How to Network Without Feeling Like a Pushy Salesperson
Small business networking. Does the very idea give you a heavy feeling in the pit of your stomach? If so, you’re not alone. Many small business owners avoid networking, both because they feel they don’t have the time and they just don’t like going to business social events.
And yet you know you need to be doing it, right? You’re well aware of the fact that it doesn’t matter if you have the world’s best widget at the lowest possible price. If nobody knows about it, your business won’t be successful. That’s why networking is so important.
We’ve all had that feeling that networking is just one more thing on our already massive to-do list. But I’m here to tell you that joining a small business networking group just might be the answer to your dilemma.
What’s the difference between plain old networking and a networking group? A networking group exists solely to help members get referrals. In contrast, plain old networking is when you go to an event, perhaps one sponsored by an industry association or your local Chamber of Commerce, and you do the “meet and greet”.
Ah yes, the “meet and greet”. You’re standing there trying to balance a glass of wine while trying to get your business card out of your pocket. Meanwhile, the person in front of you is scanning the room for someone more important than you.
The worst part of “meet and greet” networking events is the feeling that you have to “sell” yourself to people who may not be interested in hearing about you and your business. That’s where joining a small business networking group is so helpful: the whole point of the group is to tell each other about your respective businesses and see how you can help each other with referrals. So you get to network without feeling like a pushy salesperson. What a relief!
That’s why I’m such an advocate of small business networking groups: as you help others, you help yourself! The whole point of the group is to learn what each member offers in their respective businesses, and give and get referrals.There’s no awkward feeling of perhaps imposing on someone. And an important part of the process is the reciprocal nature of the group: not only are you telling groups members what kind of referrals you are looking for, you’re also actively seeking referrals for their businesses.
Many people really enjoy their regular networking group, and say that it is the most productive meeting of their week. What else can it do for you? In addition to referrals, a networking group usually offers you group advertising discounts, business educational seminars, and lots of other useful perks.
Where do you find a small business networking group? Probably the most well-known example is Business Networks Internation (BNI) which has groups in most cities in North America, as well as internationally. However, BNI is quite expensive to join (proponents would argue that the business generated by referrals more than outweighs the membership fees, and that may very well be true). You can also find other networking groups by doing an online search for “your city + networking group” or by asking your local Chamber of Commerce for suggestions.
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