Have you had it with going to business network groups and leaving feeling you wasted a lot of time and effort? Well, join the crowd.
In a recent survey, I found 7 out of the ten business people I talk to would rather use other forms of business lead generation than attend another business networking group meeting.
I really can’t blame them for feeling that way.
Have you been to a business networking group meeting lately?
Today the answer to that question should be No, but before the COVID-19 virus business networking groups were everywhere.
And most of them were attended by the same 25 or 30 people.
What is the value of seeing the same people at every event?
Don’t worry answering that..we all know the answer. There is no value to seeing the same business people over and over.
But…here are a few questions that have different answers.
Should I go to a networking event?
Answer: If your goal is to meet contacts in your industry, then you should most certainly attend a business networking event.
The events allow you to get to know people easier in comparison to the workplace, and are imperative in both the initial relationship building and the relationship maintaining stages. But, get ready to run into the same people over and over. If your goal is to find business leads you can close a deal with at the event…then you need to change your goal because that is not going to happen.
Why Networking Events Can be a Waste of Time
If you are focused on getting immediate sales rather than building business relationships that generate years of sales then you probably shouldn’t go to networking events. Building a solid business relationship should be every business leader’s goal.
Going to a gathering of businesspeople with the full intention of walking away with dozens of signed contracts is ridiculous.
Yet…there are thousands of misguided people being told that if they are not selling every moment they are awake they are wasting their time and effort. As a result… business networking events are now today’s version of whale hunts.
It is these types of businesspeople who flock to business networking events and are who are killing any opportunity for business relationships to be formed.
What is the solution?
It probably would be better to just take a chance on presenting yourself professionally on LinkedIn and send out, one at a time, a compelling…not spammy…message to contacts you feel would be good to build a business relationship.
It is not the perfect situation but will do until we all can get together again.
Think quality and not quantity when you are at a networking event.
Let me know how I can help.
great article , Scot, have been wondering that myself, lots of groups, the same people, but nobody seems to be networking. I have not received any connections or calls from these meeting. I think I would be better off to spend more time on LinkedIn or even just cold calling. Does anybody else have an idea on how to break through the barrier of , networking is not working. i am open, what should I be doing.
Well one thing , if yo read the book, Networking is not Working, Derek Coburn would tell us to quit wasting our time, and reach out to people 1 on 1 and established a real connection. I think that is my answer , start talking to people 1 on 1, get to know them and see if this could be a really good connection for each other.. You don’t need to reach out to more people, you need to focus on the people in your own inner circle and get to know them better and add value to their community. Scot, thanks for the help, I needed that advice, you’re the man.
Rob,
Thanks for commenting.
I have found the only Business Networking Groups worth attending are the ones that have a function or event associated with them. Something like a seminar or learning experience that draws in the decisionmakers of businesses and is managed by someone who gives a crap about who they invited to attend by making sure those business people with alternative motives are culled out.
There just is not enough time in life or business to deal with people who are only out to get what they want without any consideration of every giving to those who they take from.
Yes, the 1-on-1 meeting generated from LinkedIn is today the most productive method of networking…and quality produced video marketing is the best way to attract those business leaders who clearly understand the value of building a trustworthy business relationship. Hope this helps!
Scot