So many people attend business networking events, participate in online business networks and have networking meetings. But what do they get back from all of that time and effort? The answer is usually very little. They struggle when it comes to turning networking into business. To explore this, I use the phrase 'CTC' in my many networking and referral seminars. It stands for any of the following:

• Card to Client
• Contact to Customer
• Card to Connection
• Connection to Client

You get the idea. It's about turning a business card into a sale. It's about converting your networking leads into paying customers and clients. It's also the hardest thing for most networking business people to do. Here's why:

Business isn't difficult. People just make it so. After all, who chooses to go after everyone, trying to sell everything using every selling channel? Not you, of course!

Or who spends time on the wrong things - you know - the things you should be doing? The things that DON'T play to your strengths. Not you again?

Likewise, networking should be straightforward. Get out there, meet the right people, have the right conversations, keep in touch. Help, sell and connect. Know and be known. So what goes wrong?