Joining a Networking Group: Is it the right investment?

Thinking about joining a networking organization? Are you involved in one already? Details on the ways in which to best assess the return on your investment.

Written Jul 24, 2008, read 647 times since then.

Think about the groups and business organizations that you currently belong to. Do you have goals set forth for how they will positively enhance your business? Becoming a “Joiner” should be goal and results driven like any other business or marketing strategy you put in place in your business.

Many students fresh out of college will graffiti their resume with listings of activities they were involved in and sports that they played for a whole semester. While, I never wrote that I was the worst player on my intramural whiffle-ball team which lasted for a total of 6 weeks, I certainly gave more due than was worth to a number of clubs that I participated in on my entry level resume. “Participated in” is really going too far, passively sat through about 50% of the time is a more appropriate definition. I watched as other students made it to the top of the heap and devoted their whole lives to Student Activities Boards and Student Council, and just couldn’t bring myself to muster up the energy needed to be the president of anything.

I often thought that I wasn’t the go-getter that I needed to be to get the great job and be the excellent student. But the truth was, I was an excellent student and I loved being one. After all wasn’t that why I was going to college in the first place? I wasn’t studying Politics (like the Student Council President) or seeking out a career in events planning (like the Student Activities Board President). I realized (maybe a little too late) that they knew something I didn’t. They were joining the groups and organizations that mirrored their interests in the “Real World” and could help them most in providing experience in their field. They were embarking on a journey of personal branding while I, on the other hand, enjoyed painting big signs and getting free t-shirts.

Now, with a couple years of working with membership organizations under my belt, I have come to find that there are many business people that do the same thing when it comes to joining networking organizations and business groups. They join without first assessing the ways in which they can leverage their membership to better enhance their business goals. Sure, there are not as many big posters to paint or free t-shirts but there are plenty of other reasons that one might join a networking organization that is destined to make you disinterested within the first six months.

So how does one go from merely being a “joiner” to someone who uses their membership with a business organization as a strategic component within their business plan?

They Ask The Right Questions Before Joining

Questions for you and your business:

    * Am I looking for a business organization that helps me to cast a wide net or cater to niche market?
    * Am I looking only to gain new referrals or would I like to be part of an organization that also develops my business through other means, like collaborative strategic planning?
    * Am I looking for opportunities to build my business on the web ?
    * Am I looking for opportunities for Professional Development through my business organization?

After deciding which of these things are important to your business it is much easier to assess which business organizations can best fulfill your needs. For some folks a group like Next Level Executives would not be a good fit because what they would like to get out of a business organization and what the group offers do not match up. For example, if you are an employee without profit and loss responsibilities your interests in a business organization would not necessarily include collaborative strategic planning and you might not be interested in professional development opportunities that are specifically designed for the business owner. Maybe a traditional BNI would be more appropriate or your local Chamber of Commerce. On the other hand, a small business owner who is looking for a collaborative environment where they can gather advice from other business owners, build their web presence and participate in professional development opportunities specifically for them, might find Next Level Executives to be a viable option. You also might find similar needs are fulfilled through group realted to other sites or organizations concentrated specifically on your industry.

They Set Goals For Themselves and The Organization

Some examples of goals:

    * I will attend 6 events or meetings the next three months
    * I expect to meet at least 20 new business folk through my affiliation.
    * I will make a specific change to my business that I can accomplish through the tools and network of the organization.
    * I will improve my web presence by being the the first page of listings when someone googles my name.

They Reassess their Membership and Involvement on a Scheduled Basis

At three or six months you should take the time to assess what the organization has provided for your business and what efforts you have put in. You take a look at your marketing strategies to see if they are working, right?

Some Questions to Ask:

    * Did you meet your goals?
    * Did you live up to the participation standard that you set forth?
    * Were there enough opportunities available to you to live up to the participation standard you set forth?
    * Where do you think the organization could have been more effective?
    * Did you pick the right goals?
    * Did you pick the right group?

Being clear about what you want out of an organization will help you better determine whether or not your money is being well spent.

Learn more about the author, Dani Tifft.

