Low-tech Networking
While businesses are all a-Twitter with social networking and various other Web 2.0 methods for connecting with each other, don’t forget about the most simple and time-tested form of networking — meeting people.
Don’t get me wrong, I think online networking is a great thing. I’m especially fond of targeted applications such as LinkedIn, which allows me to focus on building my B2B network. Ultimately, however, all these applications are merely tools for developing new bonds with real, breathing human beings; otherwise you’re just adding numbers to an imaginary playpen. Who are the people behind the screen names? What do they care about? How can you help them, and how can they help you?
Time to take to the field.
The chamber is just the beginning. Every business owner has been urged at some point to join their local chamber of commerce. These organizations can bring handsome rewards if you’re willing to commit a certain amount of time and effort to aiding the chamber through committee involvement and event support. But if you’re unfamiliar with networking events, a chamber meeting can seem like no man’s land — or worse, like the playground at a new school where everybody is having fun except you. If you’re the gregarious type, you’ll brush this feeling off in about 5 seconds. But if you feel like fading into the wallpaper, you may want to get some practical training and experience….
Referral networking groups give you that training and experience. Generally they meet every week (some meet monthly) and members are allowed to introduce themselves and educate each other on their target market and their idea of a perfect referral. The meeting often includes a spotlight session on a particular member, a group discussion, or an educational moment about networking techniques. And of course there’s always some time devoted to open networking, which is really where you learn how to talk to other business owners — and more importantly, how to listen.
Why is listening such a big deal? Because successful networking is all about helping others. The credo of BNI, for example, is “Givers Gain.” If you make a genuine effort to help other business owners and refer potential customers to them, they will be happy to return the favor. Put others first and you’ll be taken care of. It works in customer service, it works in networking, and it works in life.
I’m a member of the BNI Referral Masters Chapter of Austin and we’re about to host a huge “Joint Visitors’ Day” with a sister chapter to introduce 100-plus local businesspeople to BNI and/or referral marketing in general. (Contact me if you’d like more info on this.) I also belong to Your Local City, a Round Rock-based group that is working on becoming a national phenomenon — they’ll even let you start a chapter in your own town if you ask nicely. And I attend some Austin-only groups such as National Business Exchange (NBX). Wherever you are, there’s a referral group waiting to do business with you.
I encourage you to seek out the referral groups in your area, visit a few of them, and see which one is the best fit for you. And bring plenty of business cards — you’re going to need them!
