Networking know-how is very important for your business success. We are all looking for success, but how do we find it?

Whether you’re an introvert or an extrovert, feel like you can talk easily with strangers or choke up with embarrassment, business networking is imperative! All things being equal, people will choose do business with, and refer business to, people they know, like and trust. Sounds great, but what steps help insure that I do not waste my networking efforts, time and money? 

Think of networking as a way of creating mutually beneficial, win-win relationships. In order to be win-win, there must be GIVE and take (notice the emphasis on give). Networking events shouldn’t be viewed as “opportunities”  to sell your business, products or services. When effective networking is working, all parties involved should get the chance to actively share ideas, information,resources, etc.

Everyone would agree that business networking is one of the most cost-effective lead generation activities for small business professionals when used wisely, appropriately and professionally. But what is the wisest, most appropriate and most professional way to network? Here are seven steps to help you succeed when networking for your business.

1. Check out several groups to find the best fit for your personality and value. Most groups will allow you to visit a couple of times before you must choose to join. Ask around to find out why others have joined and what value they get out of belonging. Ask are you the “happy hour” kind of networker? The more serious referral oriented networker? Do you like to lead instead of simply join? All of these questions are very important. There are some networking groups that actually pay the leaders to network.

Resist the urge to just go join the Chamber of Commerce or BNI just because those are the most common networking opportunities. Custom tailor your networking to YOU. The Chamber might be a perfect fit, but, it might not.

Ask yourself where your target market might be found? What other benefits are associated with a business networking membership, etc. For example, if you are a woman who represents beauty and skin care, your best audience might be a women’s networking group.  If your are networking to find  prospective clients or referral sources, then you need to be networking where those resources can be found.

2. Attend consistently. Marketing is always about consistency. Don’t go just once or twice expecting things to happen and then if they don’t quit. Building mutually beneficial, win-win relationships will take some time. The contacts you make need to constantly see your face and hear your message. Continual contact with others over time will open up opportunities for you to go deeper and learn more about each others thoughts, ideas and capabilities in regards to your respective businesses.

Know, like, and trust generally builds over time. Being regular and persistent will pay off in a number of ways, from developing deep and meaningful relationships to building your business.

3. Get involved – be visible. Do as much as you can to help strengthen the networking organization you pick. Make yourself more visible within the organization. Volunteer to help with meetings, be on committees, or become a leader or board member.

Getting involved is the nest hing you can do for you and your business. First, it will provide you with more opportunities to establish genuine connections and get to know some of the contacts you’ve made even better. Secondly, the higher your visibility is in the group, the less you’ll have to work to make new connections. Instead, as new people come into the group, they will likely seek you out because they view you as a leader they respect.

4. Stay high touch and high tech when it comes to sharing information with your contacts. Don’t just assume that running in to someone once a month (or even once a week) will cause them to start doing business with you or sending referrals your way. You need to let them know what’s going on, what specials you are running, what services you are providing, and sharing testimonials when you’re not at that particular group. Using social media is a great way to accomplish this consistently and easily.

Send your contacts invitations to your events or open houses. Send them email or letters to share big news or success stories, especially anything of relevance to them or the contacts in their networks. If you believe that you have valuable ideas, information and resources to share with others, make sure you have a blog and other ways to share it and keep your name out front in everyone’s mind.

5. SHARE referrals and information. Get to know other members and what is a good referral for them. What kinds of information might you have access to that could be useful to them? You may initially think you don’t have much of value to share (besides your business and what you provide). Part of the key to getting good at giving is to not make assumptions. If there is a basic resource (e.g., a web site, article, coach, etc.) that has been been good for you, it is probably helpful for others as well.

Want to get better at actually giving referrals? Here’s a simple question to ask someone you’re connecting with. “What is a really good prospect for you?” Just the fact that you are willing to explore giving will elevate your know, like and trust factor.

6. Focus on Quality, not Quantity, Quantity, Quantity. It’s not the number of connections you make, but the quality of those connections. Are they mutually beneficial? Are they win-win relationships? Do you feel like you can contribute in any way to their success? Quality connections will be identifiable because all involved parties will be actively sharing ideas, information, and resources. Of course you need to spend time and effort getting to know the other person(s) and what’s important to them. But, you also need to be able to communicate effectively about the information and resources you want and need.

7. Be persistent, but be patient. The goal of a networking event shouldn’t necessarily be to come away with prospects every time you go out, but to come away with great connections. Networking usually takes time to get the relationships developed and nurtured.

8. Fix your attitude. Many say attitude is everything, while other’s say “Attitude is the only thing.” Get your head and  heart right. Don’t bother to network with a bad attitude because everyone can read it. Don’t approach networking as scary, boring, anxiety producing or a necessary evil for being in business. Instead wait to network until you can be excited and look at networking as a treasure hunt. Focus on the people you meet and look for ways to contribute to their success. You will be surprised at the fun you begin to have and the success you begin to enjoy.