Real networking isnt about handing out business cards at a networking event, or seeing how many you can collect before the event is over. Real networking is about relationships that, when cultivated properly, will breed referrals and positive word of mouth about you and your company.

Too often I hear the famous networking complaint: networking doesnt work for me. There are a variety of reasons why someone might feel this way. 90% of the time it has nothing to do with them or their business; it has to do with what they think networking really is. Networking IS NOT simply going to networking events and hoping that youll get some new clients or referrals. Lets say you join your local Chamber of Commerce and go to every lunch meeting that they offer. You do this for a solid year. Are you likely to get any business? If all you did was go to the lunch meetings then the answer is either probably not, or very little.

Networking events are just the beginning of the most important part of networking; Building Relationships. Youre not going to be able to build strong relationships simply by saying hello to a few people once a month at lunch. The relationships that are likely to generate those precious referrals youre looking for are built outside of the networking event. These business events are really just a great place to meet people with whom youd like to build a relationship. Certainly theres a little more to it than that, but identifying these prospects is the primary benefit of these meetings.

The key to building real, profitable business relationships is what happens outside these networking events. Its the one on one personal interaction with the gentleman or lady that you met at that last event where youll find the gold. Its difficult to get to know someone, and learn what theyre truly passionate about in a noisy room with dozens or even hundreds of other people. If you sit down with that same person for coffee, or lunch youll have a much better chance to get to know who they really are.

Solid networking relationships are built on trust. The best time to do this is while sipping lattes, slurping spaghetti, or slugging Shiner (a local Texas beer). Of course a meal doesnt have to be involved. You might call and ask if you can take a tour of their business operation. Invite them to another coming event that they might be interested in, and schedule time afterwards to sit down and share what you though of the event with each other. Even a phone conversation will get the ball rolling. The point is youve got to take the time outside of these networking events to get to know these folks

The next time you go back to your office from a networking event take out the stack of business cards you collected. Find a couple of people that youd like to really network with. Now pick up the phone and give them a call. Take a few minutes to get to know them a little bit better and schedule a time to get together. Coffee, lunch, beers, it doesnt matter. Just make sure youll have enough time in a suitable environment that you can learn more about each other and your respective businesses. This is the beginning of real networking.

Once youve really gotten to know someone the possibilities are unlimited. Just remember that networking with someone is not a one time event. Its an ongoing process. Youve got to communicate regularly and follow-up on the things you say youre going to do.