At some point in sales everyone has to cold call. A lot of folks go with the Three-Foot Rule; anyone within three feet is a potential customer.

I really hate the three-foot rule. It relies on the idea that you must practically trip the guy waiting in line in front of you to make a sales presentation. I always felt like that was bordering on manipulation, and we know where that leads. You’re never going to manipulate someone into becoming a repeat and long-term customer.

People will be more receptive to those whom they already have a relationship with. This doesn’t mean you will rake in sales after every conversation, but build trust and you will have ready opened the door.

Social networks are perfect for this approach. You meet other people sharing the same experiences. You learn about their needs and wants. If you have something they might require to fulfill that need, then you’re nearly in like Flint. You have a better chance that they might at least listen to your message.

I hate bugging people in general, so often I leave social connections alone; I don’t want them to hate me later. However, if you listen and build rapport then you have a much better chance of being in the right place at the right time and can present your opportunity, service or business. John Cass provides an excellent example of using Social Networks in an old-fashioned way to build a network and he says it comes down to, “…spend[ing] some time really connecting with people.”

There are hundreds of people I know that I have failed to talk to in months. I think it’s time I called a few of them and say ‘hi’ and really connect without worrying about getting something out of the connection. Build a strong group of people you really care about and in the end you’ll benefit in so many ways. And you’ll be able to toss out the Three Foot Rule for your personal gain and rather use it to just be a friendly person who is always ready and willing to just listen.