Last month this column reviewed the benefits and potential drawbacks of joining a local Chamber of Commerce. But a chamber is just one of many business groups to consider joining. Depending on how much time you can carve out for networking endeavors, you might consider becoming a part of two or three groups as a way to boost local “work-of-mouth” about your business.
Be the only PRO in the room
One type of networking group available for small business people is organized in such a way that it limits membership to only one member per profession or specialty. These groups meet regularly, often weekly, for the main purpose of passing along referrals to other members. At meetings, there’s usually an open networking time where members mingle, then everyone in attendance gives a short presentation about their company. These short “elevator speeches” — who you are and what you do in two minutes or less — are often followed by one or two select members giving longer, more substantial presentations. Members rotate through a schedule of giving the longer presentations so everyone eventually gets a turn.
Probably the best-known name in this type of organization is BNI (Business Network International), which has been around for 25 years and has more than 5,000 chapters in 42 countries. Check their Web site (www.bni.com) to see if there are chapters in your community, and if one of those chapters has room for a PRO.
Help others while helping your business
Most communities have groups that combine business with community service and socializing. Groups like Kiwanis, Rotary and Jaycees are always looking for new members. By getting involved with projects organized by one of these service groups, you’ll not only give back to your community, but meet a lot of other business people you can network with, albeit more informally than in a group whose sole purpose is networking.
Network with women in business
If you are a woman-owned business, there are groups tailored specifically for you. These groups got started when greater numbers of women began starting businesses in the 1970s and ’80s. These entrepreneurial women often felt unwelcome, or at least uncomfortable, in existing male-dominated groups, so they started their own. The emphasis of women’s business organizations varies. Some focus on education, community service and professional development in addition to networking. And, interestingly, many groups that started as women-only clubs today welcome men into their membership, despite their group name and history. While membership rosters are predominantly still made up of women, a male who joins could benefit from networking with such a group and may even have an advantage over the female members — he’s memorable because he stands out from the crowd.
Birds of a feather flock together
Professional associations exist for almost every industry. The Portable Sanitation Association International (PSAI), for example, is a professional association for portable restroom operators. The purpose of a professional association isn’t so much networking as it is sharing information and ideas. These associations often set, maintain and enforce standards for training and ethics for a profession as well as generally promote the advancement of the profession.
In addition to joining a professional association to learn and share from your peers, you might also ask your best customers what professional associations they belong to. There might be opportunities to promote your business to their professional peers through such groups. Many groups, including PSAI, welcome “associates” as well as members of the profession into their ranks. In PSAI’s case, this includes manufacturers of portable restrooms, restroom trailers, trucks, deodorizers, supplies and services.
TIME TO GET BUSY
Being involved in a group, whether it’s the local chamber, a networking group, service group or professional association, is more than just paying the joining fee and adding your company name to the membership list. Benefiting from membership requires time and effort. Like anything, you get out what you put in. At the very least you have to attend meetings regularly and put effort into introducing and selling yourself and your company to those you meet. To become really well known by the group membership, it helps to take the extra step and volunteer to serve on committees or be hands-on in group projects. Remember, the last word in networking is “working.”
The key to building any business is to diversify efforts. If networking is currently a small part your marketing plan, consider joining at least one new group this year. You may find any time lost attending meetings is regained in lower advertising costs or reduced cold-calling time.
