Are Networking Events Worth It?

There are 2 kinds of people in the world: Those who like Sunrise and those who’ve never seen a Sunrise.

Group one thrives on networking events–the earlier the better. Why? I’ve been to lots of networking events, and they’re all the same: meet, greet, elevator pitch, business card exchange. He who leaves with the biggest card deck wins. So what’s so special about socializing at daybreak?

Better question: Are networking events worth it? Have introductions you’ve leveraged or sales you’ve made from networking (assuming you’ve made any) worth the gasoline and time drain–regardless of time of day? And if everyone shows up looking for the best watering hole, are there any fish in the pond?

Here’s the interesting thing. After 20+ years of giving networking a chance, I still don’t know that answer.

But here’s what I do know:

a. True networkers (the ones you see at every venue) are the most plugged-in, fun people I know. They know E-V-E-R-Y-T-H-I-N-G and everybody.

b. They believe in “woo-woo” principles like “pay it forward” and “give to get.” They’re always first to introduce you to someone they know that you don’t. (Face it; if you met a big bore who tried to hard sell you, you’d dodge him like instant coffee, am I right? And wadyaknow, they’re ones who never show up again…sort of the networking equivalent of the Darwin Awards.)

c. True networkers are curious. They want to know all about you, what you do, who you know (and not just where you went to high school). I once had an HR consultant advise me that I should only hire people who are curious because they make better, more invested employees. They see things that others don’t because they’re paying attention…they’re listening!

Are networking events worth it?

In my opinion, they have a place in the business promotion mix. We still live in a social society and eyeball-to-eyeball meetings still build relationships better than impersonal emails. Networking alone won’t pay the bills. But absence sends a loud and clear message: You’re not part of the inner circle.

I set high standards for my company’s networking activities. Here are a few:

1. It’s in my Marketing Manager Golda Cohen’s job description to go to one networking event each week. Fortunately, Golda loves to schmooze.

2. We focus on events that are attended by business owners with employees and “road warrior” sales reps, rather than multi-level marketers. Nothing against MLMs, but they’re not our customers.

3. Events must take 2 hours or less, including drive time.

4. You must meet and collect cards from at least 10-20 people that you don’t already know. (I’m not sure I could do this, but Golda manages it…ask her if you want to know how.) There is, of course, a follow-up database component to this rule. It’s the answer to, “What do I do with all these business cards I’m collecting?” I’ll cover that answer in my next newsletter.

5. Only attend events with or sponsored by Big Mouths (refer to a-c above). My 3 favorite big mouths in St. Louis are: Karen Hoffman, Darlene Willman and Joe High. You’d kill for a peek into one of their databases. Each of these curious, generous big mouths (I say that with admiration) has a big networking event coming up. You should go. You must see professional networking in action. It’s inspiring.

If you’re curious, believe in “give to get” and want a networking buddy, invite me along. Just make sure the thing starts after 9am.

Lori Feldman is The Database Diva, www.TheDatabaseDiva.com. She helps business owners and sales professionals squeeze every drop of profits from customers they already have using proven database marketing principles. She is a recipient of the prestigious Direct Marketer of the Year Award from the Direct Marketing Assn. of St. Louis. Lori is a nationally recognized speaker on database marketing, mailing lists, CRM and drip marketing.

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