HeatherO

Business Networking: The Old Ways vs. New Ways

HeatherO on 03 11, 2009

I have recently pondered and discussed the whole “Business Networking scene” as it relates to “old ways” vs. “new ways”. Traditionally The Local Chamber of Commerce was the primary (in some cases the only) way to “network” in an organized business to business environment. In most places you also had “BNI” or Business Networking International groups. Only one person was allowed per profession, and you were “required” to send referrals to other members of the group. Now, there seems to be a “meetup” group for everything imaginable. That tells me two things: 1. people are craving a “tribe” to belong to (to use Seth Godin’s word!). They want to connect with like-minded people. 2. the existing “groups” aren’t meeting the need. Number two could be because every group on the planet (seems like) already has a “juice rep, real estate agent, mortgage broker, etc”, and/or it could be that many people do participate in these groups, but there is “something missing”. In many ways I see a parallel to the changes that we are seeing in the world as a whole, at least in terms of business, marketing and networking. The “old way” was push push push. Build your list, spam everyone who has trusted you with their email address, and drive people to your website that says “buy now!” The same thing happens at many “Business Networking” events. “Hi, nice to meet you. Here is my business card. Give me your business and your referrals.” This is the way it has “always been done”, and most folks have just adapted to this as the accepted culture or “standard practice”. The problem is, if I show up a breakfast and hear your “elevator speech”, I may know what you do (or not because most people give too many choices!)and what you “want from me” (this type of referral), but I have no idea whether I even like you yet! In many cases, I won’t get to know you even after many of these, because it’s all about “what you do” at these things, not “who you are”. The “new way” of marketing and networking, actually work in tandem. “Social Networking” is all the buzz! Many business people are still unsure of what it means, how to use it, and whether they should. I can tell you this: the consumer is! It has become “the new way” for one very strong reason… they hated the old way! Period. They hated (and still do) being spammed. Just because they signed up for your free download, did not mean that they “gave you the right” to push whatever YOU wanted them to see on them and their inbox. Knowing that you sell widgets for X price did them no good unless they knew that they wanted a widget and why. In many cases, there are “zillions” of people offering services and products via the internet. They want someone (YOU) to give them a “reason” to choose YOU. In most cases it isn’t “price” that decides, it’s a “connection”. They are desperately searching for something to make their choice easy. One that will stand out from the crowd of choices. That could be that you are really smart, caring, funny, like dogs, went to the same college, etc. You get the idea. We love Inside919.com (as others love their insideareacode.com) because it is a place where we as business owners can get to know each other without being “fire-hosed” with business cards, elevator speeches, brochures or spam. We can read about each other, and get to know each others interests, business, hobbies, etc. We can then meet at functions with no need for an “ice breaker” because we already feel like we know each other. If we like each other, we will look for ways to do business together, or support each other, or to send referrals (without being obligated to!) The consumer loves blogs because it gives them the opportunity to decide whether they like you, whether what you say is relevant to them, and they get to choose to receive more of what you say via an RSS feed, or by coming back (at their own time, on their own terms!) The consumer likes Linkedin because is gives them some confidence that you are “credible” by enabling them to “check out your professional profile”. The consumer loves facebook because most people are still “using it for personal use”. This means they get to see the “real you”. They can get to know you, see what you like, what you like to do, etc. Again, it helps them to make a connection with you. Some in business are beginning to fake it on facebook, by trying to just get business without adding value. That will not only not work, but will backfire completely and create resentment instead (because you don’t “treat friends that way!”). The consumer is rapidly LOVING twitter because they can get to know you, what your interests are, and how you interact with others (not just friends, not just clients, not just peers, etc). Not only can prospective client find out more about you here, but twitter actually pulls new ones to you too. In fact, twitter will pull more people to you than you can imagine. Without looking for you, people all over the world, from every social, economic or other status can just “get to know you” and then decide if they have a need for what you offer. How this is impacting, and will impact the Chambers and other groups remains to be seen. My guess is that they will have to adapt quickly! These groups are often expensive, and some don’t really offer their members anything more than a few monthly opportunities to get “face time” with other local business owners. We can now get that in many other ways, and places for free. Many of these groups have great people, good intentions and even have staffs that work really hard. But their “cheese is moving”, and just like they rest of us, they will have to decide whether they are willing to move too. IMHO(In my humble opinion)…