To meet the right folks, choose the right groups

Effective networking is a critical tool in a marketing program, particularly for companies focused on business-to-business sales.

The most effective business people understand that if you don't put yourself out into circulation to meet lots of people, your odds of connecting with opportunities are slim. Smart business promoters make it a point to shake plenty of hands and get involved in the community.
Since no business owner or executive has unlimited time, choosing the right groups to meet the right people is vital. Determine which associations or events will get you in front of business leaders from the industries you want to service.

Fine-tune your networking

Chamber functions, annual corporate dinners and galas are usually good bets for meeting decision-makers.

There is also ample opportunity to target your networking further. For example, if you sell construction equipment or materials, you will likely find the right audiences at events held by builders associations or economic development agencies. If your company provides title insurance, networking with associations that serve bankers, Realtors or lawyers would be a strategic investment of your resources.

Socialize first, then get to work

In the end, you can schedule some type of networking event almost every day of the week. But who has that much time? Make your efforts count by networking with decision-makers who represent industries likely to do business with your company.

We've all been worked over by a salesman at an event who was too pushy and crossed the line of appropriate networking behavior. The last thing you want to do is put people's guard up.

While everyone has his or her own style, I have found significant success in making networking a very social experience. Try not to talk turkey in the first 10 seconds. When meeting other businesspeople, take an interest in their professional story and always make it a point to inquire. Then after listening, have your 20-second summary ready about who you are and what you do.

Making networking more casual, but still getting to an exchange about business, is a terrific way to meet potential customers and foster strong business relationships.

Now it's time to ramp it up

Finally, after you have a fruitful introduction with someone you would like to do business with, ramp up your efforts. Follow up with an e-mail within the next day saying it was nice to meet him or her and provide your company Web site. You may also have specific ideas to share in how your companies can do business together.

Leverage your networking efforts by following up more formally through an e-mail or phone call. This may reap significant rewards or plant seeds for the future.