Does your sales team really understand what networking is? Networking isn’t what you do at a meeting. It’s what happens because you were at the meeting. The real work of networking, in fact, happens after the event is over. Educate your sales pros on these steps to make sure they make the most of every networking opportunity:

FOLLOW THROUGH IN WRITING WITH EVERYONE YOU SHOOK HANDS WITH.

A quick note or email message helps the people you met remember your name, because they see it in writing. Remember, it’s who knows you that counts. And be sure your follow-through message is about the recipient or his or her business, not a sales pitch for yours.

START THE ACTION YOU SUGGESTED.

It’s natural during a conversation to have ideas and make suggestions. If you’ve said, “I know someone who might be able to help with . . .” put a call in to that person and suggest a three-way lunch. If you mentioned an article, make a copy, jot a note, and pop it in the mail. If you talked about a service that someone else needed, fax a flyer with a note of endorsement. Remember that one purpose of networking is to build credibility so people are comfortable referring their clients to you. Follow-through action makes you credible.

UPDATE YOUR DATABASE.

The most valuable networking asset is a contact database. Whether yours is a Rolodex, a software application, or a leather address book, update it after every networking event. Next to each name, include the date and function where you met; info about your conversation; and how you followed through. If you distribute a newsletter, be sure to add new contacts to your mailing list.

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