Networking is by far the most essential skill for building a sales career -- and the one most often overlooked.

Networking opportunities exist everywhere -- business meetings, professional associations, alumni groups, sports groups, community groups, weddings, parties, and any place people come together.

The trick to maintaining a successful internal network is to keep in touch: don’t call someone only when you want something. Sure it takes time and effort to keep those connections warm -- but remember Woody Allen’s old adage: “Eighty percent of life is showing up.” The more often you show up, the more people will get to know you. That will increase your opportunities.

Getting Started

Your goal should be to attend at least one event per week where you’ll have an opportunity to meet potential clients, expand your contacts, and your knowledge.

Decide which groups you’d like to join and show up regularly. A good rule of thumb is to join fewer groups and attend often rather than to join many groups and show up once in awhile.
Volunteer with an organization. People will learn how you work -- that you are dependable and contribute innovative ideas -- and you’ll begin to develop strong, trusting relationships.

Networking Tips

Decide which events to attend, put monthly attendance on your calendar, and set a goal for each event.
Travel solo. If you go with someone, split up. Meet new people.
Prepare insightful questions in advance.
Don’t spend time talking to people you already know.

Move graciously from group to group.
Ask, "How can I help you?"

The same concepts apply for internal networking -- set goals for the people you will meet with each week, get to know them, exchange ideas, volunteer for special projects. If you are in a senior position, find opportunities to encourage, support, and help others develop. Whether you are new to an organization or a veteran, your activities are the same.

Never stop building your network. Remember to connect with people, and you will see your career and your opportunities expand. Enjoy the process, have a great time and be yourself. Your rewards will be infinite.

Source: Sales strategist Joanne S. Black is America’s leading authority on referral selling and the author of “No More Cold Calling™: The Breakthrough System That Will Leave Your Competition in the Dust” from Warner Business Books.