Many years ago, there was a saying that I have not heard of lately. I first heard it in the mid 80′s in my first job.

“It’s not what you know but who you know”

When we need something done, like some electrical work or plumbing, we ask friends and neighbours who they would recommend. We trust their suggestions because of their previous experience or what they have heard. A variation on the saying, “…who you know”.

In fact for a business to be recommend in this way is a great way to gain customers. Do a great job and the news spreads. It gets remembered. “Word of mouth” can be a powerful thing.

Does any of this sound familiar?

The more friends and connections you have the better the suggestions. If you are a business with lots of friends or connections, you can spread the word of you good deeds. You can reach more people.

Familiar yet?

If you have not guessed already, I am talking not just about the real physical world but also social networking. Examples being Facebook, Twitter and MySpace.

Many business people I have met have all said that social networking was good but not something they would spend time on. Well, what they actually said was that sites like Facebook was a waste of time. I met these people at the Angel Traders business fairs, events where people come to ‘network’ and ‘socialise’ with other business people and potential customers.

Sites like Facebook can help you reach out to more people by connecting with those who need your product or service. They in turn can recommend you (add as a friend, etc).

This is the Internets version of “word of mouth”. This becomes “It’s not what you know but who you know” once you have enough connections.

The Internet offers many opportunities to connect with customers, other businesses and to market yourself and your business. Don’t let them pass you by.