Last Friday I attended a unique networking event hosted by the Puget Sound Chapter of the American Marketing Association. The premise of the event was centered around 'paying it forward', with the general idea that each guest comes with the intention of helping others first. In the spirit of the holidays the hope was that each person would leave the event having helped someone else and feeling better about themselves.

The event's guest of honor was Sandy Jones-Kaminski, author of the new book "I'm at a Networking Event, Now What???" She encouraged all of the attendees to start off each conversation during the evening with two simple questions: "What are you working on right now?" and "How can help you?" This was a way to meet new people while fully focusing on how you could help them and not how you can help yourself.

I know these questions might seem basic and somewhat cheesy, but I believe the idea and simplicity of these questions is valuable. These questions were asked in some form during every conversation I had during the evening, though many times they were in a joking manner they initiated some great conversation. I ended up making more valuable contacts than I ever expected without every feeling like I was trying pitch myself or company to the other person.

I am not saying you should repeat these questions verbatim, but I think focusing on the idea behind them can help drastically improve the quality of contacts that you make. I know many people are very hesitant to shove their card in peoples faces, which tends to happen a lot at networking events. Instead try the 'paying it forward' approach and truly listening to what is said and how you can help. I think you will find it is a great conversation starter and will encourage whoever you are talking to learn more about you and what you are working on. Try incorporating this approach at the next networking event you attend and I believe you will forge more valuable relationships and make more quality contacts.

I suggest taking this mindset a step further by incorporating this approach into your business practice and communications with clients. We pride ourselves on helping our clients find creative, results oriented, long term solutions for their business needs. First we understand our client's business by asking sometimes difficult questions that ask simply, "How can we most effectively help you?" We work to become a seamless extension of our client's team, instilling confidence and security that we are focused on helping them to achieve their goals in the most efficient and effective way possible (making their interests, our interests). By listening to our clients we are able to build more meaningful relationships while helping them find sustainable, measurable marketing solutions.

By utilizing the idea behind 'paying it forward' in your approach to clients it will lead to more effective relationships and a higher quality of service. This in turn will lead to future business and an increase in clients or sales.