I mentioned in a previous post how a colleague of mine ended up as a guest on a radio show. Happenstance, you might say. I say: legwork.

Although we say ‘networking’, relationship marketing seems to describe it as it really is – a way to market your services or products through the development of relationships. Wouldn't you rather do business with people with whom you have developed rapport? Paul Dube, former CIO and Managing Partner of Align It Advisors, once wrote a thoughtful post about what networking means to him. Here's an excerpt:

"True 'networking' is the natural act of forming and nurturing relationships, making introductions, referring people to others, and endorsing some; then using that network of who you know, and who they know, to help others. The extent you are successful at networking (over the long haul anyway) depends on your ability to practice those skills. "

How should you introduce your products/services to someone whom you never met before, particularly if you are shy? A sure way to bring up your company in a conversation is by listening with attention while keeping your business in the back of your mind. When someone says something remotely related to what you do, chime in. Once, at an event and while I was sitting around a table with a dozen or so other businesspeople, someone was raving about a great freelance designer they had just hired to design their new product catalog. I mentioned: “I know exactly what you mean. We are very protective of our freelancers, too.” Then, the listener asked: “What type of freelancers do you work with?” That was my clue to give my elevator pitch – a quick description of the problems my company solved.

Although your motivation is to generate new business, consider going about it in a more subtle way. Listen to what people say, introduce them to someone else (even if you have just met the person you are introducing), develop a relationship. That is what Master Networkers do.

One of the Master Networkers I know is Theresa Daytner, from the Daytner Construction Group in Mount Airy, MD. She lives in the same town I used to live in Maryland, a town of 6,000 people. Not 60,000. One would think it would be easy to meet people in such a small town. However, here is how we met:

She was at the waiting room at a dentist’s office. As she is waiting for her appointment, leafing through magazines, Theresa reads an article about me in Working Mother magazine. The article mentioned that I lived in her hometown. So, as soon as she gets back to her office, she emails me. It would be 3 months before we had a chance to meet due to our busy schedules.

As we started attending meetings and conferences together, she would introduce herself, then introduce me to the new person and add: "We live in the same town, but do you know how we met? It all happened because Denise was featured in a magazine… ", and she would tell them the story.

I would do my 'soft' pitch when I answered their question about how I managed to be featured in the magazine. They would then turn to Theresa and ask if she was in the same industry. She would take the chance and give her elevator pitch (or steer attention to her own business when the opportunity arose).

How successful a networker is she? I just received The Costco Connection magazine in the mail - she is featured on the front cover, with two additional photos inside. According to Echo Media, The Costco Connection magazine has a monthly circulation of 6,000,000, and she did not have to pay a cent for that coverage. As you read the interview, it is clear she landed that opportunity through her connections, while she was away from her desk, 'working a room'.

When was the last time you networked at a business function?