n the most basic terms, your success as a sales professional comes down to relationships and reputation. Often, it's who you know, just as much as what you know, that gives you a leg up on the competition and propels you toward success.

Since success depends on how much others trust you, building a tarnish-free reputation is key. Networking is one way to form lucrative relationships and build an honorable reputation. In fact, networking is vital to professional achievement.

You probably feel like you need a few more hours in the day to accomplish what's on your "to-do" list. Adding another task, such as joining an organization, might seem like too much of a commitment.

After all, time spent networking is time you could have spent prospecting for new clients or servicing existing ones. In the long-term, however, networking is just as important as prospecting.

Now that you understand the importance of networking, it's time to jump right in and join some clubs, associations and organizations, right? Well, yes and no. Join groups, but join groups that are right for you.

Choose Wisely

Use the time you devote to networking to its fullest potential. One way to maximize this time commitment is to do some research before joining an organization.

Review the group's Web site or printed materials and "interview" current members, asking them how they benefit from belonging to the organization.

Learn the organization's goals and whether they align with what you want to accomplish by becoming a member. Determine the time commitments involved and consider whether you are prepared to honor those commitments. Finally, ask if the group has a specific mission or if it primarily serves as a social group.

Remember, networking can be fun. Nothing is wrong with joining a group formed strictly for socializing with colleagues. In fact, if your goal is to meet colleagues, this type of group might be right for you.

Branch Out

In researching different groups, you might have a hard time deciding which one to join; more than one organization might feel like a good fit. The good news is that you don't have to decide because it's important to join at least two organizations. The first one should specifically relate to your industry or job. The second should have a broader scope.

For example, join one association that caters to your specialty, such as biometrics or payments security, and one that focuses on general business, management or communications, such as a group of local business leaders.

Branching out from your niche by joining a "general" group will help advance your career by:

• Exposing your talents to more potential clients
• Expanding your networking circle
• Providing you with contacts should you ever wish or need to change careers
• Introducing you to people who know people. (It's a small world, and you never know how these connections will help in the future.)

I've Joined a Group, Now What?

After researching different organizations, identifying ones that are right for you and paying dues, you still have some work to do. To make the most of time spent as a group member, do the following:

1. Choose to Serve
   It's great to be a dues-paying member of an organization, but giving time and serving as an officer is even better. Including "XYZ Association Vice President" on your rŽsumŽ provides a certain clout and shows that you are willing to go the extra mile. If you think you lack the necessary experience or qualifications, don't worry. You don't have to be an expert in the field or even the most qualified member. Just be willing to give a little time and energy.
   
2. Market Yourself
   As a member of a group, you will meet other members who ask "What do you do?" Since this will come up repeatedly, craft an intelligent, interesting response.

   Have a "sound bite" prepared ahead of time. Keep it short and positive, and highlight your skills. Leave out the part about how you work long hours for little pay or that you have a micro-managing boss. Instead, prepare a few sentences that explain what you do, for whom you do it, and why you are good at it and enjoy it.
   

3. Be on the Lookout
   Once you join the group, don't think that the data gathering and research days are over; rather, they've only just begun. When attending meetings or group events, be on the lookout for opportunities, in every place and with everyone.

For example, although a member might not have influence on a challenging prospect, her spouse or friend might know someone who can put in a good word for you. Learn more about members' interests and affiliations and see if other avenues are beneficial.

Creating a reputation to be proud of and building strong relationships takes time, energy and effort, but don't do it alone. Being a member of an organization, club, group or association will help you nurture these building blocks of success.

Use the power of networking wisely by choosing organizations that are in line with your goals. Market yourself. Be open to all opportunities. Before long you will find that you get a great return on your time and effort.