Variety is the spice of life! It’s also the key to a powerful network. Business professionals who count on qualified referrals to build their business know the importance of meeting new people—not just any people, the “right” people. I’m not saying that there are “wrong” people; simply that there are people better suited than others to help you.

All too often, we spend way too much time doing the same things with the same people and there is nothing that will take you down faster than surrounding yourself with too many folks who are too much alike. Limiting your contacts means limiting your referral marketing efforts.

Forrest Gump’s momma was a little woman that made a big statement, “Life is like a box of chocolates…you never know what you’re gonna get.” The same is true of many networking events, boardroom meetings, and trade shows that you attend. Often times we walk into a room full of wondrous variety. Experienced networkers know how to relationally sample and select the very best.

I can’t tell you how many networking events I’ve been to over the years. Without exception, some folks are enjoying, or finding solace in, the food and drinks. Others are shaking hands, kissing babies and collecting as many business cards as possible in hopes of finding that one special person that will become their next client.

Unless and until you can take all of those business cards to your local bank and cash them in, it’s probably not in your best interest to become a card collector. Instead, you should attend networking events with purpose—the purpose of connecting with the right people.

I hosted a workshop several weeks ago. Everyone in attendance looked, well, like me: suit on, hair done, laptop in tow and Blackberry in hand except one guy. He had on uniform pants, work boots, a sweatshirt, and had his hair pulled back in a pony tail. Almost no one talked to him. Why? Because he was different.

The one person that did take the time to connect with him, a very smart BNI Executive Director, struck gold. He learned that Jeremy was an auto mechanic. He wasn’t just any auto mechanic; Jeremy was one of two Certified Master Porsche mechanics in all of Southwest Virginia. Do you think some of his clients may be part of our target market?

Diversify Your Network by Diversifying Your Calendar

1. Attend a new networking event with purpose, the purpose of meeting new people.
2. Find a person in the room that no one is talking to and engage them.
3. After learning a bit about who they are and what they do, ask them to introduce you to someone there that they know. Diversity, here we come!

At this point it becomes incredibly important to know the difference between contacts and connections. In his recent bestseller, The 29% Solution, Dr. Ivan Misner offers that a contact is someone you know, but with whom you still haven’t developed a strong, trusting relationship. A connection is someone who knows you, likes you, and trusts you because you’ve taken the time to establish credibility with one another. Card collectors are increasing their surface-level contacts.

Conscientious networkers are looking for high-level connections. How much money are you leaving on the table by hanging out with people who are already connected to the majority of the people in your network? Diversify your networks. Embrace a variety of people to help you build your business by referral. Get out there, meet someone new, and start digging. You never know when you might strike gold!

Paula Frazier is a referral marketing expert for BNI & Referral Institute and has helped thousands of business people create millions of dollars in qualified referrals over the last 9 years. She is part of an exclusive team of international Master Trainers and collaborates with the leaders in her industry to continually develop cutting-edge referral marketing concepts for the organization. Paula can be contacted at paula@referralinstitute-va.com.