Choosing your networking events

As business owners, everyone tells us we need to network.  In the busy months of fall, if we listened to everyone's advice, we'd probably be out of the office at least twice a week at luncheons and two to three nights a week at a variety of evening networking events.  So how do we choose the "right" events to be at?

First of all, you need to ascertain your own reasons for networking.  Are you looking for clients?  Do you wish to learn something new that can perhaps help you change the way you do business?  Or are you looking for inspiration for one of those days when you can't get over a business hurdle?  There are events aimed at all of these so, before you commit, ask the host or hostess of the event, or others who have attended previously, what kind of event is this?  What will you walk away with?  Who normally attends?

Second, if you are looking for clients, you must know who your ideal client is.  Just like running a print ad - you wouldn't target women consumers by advertising in Sports Illustrated!  It is the same with networking - different businesses or consumers go to different events and you can't plan where you should be until you have figured out where your ideal clients are going to be! 

Finally, set a realistic networking schedule for yourself.  If you are a mother with children at home, trying to get out three nights a week is not going to work.  Perhaps one or two evenings a month, with one focused on meeting potential clients and the other focused on inspiration or learning for yourself would be realistic.  Maybe add one luncheon a month to that and join the local Chamber of Commerce or an industry or business association.  While you may meet some of the same people at these events, you are likely to reach a more diverse audience this way which will ultimately broaden your contact list and strengthen your business acumen.