Many people find Networking to be exasperating. They go along to a Networking meeting with the best of intentions. They make a number of introductions, and each time seize the opportunity to hand over their business card. And they are ready and willing to talk business with anyone at all.

Yet, at the end of the evening, they havent achieved a single sale! What went wrong?

Actually nothing went wrong. The only problem is that these people typically have too high an expectation of Networking as a way to bring quick results. It isnt that easy. Networking relationships usually need to be cultivated over a period of time.

But surely it should be enough to identify other people with similar business interests, and to let them know you have a product or service that will be of particular value to them?

Yes, your product or service might potentially be of great value, but it is understandable if other people are not sure of this. From your card they know you have a particular kind of business: this should be included along with your name, business name and contact details. But they cant be sure whether it would be a good idea to be doing business with you before they personally know you better.

And this is one of the particular features of Networking it enables you to learn more about people and their businesses so that you can have greater confidence that your relationship will be positive.

If you have only just met someone new, and had a brief introduction to what their business does, how can you be sure that the person can be trusted (just to start with). For all you know, she could have started up just last week. Or the product being distributed has a high failure rate. Or the service being promoted is unreliable. You get the idea?

However when you network, you tend to see the same people week after week. You realize that they are not simply here today, gone tomorrow. Other people you already know might be able to give good reports about the quality of the goods or services they have already tried for themselves. And each time you meet anyone at a networking event, you learn a bit more about them, their business, and can learn to trust they know what theyre talking about.

So, when networking, dont be unnecessarily disappointed when you only enjoy the evening, and dont come away with any firm commitments. Keep going back, and over time youll find that you develop a number of business relationships which prove to be ongoing. And you are likely to come across various other benefits as well.

Networking isnt for the fly-by-nights. Networking is for people who are patient and reliable, for people who can show their value and consistency over time.