There are many innovative ways to increase your network, but in particular, entrepreneurs who sell services which they will deliver personally, need to get face-to-face with potential clients. Not only does this get you known in your field, it will increase others confidence in you.

There are thousands of tips to help you build and use your networks and in particular, to help you deal with the daunting prospect of a networking event. In very basic terms though, “networking” is merely talking to other people. While that might seem simple, as soon as this is put in a business context, nerves can overcome you.

Therefore, as a starter, we give three simple tips on networking behaviour - none of which is anything revolutionary - but if you remember them, they may help you relax.

Be polite to everyone without exception

As well as being a good rule for life in general, you never know who that waiter/receptionist/cleaner etc might talk to about you. You don’t want it to be for the wrong reasons.

On the other hand, life’s too short for you to have to put up with rudeness. While most people at a networking event will be welcoming and understand it’s not easy to approach people, there is often the odd person who will make you feel like poo. Make a polite exit, and smile at their loss of your business.

Help others before yourself

When speaking to people, the thought of what’s in it for them should be first in your mind, with how they can help you as a secondary consideration. Helping someone now may lead to a benefit to you months or even years down the line.

To help you do this, when you might be nervous, try to remember to use the word “you” lots. It’s difficult to talk about yourself too much if you remember this, as it tends to lead to questions about the other person, so you end up listening and not talking. As well as being polite, and giving you time to think, you will also receive a lot of useful information about their motivations and interests.

Then, when you do talk about what your business does, it is far more memorable to your new friend, if you can explain how your business would be particularly helpful to them (more “you”ing), even if you do not spell it out that this is what you are doing.

Avoid a business card massacre

There’s nothing worse than someone who spray guns their card around the room and then exits. Why are you so important that people will need your card? Take out an advert if this is your approach.

Different cultures place different importance on the business card, and it’s design. The Chinese offer cards in two hands with a bow, whereas some UK companies value the quality of the card (e.g. those from private banks, luxury goods retailers) or it’s quirkiness (media and PR companies), over its delivery.

Personally, I view the business card as merely a means of knowing how to contact that person after we’ve parted. If I have just met the person, without introduction or planned meeting, I usually ask for their card first rather than offer my own, although that generally follows.

In short, your success in building a network does not relate to the number of cards you’ve handed out, but how many people want to look up your details on that card the following day, week or even year.

As with all our information in The Business Lounge, this is not comprehensive business advice, and may not apply to your specific circumstances; to discuss how these issues affect you, contact your accountant.