I’m a big fan of networking events. I think it’s good practice for anyone in business to get out and be seen. Meet people, introduce yourself, explain what you do. It’s nice to meet the other people who are working around you. And it’s useful.

But networking isn’t always useful. Networking can become a circuit of the same dudes in shiny suits – everyone selling, nobody buying.

The key to good networking is to attend events that your customers go to. Meeting other people in business is nice, and it’s always useful to have a solid network of connections – but nice networks and connections won’t pay the bills. You need to meet potential clients, not a bunch of people who want to sell you something.

So, who are your customers, and where do they hang out?

(Picture courtesy of llawliet via Flickr)