Comment on this article

Posted by Caren Austen, Dallas, Texas | Jul 26, 2008

You're so right! There are so many good organizations, it's hard to pick and choose the ones that will be the most bang for my financial and time bucks. But, networking IS essential. I found a Web site that impressed me so much I started working as writer/editor for it! www.w2wlink.com offers daily articles on networking, as well as network circles that you can join depending on your wants and needs. You get all the support of a networking group with none of the fees and you do it on your own time. I've become a believer and would urge everyone, especially professional women to check it out.
Posted by Dawn Renee Mallory, Seattle, Washington | Jul 26, 2008

Point Taken! We were JUST discussing goal and objective setting at an event two days ago

People set goals for themselves in many other business moves, it is just as important to leverage our precious social time as any other... just plain good time management!

Thanx for reinforcing my planning behavior!

Please send me your flaky friends!
Posted by Victoria Rhoades, Woodinville, Washington | Jul 27, 2008

food for thought! I joined a face-to-face networking group a while back, and after a few months, I've gained some valuable information from them. However, the impact to my actual bottom line is indirect at best. I need to set some sort of direct, bottom-line goal for them to meet over the next few months.

as for participation, I am asking questions and getting answers and doing my best to help others out.
Posted by Paul McFadden, Bellevue, Washington | Jul 27, 2008

Dani: The BNI networking group I'm a part of has helped in numerous ways. One, and most importantly, I get referrals and business out of it. There's nothing like attending once/week to stimulate a person's elevator speech and creative juices for giving referrals. Two, I see alot of small businesspeople who are just starting out. A networking group is a great forum to tell your story and the cost for a year is usually less than $100/month. The other great benefit is it allows an individual to gain the self-confidence needed in order to self-promote. Even though I majored in Speech Communications in college, membership in BNI has allowed me the opportunity to hone my speaking skills again. I belong to several networking groups; BNI is the best so far but the most important thing is to just network! I hope this helps. Nice article by the way!

Paul
Posted by Terra Vita, Seattle, Washington | Jul 27, 2008

Networking groups have proliferated and there many current choices. All, and I do mean all, of my significant career moves involved business or networking groups. In my early career I worked in Asia, I met most of my contacts through trade related groups. Granted it was through many permutations, committees in one group, luncheons at another, volunteer activities in another, etc. This took place on several continents and often business did not develop for many years. However the business that resulted was strong and sustained me for twenty plus years. After Asia, I lived in S. California where I knew no one when I arrived. I joined two of the more traditional face to face groups and all of my business developed rapidly from those groups. Usually it was not the group members but their referrals who turned out to be investors, partners, customers, clients and good contacts. I developed lasting friendships and strong business alliances. It was good and online networking was nascent so it was the only relevant choice. Back in Seattle, I joined a couple of smaller chambers and biznik. I attend few meetings due to many schedule conflicts. I am not attending with a purpose at the moment, just testing the waters and that is ok. My business is changing and I am just meeting and greeting for the future. I have been able to share some of the contacts made in the past. Biznik has been the best-some very interesting characters and I love the multi-generational aspects. Last night I attended a wonderful biznik party with recent college grads and some very senior biz executives (senior in accomplishments and age). It was very friendly and the attendees were very dynamic. I believe strongly in the power of a good party. Parties come from associations, networking and whatever. You don't get invited if you don't turn up. In Asia I was a senior VP. My boss, a wise and very successful entrepreneur, told me my job was "lunch, dinner, parties and deal making in any order possible". Just don't eat alone was his one caveat. Get involved and participate was his strongest order. It's a give and take situation. Of course, in those business edeavors, we had a strong business foundation. I like biznik for many reasons-particularly their exclusion of multi-level businesses. I was shocked to find one of my chambers with almost a third of their members in that category. Not that I have not met good people selling these products, I draw the line at being endlessly recruited. Biznik solved that problem for me. I have a bottom line, it might not be satisfied through this route at this moment. I believe that it will and in the meantime, I am exposed to many good business ideas and services I will use now or later. I believe in both chance and planned meetings, parties, good social events and kissing frogs and princes. It's all social networking and a good investment for me.
Posted by Terra Vita, Seattle, Washington | Jul 27, 2008

Ouch, my spacing disappeared into the ether on the above message. Ok, less gatherings and more working on paying attention to the formatting help!
Posted by Rocky Torres, Mill Creek, Washington | Jul 28, 2008

Thanks for your great post. I'm on my 3rd month of these business and I think I'm still in limbo or just overwhelmed. And you're right, networking with the right people is the best and I will get out soon.
Posted by Janis Flagg, Kent, Washington | Jul 28, 2008

BNI has been great for me on many levels. It helps to build confidence and you find that you have a sales force that you meet with every week that really cares about your business. So many of the people in that room will be able to provide knowledge and skills that you need to run a business. It can be from insurance, accounting to promotional materials, etc. They become your friends, in that you have each others backs so to speak by looking for opportunities for each other. If you run a home business, it's a great way to get out and meet people who are passionate about what they do.

