Lucy Arbes, President of Westfield-based Quality Merchant Services (QMS), is a woman with a mission – to grow her company's account base and revenues so that she can achieve financial independence.

Arbes, who is widowed with two teenagers, is using the power of networking to help her gain the referrals that are turning into clients for her credit card processing service.  She knows that while she needs brochures and a website to help differentiate QMS, she also needs to network to develop relationships that will lead to business deals.

Connect with People
So you've attended a business card exchange and have come back with 75 business cards. That's successful networking, right? Not really. Effective networking is about connecting with people, not collecting business cards from people to whom you've barely spoken.

Arbes, for example, took the time at a recent Chamber-sponsored business card exchange to get to know a handful of attendees, rather than try to work the whole room. Focusing her efforts paid off. "I really hit it off with one business owner I met," she notes. "He invited me to an exclusive, invitation-only event to which many of my target customers have been invited."

More than Business Card Exchanges
Business card exchanges aren't always an effective networking tool if your goal is to builds relationships with prospective clients. You might be better off joining Toastmasters, a trade association, or a referral organization such as Business Network International (BNI). These organizations allow for more personal relationships to develop at weekly or monthly meetings. And with groups like BNI, the focus is on sharing contacts and exchanging referrals, so there is often a faster and steadier payoff to networking.

You might also find success with a virtual network such as Ryze or LinkedIn, which are specifically designed to create and nurture business connections online. Joe Rosenberg, a Florham Park-based CPA, has garnered several thousand dollars worth of business from the short time he's been involved in virtual networks. These Internet-based groups, according to Rosenberg, connect him with a broader base of prospects.

Consider your family and friends to be part of your network too. “Give out your business card to the grocery store clerk, teachers, soccer coaches, neighbors,” says Ann Rahn, an up-and-coming Coldwell Banker sales associate. “You never know how that next important connection will be initiated.” 

Rahn also believes that to network productively, it’s important to have up-to-date technology.  This year she’s adding a Blackberry to her arsenal of cell phone, lap top and palm pilot.
 
Keep in Touch - and Don't Keep Score
On of the worst things you can do to your networking efforts is to drop out of sight. When people don't hear from you, they can easily forget about you. Invest some time each week in making a few phone calls, sending emails or clipped articles to those in your network.

Successful networking is about getting what you want and making sure that people who are important to you get what they want too, according to Inc Magazine.  One of my most satisfying networking experiences was when I was able to help a colleague who is Baruch’s Assistant Dean of Continuing and Professional Studies. He needed someone to teach a course on customer relationship management and I was able to connect him with an associate of another colleague, whom he hired to teach the course. Did I get anything directly out of the deal? Nope. But I know that I can count on these colleagues to come through for me when I need them.

More Networking Tips
Here are some additional tips from veteran networkers:

• Listen well. Develop your ability to listen and ask questions, rather than just talk about yourself and your business. You'll discover shared interests that help you connect more closely with others.
• Be interesting. Having something to say that is interesting is a good way to be remembered by others.
• Join the board. It could be a nonprofit, a school board or your trade association. Anything that puts you in a position of leadership is a good way to increase your visibility and create meaningful ties to others.
• Use your network for worthy causes. Being associated with a charitable cause is a good way to draw others to you. Check out www.BloodBuddy.org to see how others are using networking to promote a good cause.
  

Ms. Kasprzak, principal of Advantage Marketing & Associates, is a certified management consultant who specializes in helping B2B clients connect with their customers to achieve greater sales revenues.

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