You spend money. You make decisions constantly about where to spend it. Here are some of the ways you might choose the lucky recipient:

Who do I know? You need a product or service. Who do I know that works in that field?
Who do you use? It's time to choose a health plan at work. The company offers several choices. It's all so confusing. You ask the person at the next desk: "Who did you choose?"
Who's considered the best? You have a medical condition. You need a specialist. You don't want one assigned randomly. You do some research, finding the best in the local area. You ask your doctor if you could be referred to her.
Who is convenient? You need to buy paint. You know the home improvement stores carry a selection. You drive by a paint store every day on the way to work. It's so convenient.
Who gives a good service experience? You will soon be staying at a hotel. You know Ritz Carlton is famous for the experience they deliver. It costs more. Assuming it isn't too much more expensive, should you stay where they look after you?

Step 2: Learn about the people you know

Instant Insights /

How to tactfully network with people you already know: It's all about them