I visited four BNI chapters before I decided on the one that was most comfortable for me. I've also enjoyed substituting for people in other chapters which is a lot of fun and you make so many new contacts that way as well.

Janis Flagg Greatest of Days Event Planning and Decorating
Posted by Matt Hackett, San Diego, California | Jul 29, 2008

Great article Dani!

I have found as both a member and now an owner of a new Business Referral Association, that different groups, will provide different benefits for many different professionals. After extensive research, there is NO right answer to the best group, company or association. Sure, manye have been around for 20+ years, but often they're technology is lacking. And yes, some of the mroe recent are offer fantastic online applications but lack the human interaction of building face-to-face business relationships.

Keep up the great work!

For a great balance of technology and face-to-face business networking meetings, check out ABRA. Affinity Business Referral Association (http://www.goabra.com)

Matt
Posted by Biz Kellam, Honolulu, Hawaii | Aug 01, 2008

UGG! BNI was the biggest waste of time and money for me. I actually helped start a chapter over here in Honolulu and after 3 years dropped out.

I always gave out solid, prequalified referrals and all I got back were worthless.

I get more business out of other professional organization I belong to.

I do agree that if you join an organization to get involved, if you don't put anything into it you won't get anything back out of it.

I especially like to Volunteer on the Membership Committee or even Chair it, that is a great way to get to know everybody.

And think long term. It is all about cultivating good, quality relationships over time. And think about "giving" first, it will come back to you.

Aloha from Hawaii, Biz (and yes, that really IS my name)
Posted by Dani Tifft, Westborough, Massachusetts | Aug 01, 2008
Biz (and everyone else),

Thank you for your feedback! As I mentioned, the structure of a BNI type group works exceptionally well for some, but for others it is not the secret ingredient to starting up a small business or gaining sales. One alternative to this style of referral group is a company like mine, Next Level Executives. Our Chapters have three key distinctions that make them a unique alternative than a traditional referral group.
1. Instead of Referrals Next Level provides a private forum for small business owners to get help with their biggest needs, which might not be referrals. We invite our members to become "business naked" in front of their chapter members and ask for advice on anything from how to hire employees to how to develop a marketing campaign. If you help someone build their business- you don't need to wrack your brain trying to remember their thirty second commercial you are invested in them as a person and have a complete understanding of what they do.
2. We help facilitate members' professional growth by cultivating thought leadership in their field. We provide opportunities for speaking engagements on topics that set you apart from your competition. How else are you going to stand out?
3. Next Level provides tools and resources for business leaders to integrate their online and offline marketing strategies.
Please check us out at www.nextlevelexecutives.com or feel free to shoot me an email with questions. I would be interested to hear more about your (or anyone else's) experiences with referral groups in the past. Dani@nextlevelexecutives.com
Posted by Jason Shultz, Phoenix, Arizona | Aug 17, 2008

I recently joined my local Chamber of Commerce. I wasn't sure at first about spending the money and if it would be worthwhile. But, it actually has been. One of the key things to remember is that you need to make yourself apart of the group. You have to be seen and heard to make it worth while. I immediately started volunteering to get myself known.

It helps that this is a small town (about 10K people) and so it very much has that small town "everybody knows everybody" feel to it. So, getting to know people is key to getting business. Being a part of the CoC is a big step towards that.
Posted by Jen Vondenbrink, Foxboro, Massachusetts | Sep 02, 2008

Hi Dani, What a great article for me at this time. I've begun my networking this summer with the local chamber of commerce (which covers three towns) and have visited a couple of BNI meetings. After 6 months in business it was nice to share what I've learned and what I need.

I like your idea of goals for a networking group. I had general goals such as increase referrals or be of service to the others, but just like developing your client profile, now I realize I need to develop a networking profile.

Thanks a lot. I'm going to work on this today so I can make some informed decisions in the next couple of weeks.