You know the feeling. “Justgotago Networking Function, 7.00 pm” pops up in your diary. You know you should go, you know you could go, but you don’t actually WANT to go. Catching up on admin, the TV, a good book and an early night are all much more appealing.
It’s called Network Reluctance and, like call reluctance, is a challenge to be overcome because we all know that networking is one of the most effective ways to build relationships and get those valuable referrals and alliances. The impact of the brief chat we have with the single person we connect with at a networking function can be just as fruitful as thousands of written marketing communications costing just as many dollars
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