How many times have you called a friend or business colleague to ask their opinion for a good place to find a product or service you were seeking? Most of us do it all the time. Why?

For most people, it boils down to trust. If we think a lot of someone, their opinion has value for us. If they were happy doing business with a specific company, then we'll probably be happy too.

So how do you build trust when you can't meet someone face-to-face over a cup of coffee?

You build trust one step at a time using the powerful networking tool at the end of your fingertips. Your keyboard.

Networking? On the internet? But it's such a cold environment. Just a bunch of words on a screen. Hardly. The internet is what it is because it's made up of people. And people want to get together and talk with other people. We can't help it. It's our nature. Networking on the internet is still one of the most under used strategies for getting the word out about your business.

So where do you start? Well, that depends. There's many places and ways to network on the internet. You can network through online chats, business forums, newsgroups and discussion lists to name a few.

Consider the story of Suzanne Kelly. Suzanne had just launched her site. She decided to take a break from submitting to search engines by participating in a few online forums. She posted a couple of answers to questions and included a plug about her site -- to four different web boards. Imagine her surprise when six people tried to order her product that same evening!

Online forums can bring you a lot of business. But, never forget a key rule of networking -- develop relationships that are beneficial for both parties. Don't start visiting forums and blasting out your sales message. Go there to help and get involved. Ask questions. Provide answers. Start thought provoking discussions. You'll gain credibility and people will begin to trust you and your opinions. Think of it this way. You wouldn't walk into a face-to-face business meeting and start shoving your brochures in people's faces would you? It's the same concept.

Then there's discussion lists. You can reap the same benefit from joining groups and participating with people that have common interests. Once you start participating, you'll find out what a small world the internet can be. I've met numerous business people right in my own hometown from merely participating in these lists! The likelihood of meeting them in a local face to face meeting would have been slim.

Networking success stories are common occurrences on discussion lists. Just recently, a list member sent a testimonial about another list member's services to the Digital Women discussion list. Right after that, another member piped in and said she'd used that member's service too and was very happy. Guess what the next message to the list was? Yep. The next person said, "Well, you've convinced me! Now I've hired her."

So, how do you begin to harness the power of networking on the internet?

• Have a goal. Could your business benefit from strategic alliances? Your goal could be to build business relationships with complementary businesses.
  
  
• Find appropriate online groups for your participation. The web has exploded with discussion lists and forums on just about any topic. Begin your search at eGroups or Topica.
  
  
• When networking online be professional, but let your personality shine through. Never forget you are dealing with people. Relationships must be built online just like they are when you network in person.

Make the most of the tools that are available to you. My motto is Don't work for your business -- make your business work for you! Developing your online 'Schmooze-Ability' is an important piece of that picture.

Denise O'Berry is owner of The Small Business Edge Corp., a small business coaching and consulting firm.

Through consulting and seminars, she helps ambitious business owners find ways to grow their business with less effort. You can reach her at 813.671.5996, toll free (US) at 1.800.643.3370 or via email by clicking here.

Subscribe to our newsletter It's Possible. A monthly newsletter of tips, resources and advice designed to help small business owners discover how to make their business work for them so they can have the time and freedom to live the life they want.