Now I know, just mentioning business networking gatherings not working gets a million or so LinkedIners all riled up and I know the BNI worshipers have already clicked off this post.
And, that’s unfortunate. I have already ranted about the LinkedIn Lead Generator Fallacy and how that is a waste of time. And I have ten years of blogs I have written on business networking and all of their issues.
So, why am I back talking about business networking?
Answer: I keep getting asked, by the many newbies of the business world what my take is on attending business networking gatherings. And that brings me to check to see if there has been any positive change in how business networking groups are conducted.
Unfortunately, the only change is business networking groups are all doing their meetings on Zoom now, making the time spent in front of a low-resolution webcam torturing and producing the same results….nothing.
The issues business networking gatherings have…live or virtually…are many. However, let me expand upon the Top 3 Reasons Business Networking Meetings Don’t Work.
1. Everyone is ONLY Out for Themselves
I don’t think I have ever seen more selfishness in people saying they are in business than the many I have talked to who attend business networking gatherings.
Now, let me clarify. There is a difference between a ‘business networking gathering’ and a ‘gathering of businesspeople’.
The key is naturally in the word “Networking”. Business people gathered together are going to naturally make connections that over time will build up some sort of network.
It is when the gathering is organized to force the making of a business network is when all sorts of issues start.
The announcement of a gathering organized for the sole purpose of business networking is like calling in the hogs for their daily slop. Every type of business…many of which are questionable businesses, like MLM’s…will flood the opportunity to make a sale first and then be cordial.
It is the business people who attend every business networking gathering only to “sell the crowd” is what makes business networking not work.
Why? These self-serving individuals turn off business executives and business owners who are out to build business relationships.
They do not have the time to spend listening about a product or service they would never use and do not want to be around those who insist on making the gathering their feeding ground.
Without the business people who want to help connect other business people to possible business leads, there is no Business Networking.
2. Mostly B2C Businesses
After over 42 years of being in the business world, I have been to over 150 business networking gatherings. Nearly all of them were heavily attended by B2C business owners. These are business people who are selling a product or gadget to consumers…many insurance agents and real estate agents fit into this category.
This type of business networking is good for the few businesses that service B2C businesses but a waste of time for the business executives and operational service professionals who only work with other B2B business owners or executives of large businesses.
Business people who service B2B are generally better trained in business networking and would be a huge asset for business networking groups to have in their gathering since they are masters are business networking. They also are well connected to a large number of other business leaders (the decision-makers) who would NEVER go to a business networking gathering.
Unfortunately, these business executives who are battle-hardened business connectors will be the first to walk out of a business networking gathering that has too many B2C businesses in the room.
3. Frequent Membership Turnover
One of the most frustrating factors of business network gatherings that regularly meet is the frequent membership turnover. Most of the participants of business networking meetings are out for immediate gratification.
They want to sell the crowd and if the crowd is not buying they move on and move quickly since most of these business people are living from paycheck to paycheck which means making a big sale to pay their bills is their goal for each meeting they attend. They treat business networking gatherings like a Bass Tournament…who can reel in the biggest sales.
These people are not the only ones who do not come back to a regularly scheduled business networking gathering. The people who attend the business networking meeting regularly will generally leave the group because the membership of the business network group changes too frequently.
Networking groups that have fast turnovers are not all bad but does make it difficult for someone to refer to another business when they cannot make a frequent connection with the same business associates at each meeting.
The secret of cohesive business networking gatherings is to change the total focus of the meeting to be something more than just endless 30-second elevator pitches. Have a dinner, or a speaker or do something like play golf…works for me.
Good Article on Why Business Networking does not work.
5 Reasons Why Business Networking Doesn’t Work
Let me know how I can help.
