Guest Opinion: Enough with the business card shuffle
November 20, 2009 by Deanna Lorianni
The views expressed in Guest Opinions are those of the author and do not represent BizSense or BizSense reporters.
Say the term “networking,” and most people immediately think of rotating business cards, elevator speeches and small talk about the weather.
At our startup, business networking requires me to get out of the office and in front of other folks, preferably those who will pass business my way. And after a meeting (and my 30-second spiel), stacks of business cards are stowed away, their contact information gathered and organized, and depending on the contact — or the lead — I may or may not ever talk to that individual again.
But what happens when I am looking for more than a referral? When I have a desire to engage with fellow entrepreneurs who — like me — are putting their lives on the line to grow a company from scratch, and instead of discussing what lead I have for them, we challenge each other with discussions on strategy, the economy, Richmond?
The typical networking groups don’t cut it. And I’m not alone in my thinking.
Recently I’ve had conversations with other entrepreneurs who say referral-based networking isn’t where it’s at. While we are all out to ensure we gain new business (how else would our companies succeed?), we are focusing beyond how many referrals are passed our way. I think we seek a community where we can learn and grow as entrepreneurs, not just businesses.
I recently sat down with Whitney Forstner, co-owner of Momentum Resources. This topic came up and she mentioned her own frustrations. For Forstner, traditional networking events don’t feel authentic, as referrals are passed around for referrals’ sake, rather than making meaningful connections. Instead she wants to find like-minded professionals who focus on personal connections. By making this her priority, she believes benefits for her business will follow.
About the same time, the conversation came up with John O’Neill, founder of socially conscious design firm Thinkhaus. O’Neill said the self-serving environment of typical networking doesn’t foster the next level of genuine entrepreneurial growth, nor the community. He had yet to find a group where he felt this sort of “networking” exists.
As a business owner, I feel I have a wealth of invaluable information at my fingertips. Because I’m weathering various life stages of business (as well as market cycles), I have opinions on what works and what doesn’t, perspectives on growth and strategic planning, horror stories, success stories and everything in between. When I tap into and share my personal experiences with other entrepreneurs, I am enabling other business owners to better know who I am as a person, and thereby what I bring to my company. I’m also learning new methods for growing the best company I can, which is something the typical focus on referrals will never give me.
While gaining new business is always a priority, some of the best “networking” relationships I’ve formed are those where we don’t even focus on referrals at all. Instead, we are involving each other in our lives and encouraging the entrepreneur.
So I believe there are two paths of networking evolving: one that is focused on gaining referrals for the business, and another with like-minded business owners focusing on strengthening the entrepreneur. I’ve yet to see the latter group exist. And I know I’m ready for it, my business partner is ready for it, and many other Richmond-area entrepreneurs are ready, too.
When’s the first meeting?
Deanna Lorianni co-founded the writing/editing firm Zuula Consulting.
I agree completely. I attended one “speed networking” session and I knew that wasn’t the answer. I’m really over the whole ‘what do you do” followed by “here’s my card, call me if you have clients that need me” speech. I want to build deeper relationships, not rack up a stack of business cards that I know I’ll never even read.
Deanna-
I am glad you brought up this point. I understand the frustration of knowing that I need to network to build my business but also being tied into the day to day functions of operating so I can maintain proper cash flow. Basically it comes down to prioritizing time. There are some excellent organizations out there that provide opportunities in an organized format for entrepreneurs and business owners.
As an entrepreneur who has run a company in the Richmond area for the past 6 years as well as published a book on the subject, I have seen a distinct lack of real actionable information exchange between real life entrepreneurs. I am interested in a group of entrepreneurs that get together to discuss real life issues about running your business. I am going to host a meeting in the first week December to discuss these issues. Anyone who is interested in attending attending or learning more should send an email to Chris@capitaltechsearch.com
We’d like to talk to the author or other like-minded individuals about how we might make this kind of networking happen.
Great article, but I would add one thing: “When’s the first meeting?” It’s when you have established a solid business relqationship with your strategic partner or partners. When you meet and discuss how you can help each other’s CLIENTS instead of just providing referrals to one another. When you can see how your strategic relationship will help cement your relationships with your customers by adding value bevond just what you do. This takes time and effort. You may have 1000 business cards, but if you have 3 strategic partners, and you really take the relatioships seriously, I have found you will generate much more business.
Now networking groups do have their purpose. That is, to meet your future strategic partners. Some groups are very successful for a few of their members, simply because those members have built those key relationships. The rest of the group is usually composed of marginal players who contribute relatively little and get back the same.
