To the uninitiated networking could mean linking computers together or even something to do with fishing. In reality, what I am going to talk about is the meeting people kind of networking. For many small business owners this is the most important way to get connected, create strategic alliances, develop relationships and even gain new clients.

So what’s involved?

There are many opportunities for networking. For example, Chamber of Commerce mixers (events hosted by different businesses throughout the region and sponsored and promoted by the Chamber). These events are usually held monthly and provide an opportunity for business people to “network”

Bring along plenty of your business cards and be prepared to stand and talk for a couple of hours. The objective is to strengthen relationships, meet new people and through conversation, find people interested in your offering. To be effective with this have your business cards ready. Don’t be fumbling through pockets. Keep a hand free for introductions. Be ready and willing to introduce colleagues to new acquaintances.

Consider some before hand preparation. Be knowledgeable about your offering. Have a short description memorized along with a few of the benefits. Always wear a name badge! At most events name badges are provided with adhesive on the back and are hand written. This is okay, but the preferred method is to use your business card in a plastic holder or even better have an engraved nameplate made. The latter is quite inexpensive and really adds credibility to your presentation.

After the initial introduction make a point of remembering the person’s name and be a good listener. Often people are in such a rush to tell their story that they forget to listen and miss many opportunities or spend time talking to someone who is not interested in their offering at all.

There is usually finger food served at “mixers” and that first impression can be forever shattered by a piece of broccoli stuck in your teeth or honey mustard dip on your tie. I usually try to get the food part out of the way and then start to mingle. With a room full of people it’s not always a possibility. It is not likely that you will meet everyone in the room; however, try not to linger through long conversations. Remember, the objective is to “mix” or “network”.

When the evening is over and you have a handful of business cards what do you do next? Follow-up is the next step, either by telephone or letter, depending on the nature of your initial conversation. I usually make notes on the back of each business card regarding when to call or any special information.

About two years ago I had the pleasure of meeting Patricia Nichol, author of “Power of Positive Linking”, in which she describes many effective survival tactics for networking. In many cases the idea is to get an appointment to meet and present your offering. In short, ask for the business!

Often I think people expect to come away from these events only with potential customer’s cards when in fact it is also a great opportunity to create wonderful strategic alliances and contacts with individuals who may be helpful to you with your offering. Some of the people you make contact with may indirectly lead you to more business. Always keep these doors open; you never know who may come through them.

Could you pass the honey garlic dip? Oops, watch your sleeve!

See you at the next mixer!