•SPECTATOR SPORT: Conversation with you should not be a spectator sport for others. Remember that there’s a huge difference between listening and merely waiting for your turn to talk. You hired your employees and perhaps a consultant because you assumed they had brains, so let them use them. Ask questions and listen to answers.

•JUST ANOTHER PRODUCT Realize that even though you think that your new product or service is greatest thing since flip-top beer can, world just sees one more product and must be convinced. You created this product and you know every function of it, but customers do not buy functions, they buy only benefits. Whether your product is a high tech internet service or office furniture, you must show how it is uniquely beneficial to your customer. Functionality makes your products work, Benefits make them sell.

•PAPER WEIGHT: If you have high tech inventive skills to create a product, chances are that you don’t have skills to market and sell it. Many small business owners think that marketing and sales are simplest part of their business, so it is almost an afterthought. There is only one reason that inferior products outsell better ones; and that is successful marketing. Think of your marketing plan as complete story book that sells your product. If your story book is a best seller, then your product will be a best seller. Without right story that will build sales and distribution, your wonderful product is just another paper weight head for a land fill.

•STAND BACK: Your competitors are not all stupid. Guess what? They think their babies are cute too, and they may tell better stories that make them look even better than yours. So stand back and look at yourself and your baby and try to look through eyes of a disinterested party, because believe it or not, world is a disinterested party.

Remember, there‘s an 80% chance that you will not be in business in 5 years. As busy as you are, and successful as you think you are, you must set your ego aside and realize that there are things beyond your control. Successful companies know that secret to success doesn’t lie in knowing everything; it lies in knowing what you don’t know, and finding those who do.

I wish you good luck and great success.

Steve Baker is a business advisor who specializes in market development. He founded a company that did $500 million the first year and he was sued for $1.4 Billion. He speak on How to be a Successful Failure, and he is the author of the award winning book, PUSHING WATER UPHILL With A Rake; Memoirs of a Successful Failure. He lives in Colorado where he is an avid poor golfer. He can be reached through his website www.PushingWaterUphill.com

FEAR OF BEING SEEN AS PUSHY. You may think that you will turn people off if you are assertive and that if they want to talk to you, they will make first move. If this is your line of thinking you will find yourself spending your time alone at reception or meeting function and leaving without a single new connection. Being open, friendly and interested does not turn people off.

You will not come across as overly aggressive if you seek out "approachable" people. These are ones who are standing alone or who are speaking in groups of three or more. Two people talking to each other are not approachable because they may be having a private conversation and you would be interrupting.

THINKING THAT OTHER PEOPLE MAY NOT LIKE YOU. There is always risk that other person is not interested in you and doesn't want to meet or talk to you. It happens. If that is case, don't take it personally. Nothing ventured is nothing gained. When you get a cold shoulder, smile, move on and say to yourself, "Next?"

HAVING YOUR INTENTIONS MISUNDERSTOOD. Approaching someone of opposite sex to begin a conversation may seem more like flirting than networking. This is more of an issue for women than men. Women have an equal place in work arena and need to make professional connections same as men do. Women in business can no longer afford to hold back when there is opportunity at hand.

Neither men nor women will have their motives misinterpreted if they present themselves professionally in their attire and if they keep conversation focused on business issues or topics that are not personal or private.

Whatever your stumbling blocks, face them before next networking event and devise a personal plan for getting past them. Once you do, you will find yourself connecting with confidence and courtesy on every occasion and results will be reflected in your bottom line.

(c) 2005, Lydia Ramsey. All rights in all media reserved.