Word-of-mouth is the most effective form of marketing. But people can’t spread the word about you and your small business if they don’t know you.

That’s where networking comes in. Whether it is through a professional association for your industry, a local business group, or a conference, networking offers a valuable forum for prospective customers and colleagues to learn about you and the services or products you provide.

L-A SCORE chairman and counselor Jack Tetreault advises: “Successful networking is more than simply exchanging introductions and business cards, then waiting for someone to call. It’s far better to spend the short time you have with new and existing contacts by asking questions and collecting information. Then you can make quick assessments as to whether they would have any interest in the solutions you provide.”

Be prepared with a succinct verbal description — 30 seconds or so — of the problems your business solves. After that, the focus of the networking conversations should be entirely on other people: Their primary business concerns, problems they want solved and unmet business needs. As the conversations unfold, you may find areas that overlap with the solutions you provide.

Networking doesn’t end with the conversation. Tetreault recommends maintaining a data file of networking information — several software programs are available — and updating it as soon as possible after every contact.

“Make note of their interests, what you’ve shared with them and when to contact them next,” he says, adding that regular follow-ups are essential. “People have short memories and may forget that you exist and, more importantly, that you’re the best person to help them with their business needs and problems.”

Finally, while valuable business contacts can happen anytime and anywhere, don’t leave your strategy to chance. For example, your local chamber of commerce membership can provide you with the needed contacts on which you can identify prospects or potential marketing partners. Carefully researched efforts to build relationships may take more time on your part, but they get results.

For more advice about starting or improving your small business, contact SCORE, a nonprofit organization of more than 10,500 volunteer business counselors who provide free, confidential counseling and training workshops. In the Lewiston-Auburn area, call L-A SCORE at 782-3708 for additional information and an appointment; in Rumford-Mexico call 364-3123; in Oxford Hills call 743-0499. Or contact SCORE at www.SCOREMaine.org.