BUSINESS people from across Hillingdon who are actively involved in a successful networking group learnt the tricks which could help attract new customers.

Members of Gateway 2 Business gathered at their regular weekly meeting place of The Barn Hotel, in West End Road, Ruislip, this morning (Thursday).

Guest speaker was Grant Leboff, principle of The Intelligent Sales Club and author of the best selling book, Sales Therapy, which addresses the changing world of marketing and gives tips on trading in the 21st Century.

He was invited along by Phil Taylor, a long-standing member of the group, who has worked closely with him over many years for the benefit of his own marketing company Altroy, in Ickenham Close, Ruislip.

Mr Leboff spoke at length about how the old 'funnel' model of marketing, whereby through constant cold calling and leaflet dropping businesses could count on a steady stream of customers, was now broken.

He argued it had been replaced with a 'straight line' approach which involves businesses having to think carefully about their target market and ensure they build the relationships which will lead to positive results further down the line.

He said: "It is a waste of time letting people know about the benefits of a product or service because until they are in the market for that product or service they will not be interested.

"You only have to look at how few people take cold calls now, or read or keep mail shots, compared to the 1980s when we had less choice and were more willing to respond to direct marketing techniques.

"Globalisation and the rise of the internet are the reason consumers have all the power now and it is quite wrong for a small company in Ruislip, for example, to say all these changes won't affect them."

Gateway 2 Business include a referral section in all their meetings which allow the members to pass business between themselves as and when they identify clients who could benefit from someone else's expertise.

In order to remove the threat of competition the group only allows one representative from a particular industry, banker, gardenener, lawyer, to become a member.

Mr Taylor said: "Building relationships is what this group is all about and 100 per cent of my business now comes direct from the referrals and word-of-mouth I work to build."

For more information on Gateway 2 Business contact chairman Peter Cole on 07725426873.

For more on Mr Leboff's work visit The Intelligent Sales Club Ltd website