Nothing Is Free in This World

What is the greatest marketing tool in the world? Doing something for someone else without the expectation of return. No "quid pro quo." No "you do something for me first."

What kind of things?

Connect two network contacts who share a common target market

Set up a three-way lunch meeting to introduce two of your colleagues to each other

Help a vendor find a new client

Promote someone else's visibility by giving a testimonial to the level of service or quality of product

Make whatever it is you are doing about helping someone else

A lesson learned from years of networking is that the most successful events are those where I am intent on finding out what others need and how I can help them. Instead of constantly promoting what I do, I listen, learn, and introduce others at an event to each other. Yes, I get to explain what I do to each person I meet, but I've learned (and am still learning) to develop my business by making connections for others. By doing this, my network grows and a relationship begins.

Here is my challenge to you: at your next networking event, make it your objective to introduce everyone you already know to people you have just met. Seek out the new faces at the event - make yourself a "quasi-host". If someone is looking lost or standing alone, strike up a conversation and find out why they are in attendance. The reasons will range from being unemployed and hoping to find a job to looking for customers to looking for free food (I wish I were joking about this last one!).

Whatever they need, see if you can help. You may not know any one who needs an employee, but you may know a recruiter or human resources consultant or coach who is attending the event. You may not know of a company looking for the product or service that individual is selling, but you may know someone who shares the same target market. Or you may just get into a discussion about the quality of the chicken wings at various networking events.

If you aren't an extrovert by nature, keep in mind that if you see someone at a networking event standing alone, chances are that person isn't feeling too confident either. By approaching the loners, you get an opportunity to hone your communication skills AND a chance to build your network.

From experience, I have found that my most effective networking events are those where I help others make the connections they are seeking. As they move around the room, usually (not always) they keep in mind what I am looking for and what I do. They start listening for opportunities to return the favor and introduce me to someone I don't know. Your marketing and business development team will