Nowadays there are many types of business networking groups and events available. It is sometimes very difficult to know which ones to join or go to; especially if you are new to business or just new to the idea of organised networking.
You simply can't go to all of them so you will need some sort of selection process and selection criteria.
One aspect you could look at is cost.
There are some completely free business events around but often these are not specifically structured for networking and it will be up to you to network without becoming a nuisance - a label not good for you or your business. By the way, I define a nuisance networker as someone who simply shows up at any old event and gets right to selling whatever it is they have to offer to anyone they can latch onto. Please do not do this. However, when done correctly, with a view to establish long-term business relationships, there is nothing wrong with doing your networking at these business events and I would heartily recommend attending as many as possible to see how you get on.
You will almost certainly have to pay a fee to join an organised networking group and there will often be a per-event charge on top of this. For your money you should expect well hosted events, refreshments and a pleasant location. You may also get food but check the event format is a "tabled" one as mingling, talking and eating a buffet at the same time can be tricky. The fees are very variable and do not always reflect the quality of the group or events. Ask your friends and business colleague which ones they attend or can recommend. Don't commit to the first one you attend even if it seems to fit the bill. Do your research. Your time is valuable and you need to use it in a smart manner. Take every opportunity to use any free trials or guest invitations the networking groups may offer before you commit.
Another aspect you could look at is structure.
Some networks are run is a very structured manner with little deviation to the programs. Some also have mandatory attendance and referral requirements. Others are very informal and you have to work hard to avoid them being just social events. The middle ground format should have reasonable structure to ensure networking takes place but also some flexibility to allow a bit of variation on the day. Some even offer "expert" speakers from within the membership and these can be very interesting and provide good exposure for the businesses that do it. Of course everyone has their own preference so, once again, try them all out before you sign up.
One final aspect you could consider is your target audience. I think this is the most important of the three criteria mentioned in this article.
What business are you actually in? What benefits do you offer and who needs those benefits? Who do you need to be networking with? If you really need to be talking to company directors of large multi-national corporations then you may not find them at your local networking events. Go where your potential clients go. Some networking formats will better suit trade based businesses rather than consultancy providers and may not have the depth of referral coverage you seek or need. Each brand of networking group organisation is different and each host has different styles, contacts and skills. If you do join a group, get to know your host and let them know your business offering and your target clients. The host should help match you up with your target clients at each event.
Take the time to choose the right networking group and event format for both you and your business. You may even decide that two or more groups will better suit your needs. It takes time and focus to gain the most benefit from networking so make sure you are with people you really want to spend this time with.
In conclusion, always remember that networking is only one tool in your toolkit. However, if used in the right way, it can be an extremely effective, enjoyable and profitable one.
I'm Andy Pope and I am committed to helping individuals and organisation develop more effective face to face communication skills. I hope you enjoyed this article.
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