Business ‘just below the Surface’ at Network Mtg

Published Date: 27/10/2008

I recently undertook a review of why people in my breakfast networking group are networking. The trigger was an underlying assumption from some people that all were there 'to get business' and that unless you were passing leads at every meeting, you weren't approaching networking in a businesslike way.

Like most people I know, I network to grow my business but that's not all there is to it. There are social and community reasons too and I was grateful to find that I was not alone in that belief. Other people around the table also found that Networking provided much more than direct business.

10 Personal Reasons for Networking

So, if networking is not about simply passing referrals, and I believe it is about much more, why network? I’ve put together an incomplete and personal list of 10 reasons.

To put your business 'out there'

Just by being in a meeting with others, you are reminded that the myth of building a better mousetrap and the world beating a path to you door is not just wrong, it is dangerously wrong. A business that is not shared, will never thrive.

To test out your marketing messages in a safe environment

Marketing messages are very subjective. You can develop a whole campaign and have it fall flat on its face very easily. Your network will care enough to tell you if you message need improving before you spend too much money on distributing it.

To find suppliers and services

We all need services. What could be better than to get to know the supplier before buying the service and to have feedback from other users as to the good and bad aspects of it?

To learn about other businesses and be able to advocate them

When you are in conversation with someone and a problem comes up, you may be in a position to help two people – the person you are speaking to and also the supplier of the product or service you can advocate to them. A third person always benefits from this – you. Your reputation grows – with both people – so long as you understand both the problem and solution well enough to match them.

To help others succeed

and, yes, to hope they help you, too. Network groups offer many opportunities to provide help and advice. But do give it without strings. Only genuine help works to your advantage.

To avoid the loneliness of the home business person

Most of my business happens on the phone and by e-mail. I need to meet other people face to face just to recall how that feels and to get some social interaction. As more businesses are run by individuals who work in isolation, this will be a greater need.

To build confidence in your presentation skills

Many networks offer you a slot to present who you are and what you do. Take the opportunity to learn in relative safety. For some people, even the 90 second introduction that most networks tend to offer can be a tough thing to do. The ability to present your business well is likely to be a core skill when you are working for yourself – so use the opportunity to refine it.

To have a local presence

The internet has killed distance for many and it is easy to do business anywhere in the world – except, sometimes, for your own local area. Getting known locally may have beneficial effects – not least a reduction in travelling costs.

To feel part of a community

and be able to take action, too. Community is not dead but it isn’t a default either. A feeling of belonging and shared purpose is important for many of us. Recently, my breakfast group took part in a team-based charity event and we all learned much more about each other as a result.

Watching others develop and grow

One of the upsides of working in corporate life was the opportunity to watch someone join the company and begin to develop skills and expertise. The Network can provide a similar experience as people take their first steps in their own business.

Oh yes - and occasionally, I do get a direct business referral, as well!

How do you grow you business by Networking?

People get to know who you are and what you do

As they do that, they begin to trust you with their friends and customers and they advocate your services. You may not always know how a piece of business came your way but often it can be traced back to seeds sown in networking.

You learn how to be more effective in your messages

As a result, you can begin to win more business where before you simply would not have been considered. Likewise the next benefit -

You go for more ambitious work and get it

How good does it feel when that happens?

New Businesses are born

You find others around the table who complement what you do and a new business is born. It may be additional to what you do now or it may replace it completely. Business is always changing. Networks can be the catalyst for that change.

Your market isn’t necessarily in the room

Much of business grows by relationships and, for most businesses, their market is not 'around the table' at a network meeting. Their route to market IS there, however. There are businesses that benefit from 'slip passing' and I don’t suggest that referrals shouldn’t be created and passed. For most, though, creating long-term relationships is a better plan, so having a social breakfast meeting doesn't mean that business isn't happening.

You just have to look below the surface to see it.

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