Networking is an essential part of marketing. What is it? It's getting out and about and meeting people; its purpose is to meet other business people and to build up a mutually beneficial relationships. It's not about selling.

If you're not sure where to go, ask at your local library and Business Link Centre. For example, in our area, we can go to meetings at the local Chamber of Commerce, the XY Business Club, the local BNI (Business Network International), the Very Early Lunch Club, the 12:30 Lunch Club (women only), and occasional events put on by local businesses. There are even more around, such as those run by the Small Business Institute or the Institute of Directors. These meetings often start at 6.30 or 7.30am and consist of networking, talks and breakfast - and then you're finished in time for the normal working day. Some are mid-morning, lunch time or evening. We started up a free, fortnightly, mid-morning coffee club for local businesses which quickly became popular enough to run weekly.

Network with other businesses, non-business groups, and other people in your own business area or niche. It helps to network with other similar businesses rather than treat them as 'the competition' because you can pick each others' brains over problems, techniques and marketing, put work each others' way (when they have a different niche or you have too many clients at present), do some reciprocal work, and get them to appear at your conferences and/or promote them. And, of course, you never have to explain yourself when you want to talk in your special business jargon.

All meetings are different: some are more structured than others, they can be weekly or monthly, some require weekly attendance, some want money up front and others have a pay-as-you-come rule. Take the time to visit as many as you can and find out what suits you best. Take your business cards or blurb to give out.

Ask people what they 'do', listen actively to their answers (ie, engage fully) and ask for examples. Ask too how you can help them in looking out for potential clients or contacts for them.

It helps to know what you want to get out of a meeting and to try to stick to it. So, if your goal is to meet business people who need an accountant, who are looking for a company car, or people who know the MD of a particular business, then go for it.

It's very tempting to stay chatting to someone you know or someone you've just met who wants to natter non-stop. If you want to take a conversation further, say so and whip out your diary with a, 'I'd love to meet up to discuss this further with you. When and where would you like to meet?' Then move on.

It's best not to go into a networking meeting with an idea of selling to people - it usually won't work, not least because you get people's backs up. View networking as a longer-term PR exercise and it'll work. That's not to say you won't get a potential client at your first meeting; just don't bank on it. If people ask what sort of person you want to meet, tell them. For example, a life coach could say, 'I'm looking for people who never seem to have enough time in the day - who do you know who's in that situation that I might be able to talk to?'

Now, you do need to know what it is you are offering... and you need to be able to say it succinctly and in an interesting manner. Have at least three pieces ready and learned off by heart:

Your nutshell. Let's carry on with the life coach example: avoid saying, 'I am a life coach' - a flat answer like that sounds boring, and people's perception of it may be very off beam. Say something like, 'I help people find the time to do the things they want... and still get more done.'

What could you say?

Then, if people show more interest, you can say, 'I have a life coaching practice.' By the way, saying you have a 'practice' rather than a 'business' aligns yourself with other professionals.

Your elevator pitch. This is the nutshell expanded. It's called an elevator pitch because you need to pretend you're in a lift (elevator) with someone very important in the company you're visiting; they ask you what you do, and you have 30 seconds to a minute to grab their attention and keep them interested. Practise it at home out loud.

What points will you include in your elevator pitch?

The expanded piece. Use this when people are showing interest and asking you more about what life coaching entails. You can draw them in even more by asking a question such as, 'Do you ever feel that no matter how hard and long you work, you never seem to get things you want done?' Usually they'll nod, so you can go on to tell them that you help people find that time and get the joy back into their lives... and here you can give a short story or two about people you've helped. If you haven't helped anyone yet, then talk about a case study you've read about.

What questions and stories do you have?

The talk. This can be prepared a little further down the line, but start drafting out the outline now. Sometimes you'll get the chance to talk for 10-30 minutes about yourself at your networking meeting (if they don't offer, ask). People like to know what's in it for them, and if not that, they like to hear something they can relate to, so never mind your life story or for how long you've been in business: 'We were established in 1996, blah, blah' will have people sliding off their seats in no time. Start with a strong (even controversial) statement or question and take it from there. Practise it, and try to talk using key cards or memory rather than longhand notes.

Whatever piece it is you're doing about your practice, show your audience how you can make them more successful - or their staff more successful (which will make more money for them, the bosses).

What talks could you give?