Attending networking events is like taking vitamins, it’s essential, but often neglected. The reasons many people give for not going to networking events include:

• Not gaining sales/new clients
• Repeating your elevator speech constantly, with no measurable result
• Collecting business cards from people who may not become clients.

There are ways to approach networking events that can lead to positive results for your business. If you want more than just a bunch of business cards to sort through, here are some ways to get better at networking:

Be intentional about your networking events

The organization that is sponsoring the event will influence who will attend   If the event is sponsored by a chamber of commerce, a wide variety of professionals will attend the event. If the event is sponsored by the local branch of a national professional organization, such as an association of accountants,  professionals who are members of that organization will attend the event.  If you want to network with people in different professions, a chamber of commerce event is best.  If you want to stay within your profession, attend networking events hosted by professional or industry specific organizations that make sense for you.

Keep your end goal in mind

What are you hoping to get out of attending a networking event? Are you looking for new clients, business partners, referral sources, or mentors? The kind of contacts that you want to make will determine the type of approach you should take. This will help you to prepare for the event and stay focused once you are there, since you have a plan in mind.

Hone your elevator pitch

Your elevator pitch quickly tells others who you are and what you do. Practice it until it feels natural.  If is feels stilted, rework it.  This is an instance where less is more.  My elevator pitch is this: “I’m Debbie Goetz of Debbie Goetz Media Connections.  I own a public relations agency that helps small to mid-size business, nonprofits and municipalities communicate with their target audiences and get positive media coverage. What do you do?” Short and sweet, there’s no sales pitch, and it invites the other person to talk about his or her work.

Don’t be too transactional

This is what many people forget about when it comes to networking. As much as you may want to land a new client or referral partner, it’s better to take the time to get to know the other person and allow that person to get to know you. People prefer to do business with people they know, like and respect, and it takes time to build a relationship. So, don’t be too quick to launch into a proposal.

Also, you can’t just rely on the initial contact at the networking event. You have to keep it going. Connect with the people you meet on LinkedIn.  Occasionally, send emails with links to business articles that you think the other person would be interested in or just send emails just saying hello.  Doing this will increase the likelihood of being front of mind when the other person needs something that you can offer, or knows someone who does.

If you want to maintain good health, one thing to do is to take vitamins. If you want to maintain and grow your business contacts, one thing to do is to attend networking events. Going to networking events is more than just handing out business cards to every person you meet. You have to pick the right event, go in with a plan, and take the time to build relationships. While the impact of taking vitamins isn’t seen right away, over time, it makes itself known through strong bones, healthy teeth and a robust immune system.  Similarly, the results of your networking won’t be seen after attending one event. Over time, networking will help you raise your professional profile, give you access to opportunities that help to grow your business, and lead to referrals to new customers.  So, don’t forget to network and don’t forget to take your vitamins.