Deanna is right: the structured groups feel forced and artificial. Natural networking based on relationships works.
I’m in; just let me know when and where.
I couldn’t agree more with Deanna! I feel that some groups (I won’t name names) put the interests of the networking group (as a business) before the interests of their clients and contacts. I won’t sacrifice my business philosophy to conform with any group “rules”. We need change to the status quot – I’m ready too!
You might want to try the Venture Forum or Greater Richmond Technology Council events. I have found their events ripe for good leads and interesting conversation.
What they want does exist, it’s called rotary. More focus on the community and the person rather than business, it is the definition of rotary. I challenge the author to come to a meeting of the BNI All Stars and see if it is a relationship based group or not. I have been a member of this particular BNI group for almost 5 years, and it has been by far the best thing I ever did. While I am not an entrepreneur, there are many in the group that will testify to the fact that BNI has been the best business investment they made. Some networking groups are exactly like the author described, but not all. Some really do accomplish what they set out to do.
Deanna,
Thank you for your column. I would encourage you to explore the Virginia Council of CEOs. The group has developed a very strong reputation over the last decade for putting education above networking. More than 100 CEOs participate in roundtables in which sharing challenges and solutions is the norm. I think you might find the organization very useful.
From my experiences, the best networking groups are groups that aren’t necessarily built for networking. Finding an organization that is active in helping the community through charitable work is the best way to meet people and build friendships and partnerships that can often result in opportunities for business and real referrals. The key is to get involved in a particlar group or charity because you are actually interested in the mission or objective of the group. Getting involved in anything only for the referrals or “networking” will lead to minimal results. By getting into something that really interests you, you will more than likely find that other people in the group have similar interests allowing conversations to flow more freely (eliminating the weather related small talk) and produce more true friendships and connections. I think just about any client/customer would much rather do business with a person they know has similar interests and passions.
Hi Deanna, You made a great point about what is not working with traditional networking events. I wanted to share with you a new program that the Greater Richmond Chamber has just launched. Each week, Connect 4 Lunch gives you an opportunity over lunch to let three other Chamber members get to know you and your business. And the cost – after your free intro period? Just barely more than what you’d leave for a tip (you pay for your meal). For more information visit http://www.connect4lunch.com/. There are tabs on that site that offer more information on how the program works, details on the free trial, etc. There are testimonials, too. After reading your story, I immediately thought this program might work for you. It’s a small intimate setting of like-minded entrepreneurs and business professionals trying to do exactly what you described. Give it a shot…I hope you get great results.
Deanna,
Interesting idea. It sounds like what you’re proposing is a Virginia Council of CEOs (www.vaceos,org) for entrepreneurs. Basically, an organization with peer advisory groups and learning events.
In my experience, business owners have different needs and a different mindset than salespeople, even if they are both concerned with growing the business. Most networking functions are dominated by salespeople which is why you might be feeling a disconnect.
If you are serious about launching such an organization, let me know how I can help.
I knew there were others out there who felt similarly, and I appreciate your feedback! All who are interested in exploring these thoughts in more detail, please email connect@zuulaconsulting.com. We look forward to talking with you and engaging in the next step!
I might suggest you investigate WHIMBY, a “real” networking group that embodies most of what you articulated in this article.
You can start by Googling WHIMBY Business Networking in Va. to see more.
The group name is an acronym for W(hats)H(appening)I(n)M(y)B(ackyard) and meets on the third Thursday of each month from 5:30pm to 7pm..
After your investigating is complete let me know if you would like to get a firsthand exposure to a more practical, and in my opinion, a more productive approach to networking.
I believe the more traditional card exchanging type of networking is already being replaced by something else – interactive social media on the internet in the form of Facebook, blogs, and Twitter. Your idea could be realized on a local or national listserv where participants can share and discuss ideas without having the inconvenience of meeting in person over breakfast or lunch to exchange cards.
I also agree with the previous comments about the advantages of the wonderful charitable organizations like Rotary, Lions Club, Toastmasters, etc., where participants can meet like-minded socially conscious individuals instead of organizations devoted to networking.
Deanna- Thank you so much for putting into words what I have been frustrated with for years when it came to true networking. When I lived in Northern Virginia, I was able to create and joint small entrepreneurial groups more on an informal basis and it was through these meeting and relationships where I received invaluable advice about running a business.
When I moved to Richmond, I struggled to find similar opportunities and I found the traditional networking events to be exactly as you described. It is great to see that there are many others in the area who share your sentiments and I am hoping your article brings enough mind share together in Richmond to take it to the next step. I look forward to hearing more and contributing if I can.
