Which Type of Networking Group is Best for Me?

As advertising budgets have shrunk and "conspicuous" types of smoozing (i.e. courtside basketball tickets, lunch at the Four Seasons, etc.) have fallen into disfavor, more and more professionals are looking for networking groups to help generate business.


There are a variety of networking groups out there, but which one should you consider joining?

Before committing to a group, you should first ask yourself exactly what it is that you are looking to accomplish. Are you looking for immediate sales opportunities? Are you interested in building long-term referral sources? Are you simply looking to become more well-known in your community or field of business?


Once you have identified your networking priorities, visit a few groups and consider some of the following factors:


1. Members in the group- Look around the room and ask yourself, "Are these the types of people that I would like to be associated with?" For better or worse, you are often judged by the company you keep. Are the members reputable and professional? Would you be comfortable referring a client or friend to these people? What is the experience level of the members? What is the criteria for membership?


2. Size of the group- Bigger is not always better. While many prospective members are often impressed with larger groups, you should be careful here. Is the objective of the group simply to recruit more and more bodies? Consider inquiring about the turnover of members. How often do people quit and for what reasons? I've seen examples where large groups can be terrific, but I've also seen many smaller, more focused groups that generate many more business opportunities for their members.


3. Variety of businesses represented- Some of you may like the idea that the group features nearly every possible type of business imaginable. Others may be seeking a smaller niche or more focused concept. Is there a business-to-business presence or is it filled with home-based businesses?


4. Structure and organization- Structure is an extremely important factor in successful networking groups. Before jumping in, learn the rules and policies of the group. Accountability is crucial, but is there too much emphasis on bringing business every single meeting? My experience has shown that an over-emphasis on this often results in shaky leads. The most effective networking groups generate business referrals, but also lead to increased opportunities, inside knowledge, new business connections and the ancillary benefits that come with meeting with other successful professionals on a regular basis.


5. Is it a cult? Okay, not a real cult, but is this group the end-all and be-all for the members? Don't join a group that pressures you- in real terms or implicit ones- to forgo your existing professional relationships and only do business with its members. Networking is about building relationships, not destroying them.


6. Time and money- Like most things in life, you get what you put in. Will the time committments required for success in the group meet your lifestyle or schedule? What are the attendance requirements? Every successful networking group needs an attendance policy, but are the rules overly restrictive or impractical for you? Also consider the cost of joining the group and consider if this is the best use of your marketing dollars. That doesn't mean that free or almost free is better. Often it is the fee that makes people show up and take the group's business seriously. I've met people involved with free, loosely-run networking groups and initially this can seem attractive: low cost and little committment. Ultimately, though, these two factors are usually the main causes for the group's demise or ineffectiveness.


If you have any questions related to your own networking needs, feel free to write.