Networking is one of my favorite forms of marketing: it gets me out of the office, I get to meet new people, and there’s usually food involved. So it should come as no surprise that when preparing marketing plans for clients, I often recommend networking as part of the plan. But, being the avid networker that I am, I sometimes forget that not everyone knows how to get the most out of their networking opportunities. With that in mind—and with the help of a few of my fellow networkers—I’ve developed a three-part series dedicated solely to the art of networking.

First things first: Let’s start by determining what networking is, and what it isn’t.

• Networking is relationship marketing.
• Networking is NOT about selling, “used car salesmen” style.
• Networking is about building ongoing reciprocal relationships with like-minded professionals.
• Networking is NOT about being pushy, or trying to make quota.
• Networking is a long-term, ongoing process that takes time, but when established, provides you with a team of advocates that voluntarily promote you and your business.
• Networking is NOT a quick fix, or one-time thing that you can show up to and expect immediate results.

With that out of the way, let’s move on to some tips to get the most out of your networking experiences, so you can start building your team of advocates!

1. It’s about quality, not quantity.
Your time (and money) is valuable, so it’s worthwhile to be picky about where you spend your time (and money) networking. As Jeff Fisher, Engineer of Creative Identity with Jeff Fisher LogoMotives, says, “[People] can get lost in huge Chamber groups where everyone is attempting to network on a large scale…I’ve had great success with smaller business organizations…I also attend a lot of community, non-profit and art events that become networking opportunities as soon as I say what I do for a living and someone asks for my business card.”

With so many networking opportunities out there, it usually makes more sense to attend smaller events that cater to your target audience, rather than go to a few large events just to collect business cards. I’m not saying that the larger events aren’t worthwhile—I’m saying that you should be choosy about the events you go to, try to determine which one(s) will be the most beneficial for you, and don’t feel obligated to go to every single event.

2. Do you have a card?
Whether you’re at a networking event or in the checkout line at the grocery store, your answer should always, ALWAYS be yes. Forget American Express, it’s your business card you should never leave home without!

Waiting for your cards to come back from the printer? As much as it pains the designer in me to say this, even cheap, temporary cards are better than no card at all. Just be sure they really are only temporary, and let people know that…because cheap still looks cheap. But, my point here is: ALWAYS HAVE YOUR BUSINESS CARD ON HAND. Are we clear on that? Okay…moving on.

3. And what do you do?
As I mentioned in the beginning, networking is about building relationships, so don’t do all the talking. Ask questions, and when you do, LISTEN. Find out about what they do, and make a note on the back of their card to help you remember the conversation later. And pay attention to your body language.

Maryann Little, of Big Bull Creative, recommends standing shoulder-to-shoulder when talking. She says this helps leave room for others to join in. “I’ve found that if I’m face-to-face, people likely don’t want to intrude, but I welcome others to join in, so for me, how I stand is extremely important.”

4. It was so nice to meet you…
Regardless of whether or not you thought there was a connection, FOLLOW UP with the people you meet. As graphic designer Dina Dembicki points out, it’s not necessarily about the individuals we meet at these events, but rather the “referrals to the 200 people they have in their address book.” And chances are, people aren’t going to base a referral on your business card alone, so follow up!

A quick email or brief hand-written note saying, “Nice to meet you” is fine. Just make sure you follow up, and it’s best to do so within a week of the event (but sooner, if you can.)

5. I’d love to learn more about you and your business…
Okay—you hit the jackpot. You found the perfect event, and following my guidelines, met someone you’d really like to connect with. So what now? Don’t worry, it’s really quite simple.

When you meet someone at a networking event that you connect with, send them your follow up note, but include an invitation to get together over coffee, because you’d “love to learn more about [them] and [their] business.” Coffee is great—it’s informal, shorter than a lunch, and typically takes place in neutral territory. And by the time you’re done drinking your non-fat, half-caf double mocha latte, you’ll know if this person is someone you’d like to add to your network. The best part is that you’ve had some serious face-time with this person, and they’ll be far more likely to remember (and—fingers crossed—recommend) you in the future.

Well, there you have it—the top 5 secrets to my networking success. In the next installment we’ll talk about online networking. Until then, here’s to your successful networking!