When business owners and sales professionals are looking for a way to get in front of new prospects, they often turn to networking. This usually involves attending some sort of event where folks are gathering for the purpose of meeting one another and exchanging contact information. These types of events can range from purely social to highly structured. Some require a membership while others are open to the public. When trying to choose which event will produce the best results for you, first consider the desired outcome. Do you simply want to meet new people and pass out business cards? If so, almost any event will do. However, if you are looking to build relationships that will continue to pay off well into the future, you need to be more selective. Attending an event looking for new clients is nothing more than networking on hope. You may run into someone who happens to be in the market for what you sell, but the odds are not in your favor, especially if you are in a highly competitive industry like real estate or insurance. In that case, you are more likely to meet a competitor than a prospect. However, if your mission is to meet potential strategic alliances, there are several options. Some groups charge fees to belong, others are free. Some have an application process, and you must be approved by the group, others are wide open to anyone. Some groups only allow one person per profession, which is valuable if you are looking to lock out your competition by being the only one in the group that does what you do. To find a group that will work for you, ask other business professionals that you know and trust for recommendations, along with an invitation. Attend several types of groups to see which one(s) is the best fit for you and your business. The problem with networking in this manner is that it should not be viewed as a short-term solution for lagging sales, and most folks in sales are not very patient. Building any type of relationship takes time and business relationships are no different. You’ve probably heard or read that word-of-mouth marketing is the most cost-effective form of advertising, but referrals typically don’t fall in your lap by attending a large, open networking event. Groups that meet regularly allow its members or participants to get to know each other and actually share referrals back and forth. Look for groups that are business first, social second. Try to see below the surface and find out if closed business is being generated by the group. Often folks will join the group that’s the nicest, or that’s having the most fun. Beware if the meetings are focused on too much other than business deals and referrals. If there is a fee involved, find out what you’re paying for. After all, who wants to pay for friends? Find a business-focused group and commit to helping the other members as much as you can, especially early on while you’re getting to know everyone. Other members of the group will immediately see you as a giver and not a taker, and will be more likely to return the favor. Remember the old saying: What goes around, comes around!