Talking to people uncovers new ideas and opportunities. It’s a way to keep a pulse on business in your city or industry. It’s a way to be on the inside track about changes in technology that could affect you. It’s a way to stay on top of trends.

More than talking, it has to do with listening. Many years ago, I was preparing for a conference call with a highly successful writer and authority in his field. I fretted over what points to cover, what questions to ask, and how to determine how I could tempt this author into working with us.

Fifteen minutes before the call, I spoke with a colleague who was working on this project with me and would be a part of the call. After listening to me express my concerns about the call, he said, “If you want it to be a great call and get him to buy into the deal, spend 80% of the time listening and 20% talking.”

I followed that advice. It was tough. During the first 20 minutes I felt like someone had duct taped my mouth closed. I briefly described our mission and what we had in mind. I listened. I asked only a few key questions.

The call took 44 minutes. At the end, we had total buy-in from the author – considerably more than we had hoped for or expected. In fact, at the end of the call, he said, “Great call. I’m looking forward to working with you guys.”

I have a friend here in Manhattan who never eats lunch alone. That’s his policy. And he’ll do exactly that at least 4 days a week. This is his connection to the world.

He doesn’t sell. He talks a little. But mostly he listens. This technique has put him at the top of his profession (earnings wise)… and keeps him there.

By the way, a willingness to talk to lots of people has nothing to do with selling. But the approach sells.