“I Don’t Network Or Go To Seminars.”
Yesterday, I was talking to the owner of a cool espresso/gelato shop about the benefits of joining AIBA (Indie Biz Alliance) - one of which is we don’t charge for any of our networking events or educational seminars. He said, “But I don’t pay anything now. I never go to anything.”
I think (hope) he was joking…but…this is all too often all too true. Small biz owners get so wrapped in running the business, they forget to develop the business.
Now that I’ve talked to the guy, I’m far more likely to make a point of dropping in for a cup or a cone…before, he was just a sign in a row of many.
Certainly, you can go to the other extreme. I know business owners that go to everything…then wonder why their company is in such disarray. However, if nobody knows you, nobody will buy from you.
So, think of “networking” as marketing - and put just three events a month on your calendar. Budget both time and dollars accordingly. Treat it like any other marketing tactic: goals, measurements, follow-up.
P.S. This goes for those of you who with “real jobs” too. The time to network is when you don’t need it. Otherwise, you’re just one of many desperate strangers trying to “connect” when you need a job. (And, things like LinkedIn are great tools; they aren’t substitutes for people actually knowing you. If you show up out of the blue after 15 years asking for a referral…I may not even remember you, much less feel comfortable doing the referral.)
Tags: customer relationships, marketing, marketing troubleshooting, business development, entrepreneur sanity check
View the Blog Roll