Expanding Your Spheres: How to Influence People throughout the Business Community

As a business owner, you are nearly always trying to expand the number of potential customers or clients that you are reaching. A good way to think of these networks is to imagine them as a series of overlapping spheres. Each person is at the center of a network, which is comprised of the people that he or she knows. Each one of these people is also at the center of their network, and a member of others.

When you visualize networking in this way, you can quickly see how an entire business networking “universe” can be built from these spheres. This can lead to some effective networking strategies:

· Pick your targets based on the size of their “spheres”
If you develop a strong relationship with someone in the community whose knowledge and abilities are highly respected, then you will, by association, gain some valuable standing when that person thinks highly of you. In addition, you will also get more exposure when they speak highly of you because, simply put, more people are listening.

· Evaluate the quality of a sphere
Carefully consider the people with whom you do business. If you work with someone who is dishonest or unscrupulous, then that may taint your reputation as well. Always use your good judgment, and do not refuse to work with someone solely based on their reputation. However, should you find that they do, indeed, engage in poor business practices or work closely with others who cheat or steal, then you should probably try to end your relationship as pleasantly as possible.

· Turn your own sphere to your advantage
Just as you want to work with and for people who can help you advance your business, so will others want to work with and for you. Cultivate your sphere to include business contacts in every area that can be related to your business. For example, if you are a landscaper you might want to have a number of contractors, builders, real estate investors, painters and general maintenance workers in your sphere. Not only will knowing them help your exposure, but it can also make others want to work with you in hopes of making valuable contacts later.

And remember, market creatively, carefully and often!