Saturday, February 19, 2011
The counter example would be something where there is little to no risk. If I asked you where I could buy some flowers for my wife, you could probably think of at least half a dozen businesses which could serve that need. Now, this doesn't mean that those in the floral business can afford to ignore their relationships. After all, if you can think of six places where I could shop, you are more likely to recommend someone in your network than not.
They also can't ignore the quality of their merchandise or the responsiveness of their service. Ironically, a strong network actually works against you if you are substandard in any area. Just think about how many times you've said something like: "The wait staff aren't very good, but the food is terrific!"
So, whether you are in a high-risk or low-risk business, continue doing all the things necessary to make that business great. Just be aware that when it comes to developing clientele through networking, the perceived risk defines the networking lag that you might experience.
Photo credit: Michaela Kobyakov