Business owners, “You’ve got to ask. Asking is, in my opinion, the world’s most powerful and neglected secret to success and happiness” says Percy Ross, and I couldn’t agree more. And where should you be doing all this asking? Networking events are a great place to start. Networking should be one of at least 7 key marketing strategies that you have active at all times to fast track your business growth. But proper networking takes time and effort. People want to do business with people that they know, like and trust. That means you need to make yourself available to others for them to get to know you. And you need to reach out to others to get to know them. In both cases, it means you need to ask to meet with them, to talk to them and to learn from them. Why are we so afraid to ask? Is it because we are afraid of looking foolish or needy? Are we afraid to hear the word no? Are we afraid of being rejected? The reality is, that most times, the people you identify to reach out to are ready and willing to say yes! Yes to a business meeting. Yes to a phone call. Yes to the idea of exploring ways to work together. Yes to a strategic business relationship. This is what networking is all about. It’s sharing expertise, knowledge and time on a consistent basis to nurture relationships.

Please don’t confuse business networking with attending a meeting once or twice, handing out your business cards or collecting cards from other attendees (and then wondering why the phone isn’t ringing) with what true networking is. This scenario will leave you frustrated and feeling that your efforts are not paying off. And, in fact, they won’t be. Successfully building your network of people who know, like and trust you takes time and commitment. It takes time to first understand how you can be of help to others. It takes listening. It’s being genuinely interested in the person and in their business.

So the next time you are at a business after hours or other networking event and attendees give you their ’45 second’ introductions, be keenly interested in what they are saying. Can this person help you or your business? Could he or she help another business owner that you know? If you think the answer is yes, be sure to ask them to tell you more!