Networking is an important part of growing any business. It's an especially important part of marketing for small businesses that may not have the funds to put towards costly advertising methods. It's true that networking takes time and energy, but the good news is it's relatively inexpensive, and it's a great way to drum up business.

Although networking sometimes gets a bad rap, it's important to know that effective networking isn't about "schmoozing" as some people may believe. Networking is, in its most basic form, about relationships. Sure, you can hand your card over to a new acquaintance as you introduce yourself, exchange a few sentences, move on the next prospect and repeat the process. But has the other person learned anything about you and your business? And if they don't know why you are different from your competitors, why should they call you rather than them the next time they need your product or service?

Getting to know other business personnel is also a good way to qualify prospects to determine whether the potential is there for doing business together. But don't write off a new contact just because they don't seem to need your product or service right now. In fact, leaving out the sales pitch when you're just getting to know someone is actually a good idea.

When two people take time to get to know each other on a personal level, the foundation of a relationship-trust-is built. And it's built slowly. To learn more about a new contact, consider getting together outside of formal networking events. Grab a cup of coffee or have lunch. Then make sure you're the one who asks questions and let them do the talking. Chat about hobbies and interests. Ask about their family. Learn about their personal goals-and then do what you can to help achieve them.

Sound like a one-sided street? It's not. When you make an effort to help someone else, they're often eager to do the same for you. And now that your new contact knows a little bit about your own goals, chances are they'll provide qualified leads because they know what you're looking for. You'll do the same for them, and you've got the foundation of a PPP: a potentially profitable partnership.

Resources
Not sure where to start networking? Chances are there are lots of opportunities nearby. Here are a few types of networking groups found in towns and cities of all sizes:

Chamber of Commerce
Almost every town has a Chamber, which, among other things, hosts regular networking opportunities. Find a Chamber in your city at www.uschamber.com/chambers/directory/default

BNI (Business Network Int'l)
A referral-based group utilizing word-of-mouth marketing. www.bni.com

Women's groups
Probably the most well known organization is NAWBO, The National Association of Women Business Owners (www.nawbo.org). Some Chambers also have Women's Divisions. Check with your local Chamber to see if it supports this type of sub-group.

Internet groups
It doesn't matter where you live-these online discussion groups have no regional boundaries. Most offer advice, support, and general conversation for people in similar professions. Search http://dir.groups.yahoo.com/dir/ to find an online community that piques your interest.

Professional associations
If you've got a job, hobby, or any type of general interest, there's an association for people just like you! Here are a couple of starting points to use to find a professional association:

Associations on the Net
www.ipl.org/div/aon/

Encyclopedia of Associations
To find organizations and associations offline, consult this library reference book, published by Gale Research, Inc.
www.amazon.com/exec/obidos/ASIN/0787668753/interactiveda162-20