As the credit crunch continues to bite, it is more important than ever for businesses to get themselves out and about, raise their profile and meet potential new customers. However, some people find it easier to sit through an episode of Big Brother than to network. Here is a short guide that will hopefully make the networking experience more enjoyable- and more importantly effective for your business.

ATTEND THE RIGHT THINGS
One of the most precious commodities we have in business is time. So, make sure that every event you attend is relevant to you and your business. There is a big networking industry out there now, so there is no shortage of events to attend. However, choose quality over quantity, and select networking groups that will include members that you have a genuine chance of doing business with.

BE CONFIDENT
Nobody likes going to a new place on there own, and often people go to networking events with a group of friends. This helps you feel more comfortable in a different environment, bur the danger is you spend all your time catching up with your mates, rather than ‘working the room’. If you can, attend an event or two on your own, or alternatively, make a conscious decision that for at least half an hour you are going to leave your herd and circulate. Remember, everyone in the room is there for the same reason, and they will welcome an approach from you. It is also easier for people to approach you if you are not in a ‘group huddle’ with colleagues.

RESEARCH PEOPLE YOU’LL BE MEETING
If you can, find out who else will be attending the event, and do some research on their business so that you can engage with them more effectively. This will also give you an idea of who you should be targeting to meet at the event. Don’t hesitate to ask the event organisers to point out people you want to talk to, or even to facilitate the introduction. That is what they are there for.

REMEMBER WHY YOU’RE THERE
The complimentary food and drink may be appealing, but focus on business. Remember names, collect and give out business cards. Talk briefly, but effectively, and don’t bore people. The latest gadget that has just made your firm 10% more productive may be fascinating to you, but it will have others yawning and looking out for the next vol-u- vent!

YOU SCRATCH MY BACK...
Don’t hesitate to introduce others to each other when appropriate. It may not have any immediate advantage to you, but people remember these things, and will return the favour at a later date.

LOOK THE PART
Dress to impress. That doesn’t necessarily mean wearing a suit, but Bermuda shorts and sandals won’t cut it either. First impressions do count, so present yourself in a professional manner.

FOLLOWING UP
Always follow up the contacts you make, the business cards you have collected and the people you have met, and do it quickly, while its fresh in your mind and with the other person. It is pointless collecting a dozen business cards and then simply filing them away. It takes seconds to make a quick phone call or drop your new contact an e mail.

ENJOY IT
If you don’t, it will come across to others, and you will be unable to project the positive image you want. If you’re not having a good time, you’re going to the wrong events, so, as I said at the start, look around the networking ‘market’ and find out what’s right for you.