Challenge yourself through networking

To many entrepreneurs, networking isn't a natural act.

You may be an expert craftsperson with your product or service, but sales and marketing? No thanks. The problem is that if you are a sole proprietor and you're not talking about your business, nobody is.

Let's take a look at some easy ideas for jumping into the networking waters.

Get ready

Have the tools of the trade set:

• Make sure your business cards are current.
• Memorize and rehearse a 10-second "elevator" introduction and use the same one every time.
• Dress the part (i.e. clean off your muddy work boots before the luncheon).
• Learn about more than just the weather so your small talk is pithy and interesting (trust me, people will remember).

Don't wing it

Make a concerted effort to set objectives for every networking event you participate in. Why spend two hours of your time and $22 for a chicken dinner if you don't want to get something out of it?

Set three goals of what you're looking for: Business leads? Great new employees? Suppliers in Asia? After-school child care for your kids?

Then, promise yourself that you'll talk with at least three key people before you dive into the appetizer table. Have you ever tried to shake hands with a plate in one hand and a Cosmo in the other?

Test the waters

Where you network is just as important as how you network. There are trade associations for every industry, chambers of commerce and local business associations, lead-generation/networking-specific groups, and affinity groups (women entrepreneurs, minority business chambers, Madison MAGNET). Each has its own feel and niche.

Understand the environment where you feel most comfortable: Morning or evening? Relaxed or formal? Also, decide if you're looking for educational opportunities, general banter with colleagues in your field, or social events to meet people.

Sometimes, especially for home-based entrepreneurs, it's OK to network simply for an excuse to get out of your pajamas and enjoy face-to-face conversation.

If you're not sure where you'd feel most comfortable, visit several associations as a guest before you make a membership commitment.

Rarely does one organization meet all of your needs equally well. Pick only one or two to join; but when you do join, be an active member -- it's during the committee work that some of the richest connections are made.

Practice, practice

If you're not sure how to start, crawl first … then walk … then run. Pick one meeting or expo to attend.

Challenge yourself to achieve your three objectives. Watch an expert networker and borrow their tips. Or, try out your elevator pitch to the person next to you in the grocery store line (trust me again, this works too).

Make sure your interactions are give and take. Don't be a conversation hog; you're there to learn about the other person, not hear yourself talk.

Networking in itself won't grow your business, but it's the first step to opening doors for future contacts. Plus, networking is certainly more fun than making cold calls all day long. So, get out of the office and shake some hands. Leave the pajamas at home.

Julann Jatczak is vice president and COO of the Wisconsin Women's Business Initiative Corporation.