Work that room. (Networking 101).

Congratulations! You're good at what you do. Your technical and professional skills are sterling. But if you really want your hard work to pay off, don't forget that networking and relationship skills are integral to your success.

If this makes you nervous, relax. Meeting people and cultivating relationships with those who can help you advance your career is less daunting than it might seem. Besides, the benefits of polishing your networking skills are too good to pass up.

Networking not only provides potential business referrals, but conversations with other professionals help you identify business sources that you never knew existed. You also can save yourself trouble by learning about mistakes that others already have made.

Networking is a two-way street. If you are a person whom others can rely on for career help, they will be all the more willing to return the favor.

Use these tips to maximize your interactions with the professionals you meet daily.

START HERE

Networking events, whether they are organized by CalCPA, your alumni association or another career-building group, are a great place to begin. You'll be around others who have similar goals, but that doesn't mean you can take it easy.

As uncomfortable as it sounds, you're being sized up by other professionals who are wondering both if you'll do good work for clients they might send to you and if they can come to you for help if they need it. Make a good first impression.

First, wear the right thing. If the networking event is a Hawaiian luau, consider leaving the suit jacket in the car. If the event is being held at a hotel conference room, business attire is most appropriate.

If possible, find out who will be there and focus your networking efforts on the people most likely to complement your skills. As you sign in, check the attendee list. Think of what you might say to people so that you can make the most of your encounter. Now is a good time to set your cell phone and pager to silent alerts. Don't check or respond to messages during conversations. Once inside, if you're shy about approaching someone you don't know, ask a mutual acquaintance to make the introductions.

During the first 5-10 seconds of meeting new people, they usually are checking you out visually and not paying close attention to what you are saying. A good attention-grabbing opener will get the person you're talking to more focused on what you have to say. Develop an introduction that gets attention and leads into what you want to communicate to the listener.

Typically, the best way to develop rapport is by talking about mutual contacts, hobbies, sports or other light topics. But try to be flexible. If the person you're talking to wants to cut to the chase and talk business, follow their lead.

CONVERSATION SKILLS

Once you learn enough facts about your potential prospect, demonstrate your professional and personal strengths and values by describing a success you've had that is relevant to their company size, industry and value propositions.

Make your story interesting by weaving in examples, analogies or case studies to illustrate your point. But don't try to communicate too much--human recollection is limited and selective.

Create opportunities during the conversation for future interactions and to follow-up with prospective contacts. Exchange contact information before moving to your next prospect. When you receive a business card, don't just tuck it away. Look at it and comment if possible, clarifying pronunciation if necessary. Jot down any other relevant information on the back of the business card.

As you are talking, emit self-confidence through what you say and how you say it. Body language says more than you think. Try to keep your movements to a minimum: the more you fidget in business situations, the less powerful you seem. Don't slouch or nod unnecessarily. Keep eye contact, smile and speak with energy and confidence. Avoid phrases like "sort of" or "I'm not sure" that can make you appear insecure.

Remember that people like to be heard. Listen more than you talk, but don't tune out. Listening requires concentration, patience and the ability to interpret body language to explore the implied meaning behind the words.

Don't interrupt or hijack a conversation. Allow a few seconds of silence after someone else's comments before you speak in case they want to share additional information. Take enough time to formulate relevant and intelligent responses.

Listen for comments or facts that you can use to build a relationship with that contact. If you're not sure what someone is trying to say, or if you need more time to formulate a response, try paraphrasing their point by saying, "For my own understanding, what you are saying is ..." or "What I am hearing is ..." Asking questions demonstrates your interest.

Finally, during your conversation be specific about how other people can help. If people don't know what you want, it's hard for them to give it to you.

MAINTAIN YOUR CONTACTS

Maintaining your contacts is just as important as making them. Get a contact management system that allows you to record critical data about your contacts such as their hobbies, mutual acquaintances, member organizations, personal and professional goals, accomplishments, skills and common interests.

List all follow up actions with a target date-of-completion. If you promised someone you would do something, do it and remember to record it.

Review your contact list, at least annually, to determine if you are spending your time on the right people. Your particular networking goals will define your list, but generally, look for people who have goals and values that are in synch with yours as well as those whose professional skills are near, or slightly above, your own skills. Don't write people off hastily; it sometimes takes time to uncover these characteristics.

It can be hard to maintain contacts, but use the following situations to keep in touch:

* Request advice to show them you value their professional skills and judgment;

* Congratulate them on an achievement;

* Refer possible job candidates;

* Provide information about a potential client or company that will help them accomplish their professional goals;

* Take them to lunch;

* Highlight paragraphs in professional journals, jot a note and pop them in the mail;

* Deliver a joint seminar with a contact;

* Refer speaking engagements; or

* Coauthor a newspaper or magazine article.

CULTIVATION IS KEY

Many of your networking sources are people you meet daily. Also as a CPA professional, CalCPA chapter events can be invaluable. Check your chapter's Bulletin for an event that interests you and go make some contacts.

Another good organization for meeting business professionals is Business Network International, www.bni.com. For industry-specific organization, check out www.associationcentral.com and http://info.asaenet.org/gateway/OnlineAssocSlist.html.

Other ways to drum up business include asking your top clients for assistance with finding more clients like them. Talk to previous firm members and school alumni who may be able to recommend you. Call people who are quoted in business publications and use their quote as a conversation starter.

Remember the two-way street: If you are committed to the success of your contacts, they will reciprocate. You just need to ask. Don't lose sight of the reason you have developed your network of contacts. They are there to help you. People are naturally willing to help those who ask for and need help.

Pamela Thompson, CPA, Ca/CPA Communications Advisory Committee chair, is founder of Show Your Stuff a strategic planning firm for CPAs that specializes in identifying and enhancing the use of resources for maximum efficiency and superior service. She can be reached at [e-mail].