I was involved in a meeting with owners of small businesses last week. One of the topics was the importance of networking in a recession. The consensus of each of the owners was that, for them, networking is the most cost effective way of building a route to market. Once trusted relationships are in place opportunities are consistently uncovered and shared. You do not have to keep hunting for that one off elusive piece of business.
Your return on investment keeps multiplying as you maintain the relationships.
Another benefit of networking that is little appreciated is this: Over time your costs actually decrease! Once you find the right networking groups and your inner network you spend more time with fewer people.
Compare that to the costs involved in other marketing. You only continue to get results by continuing to spend more.
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