by Theo Chester

Created on: February 19, 2008   Last Updated: June 13, 2009

Networking, professionally as well as personally, is the most valuable tool available for successfully promoting a start-up business. Not only is networking the least expensive method for advertising, it is also the most effective way to create a solid foundation for a business.

Building a business literally means building relationships. Obtaining, maintaining, and gathering new clients, requires networking skills. For those of us who dread the occasional cocktail party, the greeting, meeting and mingling, the mere mention of the word "networking" could be distasteful. The concept of self promotion may not be your forte. However, when you want to promote a new business, first you must learn to put all of those feelings to the side.

When you are given the opportunity to attend a function where you will meet new contacts, you have the chance to showcase your business, your products and your skills. What could be easier than chatting with other business professionals about who you are and what you have to offer them?

Making contacts is the purpose for networking, yet there are other benefits to be derived from meeting and greeting. Although you may meet people who currently have no need for your services, you never know who they may know. That's why it's called networking! By getting out, seeking social and professional functions, you are actively spreading the word that you are open for business.

During my term as Vice Consul Trade for the British Consulate, I was able to apply my networking skills to their full advantage.
I attended Trade Shows in the UK where I was able to link manufacturers with buyers. While in the States, I worked to connect US buyers with manufacturers and services available to them in the UK. I networked, cross networked, and subsequently created some highly successful business matches. Most importantly, I learned that networking built businesses based on loyalty.

Networking is relationship marketing. If you truly believe in your business, and are confident that there is a need for it, then getting the word out is simple. When networking, present yourself in a manner that reflects your goal. Be sure to have an attractive website and consider having a blog that involves your industry. The internet provides incredible opportunities for business exposure.

On line, there exists a world of contacts for networking. My Space, Technorati, Digg, MSN, among others, open the door to a world of networks that are industry specific. If you are not internet savvy, consider hiring an IT professional to get you up and running. The internet is the source for a vast amount of connections and target specific exposure for a new business. Also, it lends your business credibility to have visibility on the internet. Do your research and get on the internet network to promote your venture.

To enter the networking process, be sure that you have a well-designed corporate logo that is suitable for business recognition and image. Last, but not least, don't forget to always carry your business cards...lots and lots of business cards!

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