NiS Tip of the Week - Which networking group is best for me?

I'm grateful to Rachel Bennett, one of our newest Members, for taking me up on the offer of some free advice on networking strategy, and posing a question I'm often asked: 

"Which of the many networking groups out there should I attend?"  

Of course, it's impossible to give a definitive answer, as different groups and formats suit different people and businesses...  but here's what I shared with Rachel - and remember, it's just my opinion!) Also, event organisers please don't bombard Rachel with pitches to join your group :0):

It's not so much which events you attend, as what you do with the contacts you make.  Broadly speaking you'll find there is a 'networking community' in any area - meaning you will meet many of the same people at various different events you go to, as people rarely travel far to go networking. Some of these are very useful to connect with, as they tend to have large networks of contacts and connections you can tap into.

The classic networking fallacy...

Most people begin networking with the goal of meeting as many local business people as they can, hoping to sell their products and services to them. If the people in the room are not in the market for what they are offering, they are disappointed and say ' this group is not for me', or even 'networking doesn't work'.

A key point I always make is this:

If the person you are talking to needs the product or service you are offering, they are 99% certain to already have a supplier providing it to them. If they don't, then you have to persuade them first that they need what you're offering - a very tough challenge, because they don't currently pay for what you offer and you will naturally want to charge them for it. If you approach networking with a selling mindset you are doomed to failure, because very few people go networking to buy. Everybody in the room is looking for more customers. 

Your job when networking is much more subtle and complex than delivering a sales pitch. Your long term goal should be to build your personal brand in the local business community - to become the go-to person for what you offer. 

How to set about this is a topic for another NiS tip, so please watch this space... and

please feel free to leave your comments below!