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Networking is a cornerstone of sales lead generation and, by extension, running a successful business. Unfortunately, many companies fail to make the most of their networking efforts, says Steve Fretzin, founder and president of Sales Results Inc. He offers these four tips for successful networking:

1. Decide where to spend your time. Attend a number of regular networking events in your local area to determine which ones offer the most benefit to your business. Before each event, consider the best prospects and potential strategic partners you’d like to approach. A great resource for finding networking events near you is NetworkingMonkey.com.

2. Understand the basics of a networking event. Remember, while there may be great snacks and fun people, you’re there to work. So make sure you don’t lose sight of your goals. Don’t be a wallflower — you need to be the one to introduce yourself. When you do, start off by first asking prospects about their business.

3. Listen, listen, listen. When meeting new people, the best thing you can do is listen to what they have to say. Ask pertinent questions and make sure you’re really listening to their answers. This will give you an opportunity to let them know how your business can solve the challenges they’re facing.

4. Find natural affinities. One of the easiest ways to establish a successful rapport with a prospect is to find out where your common interests lie. This approach reduces the pressure of the sell and allows you to gain your prospect’s trust.