For independent public relations practitioners a group like this already exists. It’s the PRSA Richmond Independent Practitioners Alliance.
IPA provides resources and a virtual gathering place for independent practitioners and small firms, whether they work alone or in teams, from home, small or shared offices. The Alliance enables independent practitioners to network and share information with, and seek advice from, other PRSA members who share their entrepreneurial interests.
IPA’s purpose is to strengthen the independent sector in the Richmond PR community, advocate for independents within our local PRSA chapter, advance their business opportunities and create tailored professional development opportunities.
IPA resources include an active e-group, news items and professional development; a forum to facilitate new business, mentoring, marketing, teaming and information sharing; national teleseminars; and place where independents and small firms can network.
In addition to the IPA, I have found that it’s good to meet regularly with people who know you well. I just picked up a major client from England because a church friend knew what I did, learned of an opportunity, and felt comfortable enough with me to make the introduction.
On December 9, from 8:00 to 9:00 a.m., CEO David Ingram, my business partner Meghan Codd and I are co-hosting an open forum for business owners where we’ll hear from you on what you need for entrepreneurial success. At this forum, we’ll encourage you to address two components: What are the top 3 things you need for your company, and what are your top 3 ideas for solving these problems. The focus is on business growth, not referrals. If you’re interested to engage in this discussion and to receive more details, please RSVP to chris@capitaltechsearch.com. We look forward to seeing you there!
[...] our article “Enough with the Business Card Shuffle” was published on Richmond BizSense and discusses how “traditional networking” [...]
Holy mackerel, that has got to be the most discussion on any of RichmondBizSense’s opinion articles! Deanna, you’ve certainly struck a nerve in the business community.
I’m amazed that no one has mentioned Business Leaders Roundtable (http://www.grcc.com/View/Page/programs_blr). It is a program of the Greater Richmond Chamber’s and it’s pretty much exactly what you described. A forum for a group of business leaders to work together to help each other out with the small and monumental problems they face in running a business. I’ve been in it for 4 years and you couldn’t drag me away. As of right now you do not have to be a Chamber member to participate. For everyone that’s responded with a “me too”, it’s a must-check-out!
In terms of networking events not cutting it, I’m going to jump in here on defense. (As you might expect since I represent a “speed networking” product company.) Too often there is way too high of an expectation for networking events. I blame symantics. True networking has absolutely nothing to do with any particular event or organization you’re a part of. Networking is the nose-to-the-grindstone work you put in by establishing partnerships and business friends, helping them out, and constantly staying vigilant in strengthening and helping those alliances. (As others like D. Stoyanoff have said in previous posts.)
“Networking” events don’t and can’t do that for you. Their sole purpose is to introduce you to new people so that you might find a few more candidates with which you can work on your TRUE networking – after you go home. I’ve heard people pooh-pooh speed networking in the past with the basic complaint of “how can you possibly form a relationship in 2 minutes”. Well of course you can’t. There are no events period that afford you enough time to form a true networking relationship (with the possible exception of a 20-hour flight to another hemisphere). Even joining a group that has weekly or monthly events won’t do it for you. You still have to put in the time and effort to make those relationships work. (Now it doesn’t have to be a ton of time, there are definitely things you can do to “work smart” in that arena, but it does require at least some level of effort.)
A few books that have great material on this subject: Never Eat Alone and the E-Myth Revisited.
Deanna,
I loved what you had to say… I agree It’s hard to find a place where you can: Engage fellow entrepreneurs, Learn and grow, Share your experiences & be encouraged with like-minded business owners focusing on strengthening the entrepreneur.
That’s why we have been, for 2 years doing weekly FREE talks (the only cost is lunch at $13) at various locations. We do these every Wednesday at 11:30 at the Richmond Country Club. We have on average 25 people.
Our goal is to give Entrepreneurs (business owners) a place to discuss their challenges and get real world, practical advice that you don’t get in school and it doesn’t cost you a fortune. Feel free to visit http://www.businessownersinstitute.biz/ for a list of our topics. Again I loved what you had to say.
Happy Holidays to all,
I have had the pleasure of attending networking groups and functions for the past 13 months. The format and faces of those attending rarely change but there is 1 constant, Learning.
If you don’t learn something about business or how to meet people, you are probably in the wrong place. Chamber of Commerce events, Jim Roman’s business lunch talk and workshops specific to my industry continue to be the best source of personal growth. I just attended my first 4 for lunch event setup by the Richmond Chamber of Commerce, it was awesome.
Here is my networking 2.5 cent:
Try to connect with 1-3 people at any event using F.O.R.M (Family, Occupation, Recreation and Motivation) The more you can relate to them, The more they may be willing to help you.
