Networking is essential for any business person, not to mention the businesses themselves. I am the Vice President of sales for a advertising agency, I spend more time at chamber functions, local events, and even just lunch networking groups. I actually spend more time seeing and being seen then I do actually working.

The last part is not fully accurate, when I am networking I am working, I am staying connected with the inner workings of the different businesses in that effect the clients I have, and helps me know more about the ones I will close. While networking I will will hear tid bits of news that I will use to help me locate businesses looking for a new advertising agency, or I will pass it on to my clients, which in return makes me even more valuable to them.

My clients hire our agency because they are running a business and don't have time to deal with the hundreds of marketing inquires a day, they also hire us to keep them one step ahead of the game. This is where my networking comes in, I have to keep everyone of my clients a step ahead.

Some may think that networking is as simple as going to the chamber of commerce events and talk to a few people. If it were that easy everybody would be good at networking. Networking is a combination of things that need to fall into place, its not about just talking and eating with them, its about being able to maneuver around and participate with the surrounding crowd.

First, its not how many people you talk to its how many people you talk to and listen to. You also have to prioritize who you spend time with, people often choose to ignore the secretaries, or the middle management. Let me ask you this, who makes the schedules for the bosses, who screens the phone calls for the boss, the secretaries. Who is going to move up in the organization, who will know the actual dealing and day to day knowledge of the business, the middle management. These are all people who need to be shown some attention to.

Second, Its also when to talk to them and when not to. If someone is out with there family it is usually a good idea to be cordial and say hello, but don't take to much of there time. Remember they spend 8 plus hours a day at work, let them spend a few hours with the family.

Finally, you have to be able to give in return. Unfortunately in todays world its all about what you can give me. If you expect someone to do something, or give you some information, you should be able to return the favor. People want to help and be liked, but you have to give them reason to take the time out of there day to do it.

I have found that networking is one of the most important things I do with my job. The agency puts out good work and we get results for our clients, but part of the reason we are able to get them results is directly tied to the networking and keeping the client a step ahead of the curve. After all isn't that what its all about!

Learn more about this author, Brian Wink.
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