What is the best way to market your small business? The best results come primarily from face-to-face business networking. As an enthusiastic and highly successful networker, this form of marketing has been featured in several articles I’ve written on B2B insights. However, within networks, as in all parts of business, changes happen and you can always learn new ways to be more and more effective in the way you get your message across.

So, to honor my favorite form of marketing, here are the 5 C’s of networking to help you achieve greater success:

C is for Create. Create opportunities. How? Think about how you start a conversation with a new connection at an event. What do you usually ask: “What do you do for a living?” Aren’t you totally bored with this overused networking chat line? The next time you’re interacting with a new business owner at an event, why not open the conversation with this: “Tell me about your business…” or “What challenges are you facing right now/” What success stories? Recent can you share? ?” These exchanges create opportunities to explore further, giving you the opportunity to learn more about how you can position your business solution.

C is for consistency. The saying, “out of sight, out of mind” rings very true when it comes to networking. People who appear once or only occasionally run the risk of being quickly forgotten and/or may be seen as unserious social networks. It is true that not all networking styles lie with the personal choice of an individual. However, successful networking is built on strong, trusting relationships, which equals consistency. Good relationships take time and effort to develop and grow. Wait once and expect instant results? You got to be kidding!

C is for collaboration. Two heads are often better than one, they say. Once you’ve established yourself in one or more networking groups that meet your goals, it’s a positive step to explore potential collaborative partnerships. Consider linking up with others who do what you do, perhaps with a different bent/experience. Collaborations are great for expanding thinking, building support and motivation, and improving potential job opportunities.

C is for choice. One of my favorite things about being self-employed is the fact that it’s my choice who I connect with and who I work with, and it’s my choice as to how often and when I connect. The choice allows you to be selective and gives you a freedom that an employed network professional does not normally have.

C is for connector. With networking as my primary focus for marketing my services, one thing I’ve learned is to see networking as an opportunity to connect with others. However, instead of taking a “selfish” attitude, have a strategy for what you want to accomplish, think broadly when talking to people, and consider how you can connect them with other business owners you know. When you are known as a successful connector, people will flock to you and respect you for your knowledge, support, and expertise.