Recognize When it's Time to Upgrade
Forget everything you heard if you want to succeed at networking
Now don't be alarmed at what I'm about to say. Actually, yes I want you to be alarmed. What I'm about to say is going to upset a lot of people. I'd like to make the disclaimer in advance that I respect many of the networking groups that are out there. But they are not really designed to help you succeed. There's no accountability. That includes my own Empower Me! Network, and I'm bold enough to publicly say so.
Networking groups, associations, clubs, etc. are supposed to be a place where like minded people come together in the name of networking. You get to hob nob with people just like you, share advice, exchange information. And that's great. It gives you the warm and fuzzies because you've found "your people". Some groups, like mines, charges a fee to be a part of their network. They have mixers, conferences, monthly meetings and it's wonderful. But at a certain point, if you're like me, you start to get that feeling in the pit of your stomach "isn't there more?". And most times, no there isn't more. Now this depends on the organization. I had to re-examine just what I wanted not only for the Empower Me as an organization. But for the members I am representing. And let me tell you, I didn't like what I saw. But changes are coming. I've cancelled all memberships and we're starting from square one. Anyone who wants to be part of our network, must work their butts off and participate. No exceptions or excuses.
If you're like most people, you'll pay your monthly or annual fee, participate in the first few months, but then you fall back. Your participation gets less and less as the excuses grow and grow. You're wasting your money and not really getting much of a return on your investment or you professional development. The organization you pay gets to have your money and they don't care whether or not you take part of anything because after all, you paid your money and it's your responsibility to take full advantage of your membership. They choose to focus their attention on the 20% that participate (remember that 80/20 rule?). Yeah sure, sometimes you'll attend an event where they happened to land a phenomenal speaker. But what about the rest of the year? Be honest with yourself. Have any of your memberships netted you a new job, new clients, business partnerships? If so, how often? To those of you who answered no, how active are you in your organization? YOU could be the problem. What are you thinking spending money then not making full use of your membership? Where's YOUR accountability? "Life got in the way", "I'm so busy these days I just don't have time", "I'm not really the networking type". Save it! I've heard all the excuses before.
Now back to networking events. At some point you have to understand when you've outgrown something. Some people outgrow this newsletter and have unsubscribed. No skin of my back. Those who want the information will stay. Those who don't, I hope you find what you're looking for. (Although I can't really complain because my retention rate is awesome). But you have to know whether or not something fits for the short term or the long term. I hate to call people out, but let me use my own experience as an example. The Black Enterprise Entrepreneurs Conference is wonderful. I've been twice. I've even been a speaker (and I have a feeling that I won't be asked back after I say this!). But I came to a realization last year. It's not my thing. Aside from the BE 100, there is no real networking I can do there that will benefit my business. Many of the attendees are struggling business owners, new start ups and people who are contemplating taking the entrepreneurial plunge. That's not me. I'm well along in my business and there is nothing I can learn from them, and there is certainly nothing I can do for them (have you seen my fees?). The BE 100 never participate in the day to day of the event because their target market is not in that crowd. They network amongst each other not with Gen Pop. I've had to accept the fact that this is true for me too. So I won't be going back as an attendee.
Let's move on to another example. Ladies Who Launch. Wonderful group, I have much respect for them. But I was asked if I would be interested in a trade of sorts and utilize some of their programs in exchange for advertising. But sadly I had to decline. Why? Because I'm past the launch phase. In the beginning this would have benefitted me greatly, but now at this point in my business, other than some cheerful chatting and a couple of lunches with some really cool women, it serves no purpose for me. I'm sorry if anyone finds this insulting, but it's my truth. I do recommend the organization to every woman I meet who is starting or thinking of starting a business. It's just not for me.
Now why do I talk about these two? Simple, they are part of my experiences. But let me break it down even further for you. I'm being more selective in my networking these days. I still will chat and connect with most people. But for my business objectives, I go for the big dogs. Not everyone is my target market. Not everyone can be a client or lead me to a client. These days, if you're running a business you HAVE to cultivate relationships that will produce a positive ROI for you and your business. True, not everyone can help you, but if they can open doors or lead to more introductions of people who can help you, that's where you need to focus your energy. Answer me this. If you're networking with someone who is a struggling business and they have no budget or discretionary funds to engage your service, and they can't provide leads for you, how is this helping your bottom line? That sounds more like a friend or family member. If that's what you want, fine, stay broke. Sound a bit too focused on money? That's the point! Those of us who are in business are in it for profit. You have to pay your bills, your vendors, your staff. Good will has its place and you shouldn't turn your back on anyone. But if you want to be a SUCCESSFUL business, you have to make the tough decisions and that includes narrowing your inner circle and surrounding yourself with people who are deal makers who can deliver.
Let me address the job seekers for a minute. If you're constantly sending your resume to or meeting with people who are unemployed, how is that going to land you a job? Yes, you may get a few leads. But if you're around people who are looking as hard as you are, they' are looking out for themselves, not for you. Why wouldn't you hang around people who can open doors for you? To commiserate? No thank you. I can do that by myself. Again, I'm not saying turn your back on people. But you have to make sure you're following your life and career plans. Sometimes that means foregoing First Fridays with the girls and positioning yourself to hang around people who can make things happen. Now don't think that by default this means recruiters. Recruiters are NOT who you should be hanging around. It's good to keep them in your database but they are not the ones who can help you. I'm talking about real decision makers in companies you want to be a part of. People who can introduce you to those decision makers are even better.
I truly hope you get the gist of this article. In order to grow and succeed we need to recognize when it's time to take it up a notch. It brings you out of your comfort zone, but it's so much more beneficial when you continue to elevate your network. Before joining an organization, really determine if you're willing to put in the time to cultivate the relationships to maximize your membership. I can't tell you how much money I feel I've wasted over the years on organizations and events that yielded no results. I guess one can say it's all in how you market yourself. Yeah, I can't disagree. But if you have a non-active group how can you achieve anything? It only works if everyone (or at least some) is actively participating. You should be gathering with people (men and women) who are there to learn as well as help one another reach their goals. People who are going to give advice and be just as invested in seeing your grow as they are of themselves. It may mean you need a high level mastermind group or to get with a "C" suite crowd. Only you know what your needs are. But don't sit around idle. Get out and get known.
Before you lay out any cash to go to any event, really sit back and weigh the ROI for your attendance. Is it going to be worth it in potential clients or job leads? Are you willing to put in the work or will you just go to hand out cards and be a casual observer? Are you ready to prepare your agenda to ensure that your objectives are met during said event? How will you go about follow up (and most importantly FOLLOW THROUGH)? Will you commit to building real mutually beneficial relationships? Networks and networking events can be wonderful. But remember they are only spring boards to the real relationships you have to build in order to be successful. Always be looking to move to the next level.
Til Next Time,
Adrienne Graham