Ron Roser, of the Institute of Directors, explains the art of networking

I am by profession, a professional networker.

I arrange and attend many networking events and as well as delivering networking workshops to business groups and individual companies, my company, Langton Business Services, provides a business-to-business introductions service.

Paradoxically, it seems that the more hi-tech business systems become, the more necessary networking becomes. Perhaps the very ability to work remotely generates a psychological need to do business at a personal level, face-to-face.

Networking can be an informal affair, just a convivial get-together over a drink. Or, it can be very structured, with embedded systems. Over recent years, there has been considerable growth in online networking sites, like LinkedIn and Ecademy.

The trick to make the structured scenario work is to be meticulously prepared. Have your 60-second "elevator pitch" so well rehearsed that it comes out fluently. Make sure that it is punchy, relevant and memorable.

Most of all, make sure that it clearly states how people will benefit from doing business with you.

As for the less formulaic networking events, don't underestimate the need for good preparation. While they may not seem to have "rules", they are not merely free-for-alls. There is an etiquette.

You are allowed to join groups in conversation; you are not allowed to monopolise particular individuals; it is not impolite to disengage from a conversation to move on and "work the room". Don't be a wallflower!

Most people have well-developed intuition, they know very quickly if they have clicked with a stranger. If you fail to click, simply move on to somebody else. If you do click, move on, but make an agreement to follow-up. Then make sure that you follow-up exactly as you said you would, when you said you would.

You do not need a 60-second script to introduce yourself at informal events; just 15 words will do, so long as they are carefully crafted to produce a "value proposition". Say what you do and for whom.

Don't be technical; people need problem solvers, not technicians. Use plain English, but include emotive, descriptive words like "trusted". For example, my own pitch is: "trusted to introduce credible professional business contacts, selected for their expertise and high ethical standards".

Online networking broadens your horizons. Potentially the whole world is your oyster! But, just as websites need to be designed to capture the attention of browsers in nanoseconds, your online profile needs to include buzz words which encapsulate the essence of what you do and how well you do it.

Whichever style of networking you adopt, do make sure that it forms an integral part of your business' "marketing mix". Random marketing doesn't work; success is built upon carefully designed strategies. Most businesses need an effective combination of product design, advertising, PR, promotions, internet presence ... and networking.

Consider joining a business networking organisation, but choose one which attracts the types of businesses with which you need to be in contact (as potential customers, referrers or suppliers) and which run dynamic events programmes. IoD membership has worked very successfully for me. You might also look at your local Chamber of Commerce and one or two of the specialist networking organisations like BNI, Trafford Enterprises or Bizlinx. Most are seeking new members and offer guest invitations, so that you can try before you buy.

Trust me, the more networking you do, the easier and more natural it becomes. Eventually, you will actually enjoy it! Just as importantly, you will find that it works. While Lloyds Bank sponsored research by the Open University in 2007 (www.serteam.co.uk) found that 38 percent of small firms do not believe that networking can boost their businesses' chances of growth and success, three quarters of those businesses that do spend time networking won new customers as a direct result and two-fifths found new suppliers.

So networking works!