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Some people avoid networking as they think it is all about the hard sell. Others think they will find it awkward and uncomfortable. However, looked at simply, networking is just about meeting people. However, networking for business owners needs to be focused. Effective networking begins with a plan.

Think about:

What research do you need to do to pinpoint suitable groups? Who do you want to meet? This can be specific individuals or generic groups. For instance, do you want to meet your opposite numbers in similar businesses, potential customers or both? What outcomes do you want from your networking? Do you want to forge alliances, find members for your Mastermind group or collect contact details for your mailing list? How much time and money are you prepared to allocate to networking?

If you are nervous about networking, arrive early. It seems less intimidating if people have not already formed into groups. Ask questions and really listen to the responses. Concentrating on someone else also helps to minimise nerves. Find out about the person you are talking to and what they need, before jumping in with what you can do for them.

Give your full attention to those you are currently talking to, but don't be afraid to move on politely. After all, you're both there to network. Plan and rehearse some useful phrases for moving on while still leaving a good impression.

Consider how you can be helpful to other networkers. Even if it doesn't lead to direct business, you will feel good and the other person will have a very positive opinion of you which they are likely to pass on to others. Do as much as you can to introduce and connect people and suggest referrals for others.

Keep accurate records on the contacts you make. It's a good idea to make a quick note on their business card and follow up with more detail later. The most important element of networking is how to handle following up. Aim to contact people within 48 hours of a meeting while you are still fresh in their minds and you actually remember who they are! We've all experienced finding old business cards in a briefcase or desk drawer and not being able to remember meeting the owners of the cards!

Not all networking events are going to turn out exactly as you'd like. Aim to be relaxed about this. Every new event is another opportunity for positive results. Remember, successful networking is about being visible. You may want to consider joining the committee to increase your profile.

Attend a group several times before you dismiss it as ineffective. However, don't keep flogging a dead horse.

(c) Shona Partridge Women Mean Business