What is the benefit of networking for your small business?
Well, if you aren’t networking, you can’t know, can you?
I was stubborn. I tried several networking groups, but none struck a cord with me so I assumed none were worth my time. Some I tried were a “sound your own horn” group with forced referral practices so I wasn’t impressed. You have to attend several to find a real match. I finally found a gold mine. The more you attend, the more you recognize that good groups with good moderators rise their best to the top.
Consider that in your own friendships, sincerity ranks highest. The same goes for networking groups. I found one with new leadership, and the members were genuine. The new president has a “Damn the torpedoes” attitude that has turned the club around. We are all benefitting from the changes. Leadership will determine which group will work for you.
Keep the following in mind when considering a local business networking organization:
- Living completely within the confines of your business is not a means to networking. It also means you aren’t involved in your community. I met someone who said she gave up networking when she didn’t get any business after a few meetings. Well, that’s like saying you tried social media a few times, but didn’t get any followers.
- Joining a business networking group forces you to hone your elevator pitch. I didn’t realize how my pitch didn’t clearly convey what I do. Listening to others pitch their businesses well taught me to clarify my pitch. The weekly breakfast networking group I attend allows 50 seconds to say what you do and who you want as a client. If I can’t convey my business in 50 seconds (which is longer than you may think), then I am in big trouble.
- I also attend a couple of monthly business luncheons. A luncheon allows you to connect before the meal and with the people at your table. The scheduled luncheon speakers are usually leading business, government, or community leaders. They have valuable community information to help determine your business track. What a valuable opportunity to pose questions relevant to your business concerns!
- Business organizations participate in community volunteer efforts. Don’t confine yourself to just attending meetings. You must volunteer for the efforts your group supports. Why? Consider that a volunteer event exposes you to a whole new set of people. People you would never meet in ordinary activities. A new set of people who know nothing about your business. And through that volunteer work, those folks will see you in a good light because of your selfless work. The more often you participate, the more you are recognized. People like to do business with people who give back to the community.
You can’t go into a networking group thinking “What’s in it for me?”
It’s about relationship building. And relationships take time to grow. If you don’t have time for “people” outside your customers, then don’t join a networking group. And being an introvert is no excuse. I am an introvert, but the energy and knowledge you gain from peers and colleagues is worth the extra effort.
You’ll benefit the most at events if you do more listening than talking.
Listen well, and you will be pronounced a “brilliant” conversationalist! — R. Kent Hughes
Everyone wants to know what’s in it for them. Business professionals do, too. They are people after all. And people don’t take to those who do all the taking.
Tip: part of your pitch should be a tip. Something of value that makes people recognize you know what you do. A takeaway. Be a giver, a listener, a networker. And not only will your business grow. You will grow as a human being, too.