By Marny Lifshen  

For many professional women, time truly is a precious commodity; they often feel as though their schedules are full to the point of bursting. Unfortunately, they can perceive networking as a further time burden. Working mothers especially struggle to balance career and family, and networking activities such as attending events, meeting with colleagues over lunch, or getting involved in industry organizations are easily dismissed in lieu of more pressing business and personal issues. These women are missing a tremendous opportunity to use networking to grow their career exponentially – while actually saving them time and energy.    

For professional women, there is no easy answer to the challenge of finding the time to network while maintaining a balanced life. The best place to start may be by making sure you have an accurate definition of networking. Networking is the process of building and maintaining mutually beneficial relationships; it is not about amassing a huge contact database or schmoozing at cocktail parties.

Those who truly excel at networking, and therefore benefit the most, understand that networking is a way of life.  For others, networking is a sporadic strategy that is only followed when they have a specific or urgent need. 

Think of it like dieting; people usually begin diets when they want to lose weight – perhaps for a special occasion like a wedding or reunion, or because of a dangerous health issue. While they might succeed with the diet initially, the results are usually only temporary. When the diet ends, the weight comes back. If, however, someone who wants to lose weight commits to making healthy eating and exercise a lifestyle, the results are far more likely to last. 

By the same token, someone who only networks when they need to get new clients, find a new job, or make new friends will not enjoy long-term success. Only by taking the time to grow those relationships, and help others as a part of your lifestyle will you be effective at networking. 

By doing so, you’ll have secure relationships and contacts when you need them. You can then reach out to people within your network to help you with specific challenges or opportunities, and leverage their expertise, experience and resources. This will actually save you time, energy, frustration and possibly failure. Rather than trying to figure things out on your own, you can ask other professionals who may have the answer to your problem at their fingertips.

You can also find time-efficient but still effective ways to network, including utilizing e-mail and online networking to stay in touch. You can also use your multi-tasking skills in networking.  For example, rather than simply attending a speaker luncheon for an organization you are a member of, invite co-workers, customers, partners or other VIPs to attend with you – that way you kill two networking birds with one stone! 

There is no question that building and maintaining a network takes time and commitment. But it is an investment that WILL pay off and ultimately save you time and gain you balance. Plus, having successful, mutually beneficial relationships will make you just plain feel good! 

Marny Lifshen is an Austin-based marketing communications consultant, author and speaker with more than 18 years of experience.  Marny specializes in professional services marketing and public relations.  She is an experienced speaker, and specifically addresses women's organizations and conferences across the country on the topic of networking and building a personal brand. Her new book, “Some Assembly Required: A Networking Guide for Women” is available on Amazon.com at http://www.amazon.com/Some-Assembly-Required-Networking-Guide/dp/B001G7PWUY/ref=sr_1_1?ie=UTF8&s=books&qid=1222462847&sr=8-1