Networking is more than just giving someone your business card or calling to follow through. Successful networking is an integrated marketing system that generates an ongoing stream of referrals. Pass on these tips to help your sales pros develop their own integrated marketing system:

JOIN THREE DIFFERENT TYPES OF ORGANIZATIONS.

There are 21 different classifications of business associations, and it is important to diversify. Consider a casual-contact group to meet a lot of different kinds of people, a single-occupation association where everyone is a potential client, a close-contact network where the focus is on referrals, a civic association whose purpose is to give back to the community, or a business/merchants association to enhance traffic in your area.

WORK EACH ASSOCIATION ACCORDING TO ITS PURPOSE.

Toastmasters is an educational association. While members often give speeches about their work, and get to know each other well enough to do business with members, the purpose of the organization is to develop communication and leadership skills. Giving sales speeches each week to prospect the other participants would likely result in an invitation to leave. Working an association outside of its purpose is rarely effective and frequently offensive.

JOIN TWO MONTHLY GROUPS AND ONE WEEKLY GROUP.

It isn’t networking if you don’t attend, so put the meetings on your calendar and go to every one. Shake hands, introduce yourself, make contacts, hand out business cards, follow through, develop friends, be an officer. That’s the way to get clients and build your business.