By Amanda Hansen, Client Relationship Manager, PDI Global, Inc.

Everyone knows that networking is an important source of new business for professional services firms. Yet many of us are reluctant to network, or limit our networking to a few familiar contacts or activities we feel comfortable with. In some cases, this is because we think networking is not as important as doing our work. In others, it’s because we don’t really know how to go about building relationships with potential clients and referral sources. But networking is both essential and a skill that everyone can learn. Here’s how to create a high-power network that will literally hum with opportunities. 

Networking basics

People have different networking preferences and styles. Some like large events, such as conferences, designed to provide exposure to a large number of people. Others prefer smaller gatherings, such as luncheons or seminars, that don’t focus on networking but offer opportunities to begin conversations that can build into networking relationships. Whatever your style, you’ll need to do the following to network effectively.

Plan for it. Networking doesn’t just happen; it has to be planned. Start by identifying organizations, such as local chambers of commerce and trade associations, that will enable you to meet the type of people you would like to build relationships with. Typically, these include other professionals, such as accountants, bankers, lawyers and insurance providers, as well as business leaders, media representatives and potential clients.

You can use The Encyclopedia of Associations, the Directory of Associations and similar resources to find organizations that may provide networking opportunities. See who belongs to them and if they offer meetings, luncheons, conferences, committee involvement or other activities that can put you in touch with people you want to meet.

Make time for it. Many professionals think they don’t have time to network. But breakfasts and luncheons can provide excellent networking opportunities without taking time away from other work activities. It helps to set a goal for the number of networking events you want to attend each month and create a monthly networking schedule that meets your goal. 

Prepare for it. Find out as much as you can beforehand about the organization and the event agenda — or about the person you’ll meet with and his or her firm. Contact the group conducting an event and ask about the speaker or the length of the program, for example. This way you may be able to forge a connection and have a friendly face to look for when you arrive.

If socializing does not come easy to you, you might find it helpful to have at least three "small talk" questions in mind to serve as conversation openers.  For example, "How did you find out about the meeting tonight?" Ask open-ended questions that draw people out, then turn their answers into two-way conversations.

Commit to it. Your visibility and activity within a qualified organization are often more important than the kind of organization it is. The key to successful involvement is your genuine interest in and enthusiasm for the group. Without this, you will not be active and therefore not benefit. If you choose to become involved, focus on making yourself known. Serve on a committee, write articles or do whatever it is to showcase your expertise to fellow professionals and increase their recognition of your name. Initiate projects. Look for ways to help the organization while demonstrating your creativity through new committees or new projects.

Work it. When attending a networking event, scan the room for eye contact and friendly smiles. Also, seek out people who are by themselves. Instead of going up to a group of five people engaged in lively discussion, find someone who is alone and looking to start a conversation. Whenever possible, exchange business cards and let people know how you can be of service to them or their clients.

If the event is a luncheon or dinner where seats are not assigned, use this opportunity to meet new people. Instead of approaching a table where only one or two seats remain, go to one where few are seated. You’ll find the people at a sparsely populated table eager (and grateful) to welcome you rather than already engaged in conversation and less likely to notice or include you.

Follow through on it. The key to building an effective referral network is maintaining contact with people who have demonstrated a willingness to exchange referrals and information about prospective clients. At a minimum, add the person’s name and contact information to your database, and send a note or e-mail to those you connected with at an event telling them you were pleased to make their acquaintance. If someone asks for a brochure or a copy of an article you’ve mentioned, be sure to send it promptly.

A week or two later, contact those you meet at the event to see if they may be interested in lunch or some other meeting in which you can get to know them better. Let them know you are interested in exchanging referrals, but be sure to get an OK before you use a person’s name as a referral to get to someone else. To organize your referral information, use a contact database program that includes a reminder system to keep up with the contacts you’ve worked so hard to achieve.

Communicate with it.  Periodically segment your contact list into A, B and C groups on the basis of the number of referrals they have given you, or their potential for doing so. Be sure to be in frequent face-to-face or phone contact with your A list at least once a month, and do the same for your B list at least quarterly. For C contacts, you may simply want to talk to them when you have a special need or when they contact you.

Also, be sure to send all of them newsletters, articles and other material that will keep your name at the forefront of their minds. The brandable Merger & Acquisition Connection newsletter, available exclusively for AMAA members from PDI Global, Inc., provides an easy, cost-effective way to stay in touch. (For more information, contact Amanda Hansen, 800.227.0498 ext. 1681, or ahansen@pdiglobal.com.)

Evaluate it. After you have built a solid network of contacts and are regularly in touch with them, you should evaluate the effectiveness of various involvements or referral sources in generating new business. Once or twice a year, look at each organization you participate in to see whether you should continue, and if so, whether you should participate in the same or a different way.

Focus it. Effective involvement can be time-consuming, and it is generally better to be active in one organization than passive in several. Don't expect to get something unless you give something. Networking is a two-way street. You won’t realize any rewards unless you make effective contributions. But if you put some time and effort into networking, the payback will be worth it many times over.