Are you a member of a networking group? Are you paying dues or a membership fee? Are you getting a good return on your investment (ROI)?
These are important questions and if you are in sales, you should take a few minutes to see what you are putting into an networking group and what you are getting back out of it. And don't just consider your out-of-pocket costs such as dues. Your time is valuable as well and should be considered. Taking an hour or two away from seeing clients has to be accounted for.
I have seen people join networking groups and treat them as some sort of a social gathering. That's great, but it should not be your primary reason for networking. The word "work" is in there for a reason, and that is because you need to treat it as such. I have friends I work with, but I work to make money. I can see my friends off the clock as well.
Others will attend networking functions out of obligation. In other words, their employer told them that "this was part of the job, therefore you go out and make some contacts!" You can always tell which people these are because they don't really mingle, but stay in their cliques or hang out at the bar. I've even seen a few hookups going on. For me it's questionable if I want to spend my time with these folks.
I have an attorney friend who fully understands how to network. He has literally walked around with me introducing me to people I don't know and speaking on my behalf with such witticisms as, "I'm pretty sure he's honest" or "Chris has never been to prison, as far as I know." Thanks, pal.
My experiences with "free" groups has been mixed. The people there are usually very nice, which makes things go much more smoothly than one would imagine given all types of industries and personalities. And even though my competitors are usually showing up, we all are courteous and professional towards each other. I say "usually" because I have had an instance or two where a competitor tried to throw me under the bus, but to no avail. This is because I have gone to these events for a long time and have built a rapport with most of the members. They know and trust me, so if the newbie thinks he or she is going to sway the others to get referrals, it won't happen.
With free groups, one typically has to understand that what they consider bad networking opportunities can actually be good. For example, if you are selling group benefits, the person working out of their home doing the "direct marketing" thing probably isn't your potential buyer. If that is keeping you from talking this person up, you don't quite get the point.
Don't go to a networking event to sell the other networking members. You want to get them to be your advocate. That sweet lady selling protein shakes out of her kitchen isn't your client, but she may know people who are, and it is to your advantage to get your message to her.
One key secret to networking success is to meet one-on-one with people after the function. If I can sit down with someone in a coffee shop for an hour I can share what I do, how I do it and tell my story, which I hope the other person will share. The other part of this secret is that you have to reciprocate. I have learned that sometimes I need to learn about the other person's work so I can refer business to them. You refer them, they'll refer you. It's not rocket science. And if you never get a referral from them, feel free to find someone who will send people to you.
In the next post, I'll discuss two of my favorite free networking groups and why I enjoy attending these events. In the meantime, stay healthy and productive!
Chris Castanes is a professional speaker who helps sales people succeed through workshops and humorous presentations. He's also the author of "You're Going To Be Great At This!", a humorous look at sales. For booking information, click here. He's also the president of Surf Financial Brokers selling life and disability insurance in several states.
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