Does the thought of spending an evening with a group of strangers making small talk make you break into a cold sweat? Networking events can have that effect on business people the world over, particularly when they occur at the end of a long business day.  But there are some things you can do to make the most of your time at any networking event.

Go and make friends not customers

People buy from people before they buy products or services. With this thought in mind treat every interaction at a networking session as an exercise in 'getting to know you'. It's not about the sale, at least not straight away. Take your business cards, tell your story by all means, but the first rule to remember is to listen to the other person, don't just sell your business.

Don't try the hard sell

Leading on from the last point very few people like the 'hard sell' after thirty seconds of meeting someone. Tell your company story by all means, but save the 'hard sell' for later.

It's a long term commitment

Nobody would go on a first date and expect to get married at the end of it. Relationships take time and business is no different. Don't just to one networking event and wipe your hands of the whole process. Investigate the events in your area, go online and do some research, talk to your industry body and your peers to find out what has and hasn't worked for them.

Set your goals before you get there

What do you want to achieve at the networking session. Meet some customers and prospects or expand the word of mouth knowledge of your company? Know this before you go in and stick to these goals throughout the night.

Know your stuff

At any networking event, you will be called upon to give a brief account of who you are and what you do. Know your story and be able to share why your company/product/solutions matters.

Know when to step out of the spotlight

Remember when you are in school and there was always the other classmate who would talk on and on and mainly about themselves? Remember what you thought of them? With this in mind keep it brief when it's your turn in the spotlight. Tell your story clearly and succinctly and above all give yourself the opportunity to follow up on a one on one basis at a later date.