is that you now have a team of people who will refer you or even promote your business to their connections.

Another networking format is social networking. There are a plethora of online sites such as LinkedIn, Plaxo, FaceBook and Twitter that assist you in connecting. Though called social networking, many people and companies are using these sites to meet potential business associates and develop relationships. They are doing business with connections made by becoming ‘friends’ or ‘followers’.

Sites that have a strictly business format are also on line and normally require membership fees. This is understandable, because they provide the same benefit as face-to-face networking. The purpose is a formalized business connection opportunity. Normally, just one customer per year will more than cover your fees. LinkedIn is free, but has two business-level upgrades that are fee-based. My favorite business networking site is One Degree Connected. Members have the ability to meet people in each others’ databases. Each member is just one degree away from everyone else. However, your database remains confidential until you agree to make the connection for the requester.

In-person networking, social networking and business on-line networking provide 3 unique opportunities to be introduced to those you’d like to meet. They provide an opportunity to start building a relationship. You receive warm introductions from people they know, and that relieves the cold-calling shivers.