Here we are again at What Went Wrong? Wednesday…where we take a hard look at where our best marketing and sales efforts go wrong. This week, we’re tackling one of the BIGGEST networking mistakes I see — whenever I have the privilege of speaking at networking events around the country.
This is one of my pet peeves with networking events of (almost) ALL varieties: Business owners who plan to attend, show up, sometimes paying to show up, and then…. REFUSE TO GET REAL ABOUT WHAT THEY ARE THERE TO DO / RECEIVE / WALK AWAY WITH.
Women Who WOW is often mistaken for a networking group… which it is — most definitely — not. (Here’s a sample of what we do here.) But, in years past I’ve had the privilege of speaking at a variety of networking and business gatherings… only to see one of the most appalling deflectors of business income deeply entrenched within the organization itself: The Phony Facade.
This is where business owners, when asked to share WHY they are members of an organization or attending that particular meeting come up with answers like these:
I’m here to contribute to the world’s greater consciousness.”
I’m here today to become more polished as a professional.”
I’m here to help others.”
I believe this is largely due to NOT KNOWING what’s expected of them at that meeting…. When listening to these generic responses, I have to stop myself from shaking my head in disbelief. Not that there’s anything wrong with these stated goals, but if this is a business-related networking meeting, you should be here to either GET LEADS, MAKE SALES, RECEIVE REFERRALS, or LEARN how to grow your business, market profitably, sell effectively, etc. Period.
And, for the record. I think these answers are B.S. I think these business owners have on the “I’m here for the greater good” facade — when inside, their mind is racing about how they can make payroll… where their next clients are coming from… or how they can finally leverage their existing level of success into more.
Why do I think this? Because they tell me. Just as soon as they feel safe enough to remove the facade, they tell me. At Women Who WOW, we meet once a month (live and virtually) to circle back to a solid, innovative, and grass roots focus on business development strategies and systems. And, avoiding the “business card toss” found so commonly at other events, we participate in what we’ve named, “deliberate networking” with weekly networking challenges encouraging us to continue to network profitably throughout the month.
But, we’re not the only group demanding an authentic purpose from their members and attendees. Dr. Lisa Renz is the Executive Director of BNI Southeastern Virginia is quick to clarify what she expects of her members — and what they should expect from www.BNI-SEVA.com. Here’s what she says,
There’s no pretense with BNI. People are there to help you grow your business and you’re expected to ask for exactly what kind of business or referrals you are looking for.”
Simple. Direct. And with absolutely zero need for a facade. You can leave your mask at home.
The New President of NAWBO-SEVA, Denise Rang (owner of Ahead of Hair Salon in Hampton Roads), takes an equally authentic stance and says up front that the NAWBO organization takes the opposite approach. They don’t WANT business owners showing up with an expectation of a direct financial return on their time or monetary investment… not at first, at least. Instead, the organization is focused on growing women personally and professionally. Here’s more from Rang,
I’ve been in NAWBO for about 7 years. After about six months to one year, about 20- 25% of my business came from NAWBO members and their referrals.
Based on results like hers, if you’re willing (and able) to wait that long for more sales… NAWBO is a great place to show up, participate and build “future” business, as well as some great relationships.
Personally, when I started my business 14 years ago, I LONGED to go to a NAWBO meeting — but, in all honesty — the $19 fee to attend a meeting as a non-member (back then) was too steep for me. =) Knowing what I know now, i realize that my desire (and demand) for immediate ROI would have made me a very poor fit as a member of their organization. =)
What I admire about both of these leaders of networking organizations is that they state — up front — what members should expect when they arrive, visit or join. No facades. No bait and switch. ONE is focused on money in the door… through consistent referrals. (Still of course focused on building relationships that are mutually beneficial.) The other, is focused primarily on developing women and relationships, with a secondary focus on future referrals and sales.
The MISTAKE uncovered here is two fold:
1) Coming to a business networking meeting with a poorly disguised goal or motivation; and / or
2) Not taking the time to make sure YOUR motivation intersects with the organization’s culture.
