An Introduction Into Networking

What does the word networking actually mean? According to dictionary.com, it translates as “an association of individuals having a common interest, formed to provide mutual assistance” However, does it really work? Do social groups and meet-ups really affect the course of business in a positive way?

As a recent addition to the Website Design Centre, I was asked to attend a weekly networking event called BNI. At first I was nervous about meeting a large group of people on a formal basis so early in the morning (the meeting starts at 7.00am) but out of pure curiosity, decided to observe what happens at a ‘real’ networking event. After all, networking to me meant accidentally bumping into someone new down the local.

After a shaky start due to my alarm clock not realising I was serious when setting the time for 5:30am, I eventually arrived feeling slightly anxious. After an informal gathering in the reception area and a brief introduction to some of the members, I was taken through to the main boardroom. At this point I should mention that my business partner, Daniel Arpels CEO, was the person who invited me to the group and currently on the leadership team. He is a full member and attends every week promoting Website Design Centre.

After a brief overview of the BNI conducted by the leadership team, members are given the task of articulating their business in a 60 second presentation. A fairly difficult proposition if you are weak at public speaking, but then again I suppose this is one of the advantages of the BNI; learning new skills in an environment where everyone is on a level playing field. Most amusing was a table bell and stopwatch utilised to give each member exactly 60 seconds, a brilliant idea to curtail anyone who may take advantage of the floor.

Next on the agenda was a brief sales lesson. I later found out there is one every week which is handy if you struggle with sales and are keen to learn new techniques.

Suddenly, the reason for scraping ice off a frozen windscreen at 6:00 am on a January morning became all so clear- referrals. I have always felt the most important factor of running a successful business is the art of getting into somebody’s headspace with whatever it is you’re trying to sell. Cold calling is the most effective means of attracting new business but also the most difficult. Trying to talk your way into a decision maker’s office is a task that has been written about in numerous books and online tutorials for years.

A term that has been re-branded "warm-calling", referrals is a great way to get your foot in the door of any establishment. With a referral you are given an all important tool in sales, a name. On first glance it may not seem that great, but as any cold caller knows the usual opener of “Hi, could I speak to the Manager” is a red light for most receptionists affectionately known as the gate keepers. Secondly, you have an introduction from a BNI member which immediately gives you rapport with the person you are calling as it gives you something to talk about ultimately breaking the ice.

The final part of the meeting is spent handing over referrals members collected that week. On average a member will give out two and receive the same back. Sometimes a member may hand out five and receive none in return. And this is where the cracks appear. An active networker is always on the lookout for new information and sees potential in every medium of any industry. If a member lacks this quality, that person will struggle to collect quality leads therefore offering nothing as a member of a networking society.

Furthermore, this can lead to agitation from the members that are contributing to the group, ultimately leading to an apathetic conclusion and undermining the progress of the ultimate goal, networking.

In conclusion, networking events are a great initiative and I shall be looking into joining one in the near future. However, “givers gain” is a quote that should be heeded instead of just chanted at a networking event like BNI.

Chris Brown
Sales Director

Website Design, Online Marketing & Public Relations In Norwich, Norfolk

Norfolk's Leading Design & Marketing Agency

Wood Farm, Deopham Road, Attleborough, Norfolk, NR17 1AJ

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