'Networking can be a fuzzy concept.  Maybe it conjures up an image of a sales-y person at an event thrusting a business card into the hand of everyone who comes within range.  Everybody talks about 'networking' but what does it mean and how do you do it well?

WomenBloom's networking expert, Marny Lifshen, sets us straight on all the fuzziness.  Here she shares how the best networkers work their magic.  

“What makes a successful networker?”

We all probably know one or two people in our company, our industry, our family, or our community that we think of as great networkers.  You know the people I mean: they seem to know everyone, have a great reputation, and are the ones that everyone goes to for advice and connections.

Have you ever stopped to think about what makes those people excel at networking?  What qualities do they have that make them so good at connecting with other people?  Believe it or not, they are successful networkers because of a specific set of strategies and skills.  What’s more, if you follow these five rules of thumb, you too can elevate your networking to a new level.  Remember the definition of networking: “Networking is the process of developing and leveraging mutually beneficial relationships.”

So, what do the BEST networkers do?

They focus on quality over quantity.  It is easy to take the “shotgun” approach to networking – attending as many events and meeting as many people (online and in person) as possible.  This strategy usually does not lead to results, however, as you are scattering your time and your focus.  Top networkers have clearly defined goals for networking, and make sure that every activity and interaction is in line with these goals.  They also make the most of these networking opportunities, building strong, long-lasting relationships, and serving as leaders in select organizations, rather than simply being a member of many.   

They listen more than they talk.  In order to make a true connection with someone, whether it is professional or personal, you have to learn about them.  It may be obvious that the only way to achieve this is to listen, but listening is a skill that many people fail to utilize in networking situations.  The key is to figure out what really matters to someone, be it building a successful company, raising funds for breast cancer research, international travel, local politics, or even their grandchildren.  By asking good questions and practicing good listening, you will find something in common, and THAT is when you can make a connection upon which you can build a relationship.

They have a strong personal brand.  Most people understand that Nike, Starbucks, Oprah and Curves have strong, valuable brands.  What they fail to understand, however, is that we each have our own personal brand – whether we know it or not.  And each time we network, we are putting that brand out there.  Your personal brand is your reputation, your image, your vibe.  It is the impression you leave, the energy your give off, the way people talk about you.  It is built not only from your appearance, but from your behavior.  The best networkers understand this, and proactively and strategically manage their personal brands.

They follow-through with follow-up.  Follow-up is the most neglected aspect of networking.  We all have good intentions when it comes to follow-up; we meet someone new and plan to immediately send them a note, pass on information, or set a date for coffee.  But most of us often fail to follow-through.  Those people that successfully leverage their networks DO follow-up consistently, both with new contacts and existing relationships.  If you need a guideline, you should follow-up with someone new within a week of meeting them – regardless of whether there is a specific, time-sensitive opportunity or not.  You should also set a schedule for following-up with existing relationships – every three months or so is usually adequate.

They never miss an opportunity to help someone.  Networking is a two-way street.  It is a give-and-take relationship, and you must be willing to help people as much, if not more, than they help you.  When you do help someone, it builds intimacy and trust, and will make them much more likely to help you when the time comes.  Don’t underestimate your ability to help others – it isn’t always about passing on a fabulous job opportunity or a lead on a new client.  Sometimes it is simply offering advice, providing a shoulder to lean on, supporting their charitable cause, or giving the name of a terrific caterer.

Marny Lifshen is an Austin-based marketing communication consultant, author and speaker with more than 18 years of experience.  Marny specializes in professional services marketing and public relations.  She is an experienced speaker, and specifically addresses women's organizations and conferences across the country on the topic of networking and building a personal brand.  Her new book, “Some Assembly Required: A Networking Guide for Women” is available on Amazon.com.  Marny can be reached at www.marnylifshen.com.