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Networking can be a very effective way for a small business owner to market his/her goods and services, but don't be fooled into thinking it is either cheap or easy. Like all sales techniques, networking requires commitment, focus and an investment of time.

Networking is the practice of attending meetings with the aim of making new business contacts. It involves a lot of talking, some drinking of coffee and quite a bit of time on the phone. Networking is hugely successful if approached in the right manner and if viewed as part of your overall marketing strategy.

Here are my top 10 networking tips, based on over five years experience of building a business through networking:-

1. Think about the type of person you would like to talk to at a networking event and choose the events you attend carefully. There is little point attending a meeting of HR professionals if you make and sell jewellery. If you are an employment lawyer on the other hand...

2. Remember that YOU DO NOT ATTEND NETWORKING EVENTS TO SELL. This is the most common mistake that people make. The purpose of attending a networking event is to meet people with whom you might be able to do business, and to obtain their permission to contact them AFTER the event to arrange a one-to-one meeting. It is at this meeting that you will discuss the specifics of how you might be able to help each other in business. No one likes being sold to.

3. FOLLOW UP. This is the second most common mistake. If you do not follow up the contacts you make at networking events you have wasted your time and the entrance fee.

4. Wear a name badge. Organisers usually provide these, but there are plenty of companies who will produce a bespoke badge for you in your company colours, and even including your logo if you wish. Wearing a name badge makes it easy for others to identify you, and you might be on their target list (see 7, below).

5. Take plenty of business cards to networking events, but don't be a "butterfly", flitting around from person to person thrusting your card on them. When you engage in a conversation with someone you think could help you (or who you could help) swap cards.

6. Make notes. You will meet a lot of people at a networking event and it is not always easy to remember who everyone was when you get back to your office with a stack of business cards. Makes some notes on the back of the person's card about where and when you met and brief details of the conversation you had. The other person will be impressed by how

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