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First off, let me state publically that I am a huge fan of networking. At best it's a warm, fun and friendly way to find new clients, help others and make friends. I advise my clients to actively incorporate networking into their marketing plans. On the flip side,
First off, let me state publically that I am a huge fan of networking. At best it's a warm, fun and friendly way to find new clients, help others and make friends. I advise my clients to actively incorporate networking into their marketing plans. On the flip side, here are some experiences from the other side to prepare you for what you may find. Anyone who rushed a sorority already knows what I'm about to describe or has blocked it out of their memory. (Sorry for the flashback.) "Welcome - Love It - See Ya"
You are invited to a group meeting and are warmly greeted. You may even meet a few nice, sincere people. They seem to not only need your services, but actually say they know people who want your services. Some people even call you to meet for coffee to "understand more about your business." You give the membership committee your application and check. You attend for weeks as a visitor and have so many coffee meetings you start ordering decaf. Each of these people seem very interested in your business. DON'T BE FOOLED. Although they approach you with the bait that, "we could be great business partners for each other" they are really sizing up the competition. As members in one-member-per-profession they have black-ball authority. If you really feel it's worth it, try only to appear complimentary or better - weak. I went through this with a group that wasted copious weeks of my time, strung me along and then killed my application. Needless to say, I was too much of a threat to someone small. Sad. Here's an even better one... "Come Visit - Welcome - Whoa!- Bye"
I do not wish this on anyone, but it did actually happen to me. I was invited by a member who raved about their group. I drove a considerable distance - given the price of gas - was warmly greeted, signed in, lunch fee accepted, stack of cards added to the visitor box and met a few nice people. Then before the lunch began, my sponsor took me aside and apologized that their "business consultant" was upset, escalated to the president that I was not only a conflict but could not introduce myself at all. My embarassed sponsor returned my lunch fee personally, I gathered my things while the meeting began and left with 40 pairs of eyes wondering what just happened. So you know, this seminar-hawking-consultant is about as much a marketer as Dr. Phil is a psychiatrist. "Like a Rhinestone Cowboy"
They are known affectionately as "category cowboys" - those threatened by anyone remotely in their industry. Construction contractors who blackball painters; graphic designers who blackball printers; business coaches that blackball marketers, you understand. Just be ready because "professional business networking" is only a name. In most cases, there is nothing professional about it. It's catty, cliquey and fake. Behind the professions are still people: small minded, scared, insecure - people. Take the time to find a group that's real and will support you.
Just be prepared. Think not just about your initial meeting strategy, but beyond. Get everyone's business card and load them into your Cardscan that week. Send a bulk mail inviting them to receive your white paper, e-news, a free consultation, whatever. Sometimes the group isn't for you...or it is, but you aren't. Be ready - have a plan - touch everyone you meet one or two times more. You may find a client or referral without the group drama. Now, that's networking.
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