Making connections: taking social networking offline.

• Author: Pace, Abigail
• Position: Small business PLANNING GUIDE

Networking today is faster, easier and more accessible than ever before. New entrepreneurs can expect to make business connections in a variety of places: on the golf course, in a formal meeting or even on Facebook. But with so many options available, entrepreneurs must take care to make the right impression--and mind their manners--when networking.

According to Brent Crabtree, founder and CEO of ConnectShare, networking is something that no entrepreneur can afford to go without. "Effective networking is the perfect forum for building relationships that turn into great connections, which ultimately results in business happening," he says. "People do business with, and refer connections and business to those people they know, like and trust." And the best way to build these connections is through networking.

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Not only does networking promote business and bring in new customers, it also can make a new business more efficient and cost-effective. "You can spend thousands of dollars in marketing to reach one potential business deal. With networking, that same deal could have come to fruition from just one simple networking event," says Crabtree

But how can inexperienced business people find such an event? Ellen Reddick, business consultant and etiquette expert, suggests making everyday life a business venture. "Good net workers network every day. You need to network every single day. Face to face is always better--you know if you are accomplishing your goals and connecting and meeting other's needs."

Daily news briefs, like professional association newsletters and chamber updates, often include information on events that would be beneficial to potential networkers.

"The best way to find a great networking group is to ask successful business people where they network. You will find that they typically do not limit themselves to just one form of networking or to one organization," says Crabtree.

But even in the perfect networking situation with the ideal group of entrepreneurs and business leaders, things can go wrong. While normal courtesy and manners apply, networking in the business world brings a unique set of challenges. "You only have one minute to make an impression when you...