ACCORDING to the old adage, "it's not what you know, it's who you know". People you have yet to meet could hold the key to a major contract, an exceptional recruit or a professional service that could save your company money.

But are you making the most of the opportunities?

Bryan says: "Networking is an art. It's not something you do on an ad hoc basis if you're going to get the best from it. It requires skill, dedication and a commitment to move out of your comfort zone."

He gives Networking to Win presentations across the region, recently appearing at an event for Darlington and Tees Valley business people co-sponsored by BHP, Clive Owen and Co chartered accountants and Barclays.

Bryan says mastering a few simple techniques to improve networking skills can boost confidence and lead to more effective networking.

He identifies four key components to successful networking:

Choose the right place

Preparation

Working the room

Following up

"Networking, in simple terms, is people talking to each other, sharing ideas, information and resources. The important part is not the finished product, ie your network, but the process of getting there - the communication with others that creates the network - and what you do afterwards," says Bryan.

Choosing the right place

When it comes to picking the right event, he recommends choosing those that are most likely to fit your business objectives, whether that is finding a new trading partner or promoting a new product.

"Many people choose the wrong type of event, or only attend the obvious and most comfortable ones. It is important to belong to a number of networks to get yourself known, including at least one where you don't know many people at all," he says.

Informal events, such as social gatherings or business dinners, are classed as soft contact networks, while Business Network International, Speed Networking and sales-orientated events, are classed as hard contacts.

Preparation

"Try to get a list of the delegates and identify who you want to meet beforehand. If this is not possible, take some time to study the attendee list on arrival," he says.

Dress appropriately for the occasion. Try to arrive a little early to beat the "professional" networkers and before deep conversations have already begun.

Take plenty of business cards and always keep a stock in your car, so if you run out, you can easily get more. Wear your name badge on the right to help people see who you are when they shake hands (if other people do it too, it provides a discreet way of finding out who they are while they are looking at your outstretched hand).

Working the room

Ideally, go to the event with a colleague, so you can work the room together as a team and make the most of the contacts there.

If you are alone, be prepared to step outside your comfort zone. Even though it is tempting to find solace at the buffet or bar, avoid them at the beginning - plates, cups and glasses will get in the way of your networking.

Instead, take some time to study the format of the room. Discreetly study the groups of people in the room, try and spot where your targets are and identify open groups (obvious by their relaxed stance and informal conversation) that you can join. Do not aim for other people who are clearly on their own like you; you may find yourself attached to them all night.

"When you have found a group you like, walk straight towards it, make eye contact with one person and move up to the edge of the group. Don't sidle and creep towards them," says Bryan.

"If they are in full conversation, do not interrupt but have open body language and show interest in the conversation. When it comes around to you, shake hands and introduce yourself by your first name and the name of your business."

One of the main fears among inexperienced networkers is talking to strangers and trying to make conversation with people they don't know.

Again, preparation is the key for not allowing fear to take over.

"A typical question you will be asked when you meet someone new, is 'what do you do?' so prepare a short, succinct answer that includes all the important things you would want people to know and remember about you," advises Bryan.

"Beware of overselling yourself. Instead, find common ground and ask simple questions of other people, showing you are interested in them, until you feel comfortable."

He also recommends arming yourself with a list of useful questions to get conversations going, such as how did you start in business? What do you enjoy most about what you do? What separates you from the competition? What do you see as coming trends in your sector? How can I help your business?

Every conversation has a natural ending so finish it properly by saying: "It has been nice talking to you, have a good evening, there is someone else I must meet."

If you have had a good rapport, ask for their business card, but do not force yours on anyone.

Use the back of business cards to make notes about who you have met to remind you later.

Ask your new contact how they prefer to be reached, by e-mail, telephone or post.

The follow-up

Sort the business cards you collected at the event into two piles - one for immediate follow-up of people who were interested in you, the other for those who were not so interested, but could be in the future.

"Always follow-up as promised," says Bryan. "When you renew the contact, remind the person of where and when you met or reference something that they will remember."

For group one, send information with a handwritten note on a compliments slip, which can often have more impact than a typed letter and preferably in blue ink, which is said to create a friendly impression.

For group two, send a note reminding them that they can contact you at any time with a business card and perhaps an invitation to another event.

"Your contact-building doesn't end there," says Bryan. "Keep a contact database or simple card index system with names of contacts, some individual notes about them and information about when you last spoke. Make it part of your tasks to look at it and update it frequently.

"All of these things should help you build a strong contact network and give you the confidence to shine when networking."