The key to networking is cultivating relationships and sharing ideas, information and resources. This is a two-step and two-way process: the first part is to let people know what you do and why they should come to you to do business. Learning how to “toot your own horn”--sharing your expertise and what you offer--in a clear, assertive way is essential. The second part is to listen to what others have to share--what is their area of expertise and what products and services do they offer. Your intent is to set up a “win-win” situation where all parties benefit from the exchange, whether immediately or sometime in the future.

The universal law of giving, as referred to by Deepak Chopra in his Seven Spiritual Laws of Success, can be seen in action through effective networking. “The universe operates through dynamic exchange . . . giving and receiving are different aspects of the flow of energy. In our willingness to give that which we seek, we keep the abundance of the universe circulating in our lives.”

At Business Connections (a Humboldt County-wide networking group of women business owners and business-owners marketing to women), members are given the opportunity to participate in “30-Second Spots,” at every meeting. This is an opportunity to present yourself and what you have to offer through your business in a very concise, direct way. Not only do you benefit from hearing other members give their promotional spot, each time you do your own 30-Second Spot you improve with practice, practice, practice.

NAFE, the National Association for Female Executives, a national networking association, says the “two key words for successful networking are planning and personal.” That means planning and making contacts for professional and personal gain. Networking has to be planned to be effective--it doesn’t just happen--and quality networking only happens when supportive personal relationships are built.

Networking is a 24-hour-a-day process. You are always on the lookout for people to include in your network, and on the lookout for formal and informal networks you can join. Understand that networking may not provide immediate benefits. It may take years to see the results of your networking efforts, or you could be pleasantly surprised at any moment by an important phone call from someone you connected with.

So what are the important steps to creating a warmly successful networking relationship? First, take time to prepare for your upcoming meetings and events. Realize every event is an opportunity to network. You “always get what you expect” so make the most of every group situation, whether it is a familiar group or a totally new group you are walking into for the first time.

One basic networking principal to remember is that we are all equal, whether you are currently ‘in transition’ or the CEO of an expanding business. Make sure your “attitude is right” – that you are excited about your intent to meet new people and then be open to new opportunities. Bring your most current promotional materials to share. Have extra business cards with you at all times. You never know where your next best lead is going to come from.

Take the time to develop your “art of networking,” and realize it’s a wonderfully creative process. Each of us has wonderfully unique gifts to share with others. Move beyond your shyness and take full advantage of all the networking opportunities that come your way--opportunities to promote yourself and your business.