In a recent Facebook thread the question was asked, “Why don’t more folks attend networking events” ?
Naturally, having managed three business networking groups over the past 15 years I have had the opportunity to ask this question many times. Some of the comments in the thread actually hit home on some of the basics for why people don’t like networking.
There are all kinds of reasons people have for not attending networking events. They range from not having enough time to seeing little purpose to attending. Some of the reasoning for not networking is based completely upon a negative experience or exposure to ‘Real Bad’ networking groups.
Let’s take a look at some of the viable reasons people have in not networking and some of the safeguards networking groups can take to change people interests in networking.
Lack of Self Confidence
“I stopped going to networking events because I am not schmoozy enough. I don’t have a natural talent for conversation with the popular kids…”
The vast majority of people see networking events as anther level of Public Speaking. Many business networking group’s agendas spend a large amount of time having each person stand up in front of the crowd and give their ‘One Minute Elevator Speech. True, this offers an opportunity for everyone attending to know what each person does and is looking for, but on the most part going to an event to speak to a group of strangers offers little motivation to people who are not comfortable speaking to a group.
Overall the networking events using the ‘One Minute Elevator Pitch’ format is seen as extremely Old School. It also one of the formats of business networking I have found to be very ineffective. Still, for some reason a few groups still use this way of networking. As a result, those who attend these gatherings, who are not comfortable with this way of socializing, get a negative impression of networking and never attend another gathering again.
Sacrifice Time
“I just can’t find time because each events need at least 3 hours plus 2 hours travel . 5 hours to meet 5 new people…”
Social and Business Networking does take time. Depending on the distance of travel and the length of time for the networking it does take a huge chunk of time out of someone’s day or evening to attend. This probably is the number two reason for why many people do not attend networking events.
This is very unfortunate people have this attitude towards networking since it is the most productive way of doing business and since there are today some very productive networking groups they are missing out out on some great opportunities to build some great business relationships.
Sale-Sell-Sale
Another negative image social networking gets comes from the Type A personalities who attend most events tagged as business networking. They come with a mission to close a sale. These dinosaurs of business networking are still out there feeling what they do is business networking when in fact it is a form of terrorism to most people.
Again, those who attend these events who know how to network socially get put off with dealing with sales pitches and leave the gathering with a bad taste of social or business networking.
Misunderstanding
“…why do people just go to networking events, start conversations and never follow up?…”
Many people who attend social or business networking gatherings really do not know how to network. They are not familiar with social etiquette that goes along with socializing in a group. Many make commitments to someone with full intentions of not fulfilling that commitment…in specific, saying they will follow-up with someone and do not.
I can’t remember how many times I have stood next to someone making a commitment to call someone to forward a business lead, exchange business cards and as soon as one of the people leaves the others says, what a loser..I’m not giving him/her any of my contacts.
Yes..this REALLY happens.
Instead of telling someone the truth, or at least lighten up the lie, by saying, I don’t know if I can help you, but if I run into someone who can I will send them your way, many people will give false hope with them thinking they are being polite.
As a result, social and business networking gets another black eye from someone who just does not see how networking really works.
Too Big
“…they tend to get watered down and devolve into high school…”
Walking into a room of 200+ people in hopes of finding the people who are perfect fit to your network is overwhelming. Even the most seasoned of networkers will find these mammoth gathers a little daunting to deal with effectively. Newbies usually get fed up and they are off spreading the word… social networking “Sucks”.
These large groups also evolve into developing sub-groups of social classes based on age groups or industry compatibilities. This results into the ‘High School’ culture so many have labeled large networking gatherings. These larger business meetups also become out of balance with focusing too much on the social which eventually get promoted as being a great places to find a date.
It is unfortunate this naturally occurring growth happens to the better networking gatherings. Nonetheless, if large networking events are not managed they quickly become hassles for those who attend for the business networking and eventually will self destruct. Solutions:
“…Pick a group and stick with it, rather than randomly going to different events helter skelter. Pick groups where there is a program and you LEARN something…”
- Today social and business networking has moved to being more socially driven. Trust plays a huge factor in networking. No matter if you are trying to find an investor for a new start up or a fourth for your Wednesday round of golf, trusting the person you just met as being a trustworthy person is what networkers are after. The challenge networking groups management team have to over come is building trust in the gathering not being a waste of time or effort for those who attend.
- Balancing the social with the business, or the purpose, should be the goal for all networking gatherings. Too much of one and the interest in those who attend will start diminishing the overall quality of the time spent.
- Safeguarding the quality of the group’s mission starts with the group’s leadership becoming the ‘greeters’ or ‘ambassadors’ of the group..the ‘Welcome Wagon’ for the group. From there, problems developing within the group can be clearly identified and dealt with before any negative image can be cased upon the entire group.
- Networking is the fun part of doing business and has been proven over and over to be the most profitable time spent. Everyone in business at any level should be out networking. There really is not many good excuses to NOT networking once you find the Right Group.
- Managing the growth of a networking group is very difficult but can be done through innovative thinking.
Let me know how I can help.
Interesting article Scot. I like how you pointed out some of the bad characteristics of some networking groups. I will agree that one minute introductions can be a little tough the first time you attend a networking group. After you have had some practice though, it gets easier and easier. In addition, having an “elevator speech” ready to go at all times is very necessary.
Anyway, since that was brought up are there any business networking groups out there that get it right without one minute, thirty second, or whatever length introductions? If so, can you expand on what makes them work so well?
Hey John, thanks for your support and your comment. Yes, I can agree that everyone should be able to say what they do and why it is important in a very quick message. That is part of networking. What is not part of networking is making an agenda out of scripted introductions being the focus of the gathering. It wastes time, energy and as I mentioned puts undo pressure on a person who has a lot to offer the group but is uneasy with presenting it.
What I have found works best has to do with providing attendees a profile sheet listing who is in attendance and what they do. This puts the thirty second introductions in their hands. That way they can peruse the document before,during and after the gathering searching out those they find of likemind or in an industry of interest. It also provides something to take notes on what was discussed so follow-ups and connections can be made later.
The most effective groups I attend all have incorporated a learning experience program or speaker as the agenda with able time to networking before and after the sessions. As I mentioned, I have attended hundreds of networking gatherings in the past 15 years and have even had network groups of my own. What I have found works best is having a conversation with someone or a group…not a sign song thirty second introduction.
Hope that helps.
PS: Groups who have a very cordial leader or a group of people assigned to be greeters also improve the atmosphere and takes the edge off being new to the group. They can also help in introducing new people or attendees who attend regularly find connections that are of interest. Greeters and group ambassadors really make a difference.