Recognize this guy? You’re at a networking event. He shoves business cards in your face, asks you to do a favor for him, and then rushes off to fawn all over another easy target. The next day you receive a long, boring email (with attachments) asking you to refer him.

Come on. What planet is he from? He’s loud and pushy and fails to understand that networking means connecting with people—one person at a time.

Even without people like this giving networking a bad name, the thought of walking into a crowded room and talking to strangers still inspires dread in the hearts of many professionals.  We’re much more comfortable hiding behind a screen. But while social media is a great tool, it doesn’t replace the power of in-person connections. So successful salespeople also make time for networking the old-fashioned way—face to face.

What are you afraid of?

Every new person you meet could be a potential client or referral source. So if you’re not actively networking, you’re missing out on opportunities to expand your connections, learn something new, exchange ideas and inspiration with others, and give your sales pipeline a boost.

Networking means talking to people, building relationships, and being genuine. As a sales professional, you’re probably already good at that. You network to make friends, sell products, promote your company, find a job, find new clients, learn the latest best practices from others, or gain more visibility in the business community. And networking opportunities exist everywhere—meetings, professional associations, alumni groups, sports groups, community groups, weddings, parties, and any place people come together.

You’ve got this

I suggest attending at least one event per week. In fact, this is a non-negotiable part of my referral-marketing strategy.

I typically attend two business events each week—with four goals in mind:

1. Meet interesting people.
2. Learn something new.
3. Get a new client.
4. Have fun.

If I achieve at least three of these goals—and I make it a point to do so—I am thrilled! You will be too.

Here are some tips to make your next networking opportunity a huge success:

Preparation:

• Decide which events to attend, pay for them, and put them on your calendar.
• Set a goal for each event.
• Travel solo. If you go with someone, split up and meet new people.
• Plan your personal introduction

Interaction: 

• Wear your name badge on the right. Read and use other people’s names when talking to them.
• Don’t spend time talking to people you already know. Look for a person standing alone and introduce yourself. Or find friendly conversations to join.
• Move graciously from group to group until you find someone interesting with whom you can have a deeper conversation.
• Have plenty of business cards with you, but don’t try to hand them out to as many people as possible. Instead, attempt to make three or four solid connections.

Follow Up:

• Have a system for organizing your contacts—where you met them, what you agreed to send or do, and when to follow up.
• Send handwritten notes to new contacts with whom you want to build relationships. The fortune is in your follow-up.

Above all, relax and have a good time.  

To learn more about how small businesses can punch above their weight, visit salesforce.com, or download the free e-book.