Listen to the positive power of Joel Osteen, Jim Rohn, Dr. Joyce Meyers and more at http://www.danieldevelopmentgroup.com.
Dr. Phil
I so agree with your article and so many of the comments in the stream of thoughts. I’m from So Cal and it’s the same in every community. In the ‘networking’ goal, sometimes the people side of the customer is forgotten for just a ’sale’. What a turn off. The F.O.R.M. is truly the best way to do business. If we can’t relate to each other than it’s not going to last too long. I want my customers to be more than someone who just takes my notary classes. I want a relationship that will continue and be mutually beneficial for a long long time. We have a new network lunch program here for small lunch groups called Let’s Do Lunch AV. It’s not tied to a Chamber or any specific group, but is valley wide to get mixin’ and mingling on a smaller scale of 4-5 people with more than a 30 second commercial. We’ll see how it grows.
What a great article, Deanna! I hope to see you at one of Jim Roman’s Business Owner’s Institute lunch workshops. It really is that next step you and so many others are seeking. His multifaceted approach is particularly effective, no matter what your learning style. It includes: (1) A short email a few days in advance to spur your thinking, (2) a refreshingly honest talk, based on years of experience (covering the good and bad), (3) the perspectives of a wide range of fellow entrepreneurs who freely share their insights and experiences (what worked and what didn’t), and (4) an opportunity to mingle one-on-one with other entrepreneurs (and do some traditional networking, if you are so inclined).
It happens every Wed. from 11:30-1 for anyone who wants to trek out to the Richmond Country Club and pay for lunch. I can’t believe how much insight it has provided in the few months I’ve been attending.
Yes, I think I am among the many business owners who have come to similar conclusions. The generic business networking event just doesn’t cut it for me any more — if it ever did. I’ve learned the best networking you can do is for the benefit of your few, truly connected strategic partners. In other words, when you network, your priority is finding referral business for them, not yourself. Besides, it’s more fun that way. In fact, bring them along!
I’ve attended Jim Roman’s free Small Business Insight luncheons, and they work on a few levels:
First, you can invite your referral partners, prospects and friends to join you, and it feels more productive and inspiring than just another business lunch. It’s also a chance to share your experiences, help others and get some good ideas from the other businesses attending.
The lunches are a productive break, and motivate you to implement new ideas, not just sit through another luncheon seminar.
Thank you for posting this excellent Guest Opinion Deanna. I believe you are absolutely right in there being several paths of networking developing – and it is not possible to find one group that fulfills both areas of business development and entrepreneur development.
I know exactly where you are coming from, as I’ve had the opportunity to start more than a dozen companies over the past 20 years and I have yet to find a group that truly fills both needs at the level of excellence that I would like. So I treat my business support resources like a team of medical professionals – I seek specialists.
Unfortunately most people see networking as ’selling’ – and real networking is about ‘connecting’ – so as long as I am focused on that connection, I believe you are always networking. In addition to this philosophy, my specialist in networking with the intent of growing my business through referrals is BNI (who’s model is based on the idea of Givers Gain & the most successful networkers truly live by this belief). I’m an active participant in a small business mastermind group (A BLR group through the Richmond Chamber – which I believe is the most valuable program the Chamber offers for small businesses). I have been a very active Rotarian for a number of years, where I get my expertise in community service (Rotary’s motto is ‘Service Above Self’). I have a business coach who is an expert in my business and coaches several of my peers around the world. I have also created a local advisory board and I have a number of personal and professional mentors who have had the kinds of success that I aspire to.
I’ve also met with Dave Ingram to see how I may be of service in developing a group of seasoned business advisors that may kick the entrepreneur development up a notch – email him at Chris@capitaltechsearch.com to learn more.
Like you and many other entrepreneurs like us, I have found that no one group can be a specialist in all of the areas critical to my success – so I seek the best expertise in each area. I’m sure most people would agree, when my business (or life) is on the line, I want only the best working with me.
[...] of delivering elevator speeches to build a network of referrals. A recent opinion piece from BizSense examines the shortfalls of this model, and calls for a new sense of community among business [...]
[...] of delivering elevator speeches to build a network of referrals. A recent opinion piece from BizSense examines the shortfalls of this model, and calls for a new sense of community among business [...]
[...] of delivering elevator speeches to build a network of referrals. A recent opinion piece from BizSense examines the shortfalls of this model, and calls for a new sense of community among business [...]
sounds like there is plenty of interest, research, talent, and suggestions here among all of the responses offered. I submit The first meeting is as soon as you START YOUR OWN. What’s stopping you?