It doesn't happen often, but once in a while I'm shocked to the point of being speechless. Recently I gave a workshop on networking. During the Q & A one of the participants said, "Networking doesn't work for me. I joined the Chamber of Commerce, went to a couple meetings, passed out lots of business cards and didn't get any new business from it. Networking doesn't work!"

I was speechless!

It wasn't because I didn't have anything to say at that point, it was because I had so much to say that I was trying to say everything all at once and the traffic cop in my brain was having difficulty trying to clear up the traffic jam so I couldn't get the words out. Eventually I was able to sort my thoughts into a logical order and then explained how networking works as a process.

People think that networking is just meeting people and handing out business cards which is probably why that person said it doesn't work. But networking is really two long-term commitments. The first is to "show up" - to be committed to frequently showing up at places where you can meet prospects. The second is a commitment to "follow-up" - keeping in contact over a long span of time with those you met.

You can't just show up once or twice and expect business to drop in your lap. Meeting someone is just the first step in a multi-step process. It's the follow-up actions that build awareness, then familiarity, then trust, then an understanding of what you can possibly do for them, and only then does business start coming your way. It takes time, multiple exposures (the follow-up), and a clear, concise, engaging message and material to get someone you meet for the first time to eventually become a client.

But for those who make the commitment to "show-up and follow-up", networking can be the marketing strategy with the highest return on investment for many businesses. Don't just show up. Show-up, follow-up and build a great business.