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To run successful business, it’s essential to reach out to prospective partners and clients on a regular basis. However, many of us dread the idea of walking into a room and introducing ourselves to strangers—so making those initial connections can be tough.

Networking is a great opportunity to make business contacts and recruit new prospects. While it might seem like a difficult task, in reality it doesn’t have to be an uncomfortable experience.

To ease yourself into a “networking mind-set,” speak to people everywhere you go. This is a great way to practice conversation, as well as your active listening skills. Get into the habit of chatting with folks without the stressor of needing to do a sales-pitch or the pressure of fellow colleagues around you. This will help you get comfortable with more casual conversation and will make it much easier when the time comes to go to a convention or event.

Make a positive impression by having an upbeat attitude, as people wish to work and connect with those who are confident as well as optimistic. This assertiveness will increase your chances of a lasting impression; however, always remember to remain genuine. Being overly gung-ho or coming across fake can turn off those around you.

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Follow up with those you connect with. At many events and opportunities, business cards can be rapidly exchanged. Keep track of those cards and when you have a new contact, be sure to contact with them via email or connect with them on a social site such as LinkedIn within twenty-four hours. A simple, “It was fantastic to chat with you yesterday!” can go a long, long way.

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The concept of networking can make some people apprehensive, as many feel awkward or uncomfortable with getting to know others, and putting themselves and their businesses out there. Networking is certainly a skill that takes time to build and hone, and comes much easier to some than others. However, networking is a vital step towards taking you and your business to the next level.

A crucial first step is to clearly define what your goals are. Are you looking to find potential new clients? Or perhaps a mentor in a field related to yours? Or maybe you are looking for training and education opportunities? What is it you hope to gain out of such a relationship? Identifying exactly what your ideal networking outcome would be will help make the process feel more focused.

Some people find the occasions to speak about themselves and their business intimidating, while others revel in the chance to tell others what it is they do. Practice a short, 60-second presentation about yourself. This is commonly referred to as an “elevator speech,” which is a quick overview of what it is you are trying to sell—which in this case would be yourself. Identify what your best skills are, your knowledge, your unique experience, and what it is you offer. It’s important to be considerate of other people’s time, so be as concise with your speech as possible.

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Identifying your market is just as important as expressing what you do. When starting out in a new industry, some feel they don’t know anyone, and have a tough time defining their network. Start small, with friends and family and through social spheres of influence. Attend meetings of organizations in your field of interest or a hobby you hold, and get involved. A network should come from a place of sincerity. Don’t join a group or look to connect with a community where you don’t hold genuine interest.

Be proactive in your schedule and stay organized by tracking your networking. The business cards and contact information you acquire should go into a simple spreadsheet or online contact organizer. It’s always good to start this kind of tracking early, as you might begin to feel overwhelmed as you receive more and more cards and contact information.

Networking is an ongoing dedication. Even after you’ve exchanged contact information with a potential client it’s vital to conduct occasional check-ins to keep yourself on their radar. This will also show that you are willing to stay in touch over an extended period of time, not just when you need or want something from them.

One of the best pieces of advice about networking is that successfully creating lasting connections comes from being true to oneself. Many introverts feel they need to pretend to act like an extrovert in a networking situation. The same goes for extroverts who feel they need to be an enhanced version of themselves. While everyone needs to make an effort to be more outgoing than normal during professional networking opportunities, don’t be artificial. Be your authentic self, and the people you truly connect with will follow.

Networking events can be a bit overwhelming, and if you don’t know what you're doing, they can feel like a waste of time. Follow these 5 tips in order to get the best return on investment at a networking event.

Be Prepared

Look over the list of attendees if possible. If a name strikes your eye, Cydcor recommends checking out their LinkedIn profile, or other social media or website and find out a little more about him or her. It’s easier to strike up a conversation with someone you’ve never met if you come prepared and can ask them specific questions about their time working at Apple or if they enjoy being a sales manager.

Make sure you have several business cards on you to hand out when you meet people that you’d like to chat with again. You can even go higher-tech and use apps like Bump to share contact information. Also remember to bring pens and a small notebook or tablet; they can be helpful if you need to take notes or jot down a piece of advice.

Come Prepared with Goals

What are you hoping to get out of the event and learn from the people you meet? Whatever it is, make sure you figure this out before you attend the event – that way you’ll know what to bring up and the type of people to talk to. Since some networking events cost money, only attend the ones that will help you reach your goal.

Show Up On Time

Unless the event is a “come as you please” event, don’t be the one that shows up late. Chances are that if you are going to an event at a place you have never been before, it is going to take longer than Google Maps estimates. Look at the route beforehand, and give yourself an extra 10-15 minutes to find the place—and parking.

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Don’t Throw Yourself at Everyone

No one likes the person who talks with everyone in the room for two minutes, gives them their contact information, and heads to the next person. Networking is about making real connections; it’s not a contest to see who can pass out the most business cards. If you don’t think someone will be a good connection, you don’t have to give him or her your card. On the other hand, take your time talking and getting to know people that could become valuable connections. You don’t need to spend a half hour chatting with someone, but learn a little more about the people you talk to than just his or her job title.

Follow Up

This is by far the most important tip for networking. Who cares if you dressed well and came prepared – if you don’t follow up, that relationship means nothing. Connect on LinkedIn or send a quick coffee invite.  Relationships take time to cultivate so make the most out of what you started.

The Cydcor team decided to review Permission Marketing by Seth Godin

Description of this book: Permission Marketing refers to what is now termed as “inbound marketing”, which is a way to build a business where customers are coming to you based on your presence, reputation and word of mouth.  Sellers use permission marketing to get the right message to the right people in a way that is desirable to them, rather than blasting a ton of generic content to a mass market.  Sometimes, making a sale is not about insistence, but rather respecting that customers choose to give sellers and marketers their precious attention, and understanding that their attention is a valuable thing not to be wasted.  The way to permission marketing is making promises for the customer and then establishing trust by following through on those promises.  

Cydcor encourages team members to take this message to heart- customers are to be respected and their needs met.Cydcor recommends this book to marketers and business people because: The best message of the book is humility and patience.  Permission marketing means sellers need to craft a message that is valuable to consumers and worthy of their attention.  This message has to be a genuine offer, and when that agreement is settled, it is important the seller not ask for more without also offering more.  Seth Godin writes in an easy to understand, no-nonsense manner that makes his message simply make sense.Our favorite part: “A Permission Marketer goes on a date. If it goes well, the two of them go on another date. And then another. Until, after ten or twelve dates, both sides can really communicate with each other about their needs and desires. After twenty dates they meet each other's families. Finally, after three or four months of dating, the Permission Marketer proposes marriage.”

Cydcor is a leading sales company that specializes in face-to-face relationships and professional development.  Follow Cydcor on LinkedIn or Twitter for more professional development advice.  Want to work for Cydcor? Find our openings on the Cydcor Careerbuilder page today.

Back to Basics was Cydcor's theme for the 2014 Keys to Success conference in San Antonio, Texas last weekend. Cydcor holds the Keys to Success event every year as an annual kick off. The meeting announced awards and promotions for Cydcor team members, and recognized achievers in our network of independently owned sales companies. Cydcor team members and other sales professionals got the opportunity to network and see the sights in San Antonio.
The Back to Basics Conference for Cydcor reviewed what it takes to be successful in the sales and marketing business. Inspirational stories on staying persistent and effective at work was shared across tables and on stage.  Guest speakers encouraged sales teams to stick with it, take care of your people and never give up.

Cydcor had a great time in Texas and the team is looking forward to a great year!