A while ago, I attended a networking event for business owners organized using Meetup.com. I always enjoy meeting new people, and if they are business owners it is an additional bonus.

The topic of the day happened to be a marketing one, and a common question I found myself fielding was, “everybody always says networking is important, but I don’t really get anything out of it, got any tips for me?”

Networking events can help you meet potential clients, but they can also help you meet partners, thought leaders, and other people who can help refine your business ideas into focused plans. Regardless of whether you are at a networking event or at a friend’s holiday party, there are some standard steps you can take to squeeze the most out of any setting.

Before the event

Bring a stack of your business cards. Even if there are only 20 people at your event, they may each ask for 10 or more cards to share with their colleagues. The last thing you want to happen is to run out of cards at these events.

Look presentable. Don’t forget, first impressions count. Dressing nicely makes you approachable and appear professional, a necessity to getting recommended to attendees contacts.

Practice your introduction. Typically, these events start off with an ice breaker and everyone introduces themselves. This is likely the first time these people are hearing you speak, so be prepared to give a 30 second description of who you are, what you do, and what you are looking to find out. This will help other participants make introductiosn that are helpful to you.

Listen

Know thy customer. Ask about the services he provides, and who he considers the perfect client - then listen. It will help you find the right person to introduce him to.

Let your ears absorb as much knowledge as possible. There tends to be a lot of smart people at these types of events, and there is much to learn about various industries from first hand accounts.

Make your rounds

Share. If you find someone interesting, don’t monopolize access to him, it is considered rude. Ask for his card, and make a note to yourself to catch up with him near the end, or during a lunch in the future.

It’s a numbers game. The more people you meet, the better chance you have of meeting the perfect person for your particular current need. Try to introduce yourself to everybody, and make a mental list of the most useful people for you to keep in touch with.

After the event

Strike while the iron is hot. Right after the event, make a chart with all of the collected business cards info, and a list of what services you might be able to offer each person from the event. The longer you wait, the less you will remember about each participant.

Get personal. Follow up with a personalized email about 24 hours later, with a specific call to action that will increase your credibility and name recognition. In my case, it might be to visit and subscribe to my blog.

You scratch my back, I’ll scratch yours. In your email, offer to explain anything there wasn’t time to expand on at the event, and make it clear you want to help the other person succeed in any way you can (with expertise, or with contacts).

It takes some practice, but you are bound to find these events useful over time. Think of it this way, by going to just one event per month, you can likely meet 250-500 new people each year, all enthusiastic about improving their business. That’s a lot of potential business…