The number one question I get asked is “What networking group should I join?” That is an impossible question to answer, for there are many factors to take into consideration. I hope to provide a little guidance here.
If you are just getting started, I suggest a mix of groups. If you have been in business for a while and want to get some new energy happening, take into consideration exactly what you need in order to elevate your business to the next level and choose your group(s) accordingly.
A note about Chambers of Commerce: Each chamber has their own rules about who can attend. The San Diego Regional Chamber of Commerce is the only chamber in San Diego County whose regular events, After 5 Mixers, are closed to non-members, including guests accompanied by members. However, if you contact Keith Woolgar, Business Development Manager, (tell him I sent you), you may attend one of the popular Get Connected Breakfasts. Their events are very large, and it is easy to understand that having unlimited guests would be difficult to accommodate.
Generally, all other chamber evening cocktail mixers are open to the public with no restriction (other than paying more than the members, which is to be expected). Many may require that you be invited to a breakfast or lunch. Please call the organization you wish to attend first, rather than dropping in unannounced. My personal networking philosophy that I teach with The Link System, is to attend an event knowing that you are a guest, and to honor that privilege by providing value to as many people you connect with as possible. Too many “networkers” hit an event like a heat-seeking missile, out to find their next big account. They walk around with a fistful of business cards, handing them to everyone they meet.
- Chambers of Commerce
If you want to establish yourself on a local level…there is nothing better than joining the Chamber of Commerce. However, as with anything you do in life, you get back what you put in. Joining a chamber does not automatically entitle you to start receiving referrals. Get involved…join a committee that matches your interests or abilities. I like the Ambassadors, (meet & greet), new member services or fundraising (meet people with money). Some chambers are more politically oriented than others…a great place to meet “movers & shakers” of the community. - Monthly Groups
These are normally membership-based but not necessarily exclusive in industry. There is a common bond, women, industry, philosophy, etc. - Weekly Groups
When considering joining either a weekly or a monthly group (or both), use these guidelines to determine which group is right for you:- Diversity. The membership should be diverse enough to put you in front of a variety of people so you are not running into the same people everywhere you go. (You can capitalize on that scenario as well, though).
- Who do you want to target? Is your product or service targeted to businesses or consumers? Someone who sells personal care products will want a different focus than a commercial printer. The majority of the members should have a customer base similar to yours.
- Where do you want to target?
If your target is strictly local, you will not be needing an organization that has chapters in other cities (countries?). However, if you travel, for work or for pleasure, having a chapter to drop into when you are traveling can be a huge advantage.
- Did they make you feel welcome?
Oddly enough, I have had readers report back about groups that barely acknowledged their presence. Everyone was too busy talking among themselves. They hardly felt inspired to join. Personal chemistry with the individual members of a group will make or break your success. Choose a group that wants you.
- Are you willing to commit enough time to networking?
Do not join any networking organization expecting to get immediate results. (This bears repeating.) The members need to get to know you and trust you. Most organization will advise you that it will take up to three months to start the flow of referrals. There are exceptions. My first visit to Leads Club netted enough business to pay for my membership…I was hooked! (in case you are curious…my first business was – The Home Phone Jack Company – I installed and repaired residential telephone jacks. Honest!) In today’s hectic work scene, weekly meetings may seem at first, like an impossible amount of time to commit to. However, once committed, and made a habit, it has the potential to be a turning point in your business. I saw it happen with many, many members during the first 10 years of my self-employment. Wednesday Leads Club Lunch in Mission Bay…it was written in stone on my calendar. It served me very, very well. (That group, a women’s chapter, is still going strong 15 years later…with at least two of the original members)
- Professional Industry Groups
Many people overlook the power of networking within their own industry. Limited thinking can cause a person to consider anyone in the same business simply as competition. But who better to learn from? Not everyone will have your specific target market or geographical territory. Networking within your own industry will keep you in touch with what is current, new & happening in your field. You want to be able to refer out the clients that are not quite right for you. When you do, you have made two people happy and that will come back to you! - Civic or Philanthropic Organizations
All leaders give back to the community in which they make their millions. You will never know who will be volunteering beside you to at the next event. However, do not join an organization in order to conduct business. Choose an organization for the passion you have for it…not for the membership roster. If you join for the wrong reasons, your motives will be very transparent.
Mel Kaufmann, author of The Millionaire’s Handbook, and founder of THE LINK SYSTEM says, “Networking is not a quick fix, like penicillin. Networking is more like taking your vitamins daily. It has a cumulative effect. Over time you will be financially healthy.”
Go forth and Network!
