The first thing that we all have to remember is that YOU ARE YOUR BUSINESS. Who you are, what you stand for, what you believe in all make up what you bring to your business. The sole entrepreneur and small business owner both know that they are more than a figure head but the meat and bones of their business. When you market your business you are selling yourself. It is only natural that this marketing extends towards all the relationships you form.

As we all know, the function of networking is to form relationships with other business people and learn about their organizations and inform them of yours. These relationships should become the foundation of your support and information exchange network. Many business people take these relationships casually and think little of their potential. This is a fatal error in strategy and judgment. You must look at everyone you meet and every business card you accept as a potential customer, resource, or affiliate. No one knows what the future holds and whom you will need in the future but chances are if you have a need six months from now you have probably already met the person who can fill it.

As an entrepreneur you have had to learn a lot and train yourself to do many things. One more thing you have to train yourself to do is develop a good "relationship memory." Remembering faces and names is only part of it. It is also remembering wives and husbands names, children's names and favorite sports, anniversaries, and anything else your networking contacts share with you. The first thing you should so when leaving a networking event is pull out a small notebook and take notes on everyone you have met. Put notes on their business cards with any information which will personalize that encounter and make it as memorable as possible. Remember too that they are doing the same thing about their encounter with you.

Putting your best foot forward at networking events goes far beyond having the right shoes to match your suit. Be sure you are well rested and enthusiastic about meeting and connecting with new associates. As I said, YOU are your business and you want that business to shine and be memorable to everyone whose hand you shake and share a business card with. The best salespeople are those who can share the experience of their enthusiasm in words and energy. Before leaving the house, when you are tired and wishing for that extra hour of sleep, give yourself the pep talk you give your employees when they are discouraged.

Tell yourself all over again why you started your own business and recapture all that you have to offer. Let the energy of your first day in business reemerge and guide you on your drive to the conference center or restaurant where you will have an opportunity to relive the spirit of those first days. Market your business as you market yourself to everyone you meet. You might be intimidated at first but once you embrace the adventure of networking you will look forward to these events.

But what do you do with all the business cards you have accepted and the notes you have taken? Start a well organized file and consult it daily. Follow up regularly with people you have met and consult them when you need input or advice. Nothing is more flattering than having someone ask for your opinion. Let email be your conduit to congratulations on a successful project, recognition of an anniversary, kudos on a soccer team's regional victory, or anything that cements the connection you have made. It is all about building a marketing relationship and valuing the connections you have made. The statement, "keep your ear to the ground," was never more important. Remember that the more you invest in these relationships, the more they will yield. These relationships will enrich your life and your business as long as you remember to nurture them and give them the attention they deserve.