How Important is it to Attend Networking Events in This Internet Age?

By Bruce Newman Mid-Atlantic Bureau Chief (New York, New Jersey, Pennsylvania, Delaware, Maryland, Washington DC, Virginia, West Virginia)

I posed this question to subscribers of LinkedIn, my personal network, the companies and consultants at The Productivity Institute, and the subscribers of The National Networker and received many responses.

I also asked a friend of mine who is a very successful technical sales person. After asking the question, he looked at me with amazement in his eyes and exclaimed, “Of course you attend events and meet with a client or prospect. It’s the only way to gauge people and gain an understanding of their needs and motivations (and vice versa). Furthermore, you learn many things from them. For example, I found out about a golf game that I was able to join and interact with a very hard to reach executive”.

The responses I received to this question all agreed with this view; that even in our highly competitive and time-challenged workplace, it is still critical to attend events and meet with people. That despite the huge strides forward in technology, nothing replaces good eye contact and a warm handshake. One respondent stated that instead of meeting other people, we are desensitizing ourselves by being on the Internet and constantly creating text messages and emails. She felt that this enables us to maintain relationships but not create new ones or allow existing relationships to progress. Many respondents stated that attending events allowed them to meet new people and renew existing relationships, helping to ensure that their name and company name remain in the forefront.

However, there were caveats. Several people noted the increased number of networking opportunities that are currently available and the importance of being selective concerning which events or meetings to attend. Interestingly, many of them found the events to be unproductive, yet they still attend them.

Attending events is easy. Anyone can go to some event, pay their money (if necessary) and Poof!, they’re an attendee. That’s the easy part and where most people stop. Working an event is hard. Leo Goetz, who I interviewed for a prior article describes the need to actively work an event as being essential for success. He considers the trading of business cards as being passive and usually unproductive if that is the sole measure of the interaction.

What is needed is to realize that networking is an ongoing process that stretches from the initial contact stage through the development of a relationship. Creating a networking plan – complete with goals – in conjunction with a clear understanding of the purpose of an event is required for consistent success. Conversely, attending events unrelated to your area of interest or your goals helps explain why so many respondents cautioned against attending events just for the sake of attending events - and their frequent disappointment. Hope, at any time is important but rarely sufficient – and certainly not a reason to attend or keep on attending unrelated events. A networking plan also includes a rapid follow-up with almost every contact you make at an event since learning more about them and what they do helps build a relationship from which both parties can profit.

I have attended numerous events where I have told an individual or some company that I am interested in their product or service. And yet, more often than not they don’t contact me. Here’s a potential sale before them and they don’t act on it. Why attend or exhibit at an event if you’re not prepared and don’t take the necessary action?

Unfortunately, this passivity is all too common. An expert consultant hangs out a shingle and expects the world to come to him (or her). A company produces a great product but has no resources for marketing, blindly expecting a few announcements to produce enormous results. These actions represent hope – that’s important, but insufficient and unrealistic.

So, is attending events important? The almost unanimous answer appears to be, yes. The insightful answer is also yes, but only with a clear purpose and plan that allows an individual to focus on relevant and effective events while adhering to their plan's goals and actions. All of which explains the success of careful, active networkers and my friend, the technical salesperson.

Bruce Newman is a consulting guru and the Vice President at The Productivity Institute, LLC (http://www.prodinst.com/) which provides prodinst by matching the specific software products and services needs of companies to rated outstanding consultants who can meet those needs. Any company that wishes to improve their productivity can sign up for this free service and be contacted by up to five rated outstanding consultants.
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Posted to THE NATIONAL NETWORKER. To subscribe for your free newletter, go to http://www.thenationalnetworker.com/. For the complete National Networker Relationship Capital Toolkit and a free RSS feed, go to: http://thenationalnetworkerweblog.blogspot.com/.

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How Important is it to Attend Networking Events in This Internet Age?

A NAWBO Chapter That Excels

By Bruce Newman

Mid-Atlantic Bureau Chief
(New York, New Jersey, Pennsylvania, Delaware, Maryland, Washington DC, West Virginia, Virginia)

Events: Comments?

In last month’s article, I presented a networking group with chapters in several states that schedules many events for its members. It raised an interesting question, Given today’s the rapidly increasing networking online opportunities, how important is it to attend events? Please feel free to respond to this question on my blog at prodinst.blogspot.com. I will provide a summary based on the feedback I receive in next month’s article.

This month’s article: A NAWBO chapter that excels.

This month, I caught up with Jane Barr Pino, Executive Director of The National Association of Women Business Owners (NAWBO), Philadelphia Chapter and Kayte Connelly, a relatively new NAWBO member and the person who referred me to Jane. Jane discussed NAWBO with me and elaborated on several key NAWBO functions in the Philadelphia chapter. Her knowledgeable input formed the first part of this article. After speaking with Jane, I decided to also include Kayte’s perspective and enthusiasm towards NAWBO since she has been a member for less than two years. Kayte’s input constitutes the second part of this article.

Part 1 – Jane Barr Pino

What is NAWBO?

NAWBO is the National Association of Women Business Owners. Incorporated in 1975, NAWBO has grown to over 9,000 members and 80 chapters across the United States.

How long have you been involved with NAWBO?

I have been NAWBO’s Executive Director since 2001. I am currently the Executive Director or Administrator of thirteen associations and professional groups in the Philadelphia area. But NAWBO is the only group of which I’m a member.

How has your NAWBO chapter changed since you have been a member?

It has grown more than twofold and now has over 200 members and has become one of the most active and visible chapters in the country. I really enjoy working with the board members – they are great people and terrific worker bees.

What makes NAWBO, Philadelphia unique?

Unlike the many organizations out there serving professional business women, NAWBO is focused on supporting women entrepreneurs. The number of women starting their own businesses is increasing. NAWBO tailors its programs and member benefits specifically to the needs of these women.

You speak very highly of the board. What is its role?

The board consists of the officers and committee chairs. It sets the tone for the whole organization including the direction, goals, what they want to sponsor and strategic planning.

There are several committees including: membership, technology, public relations, public policy, programs, education and marketing. We’re currently working at obtaining 501C3 (charitable foundation) status to be able to extend our educational services and receive funding from corporate sponsors who give to 501C3’s. Many corporations only sponsor charitable organizations. Becoming a 501C3 organization will open up a new pool of potential sponsors and enable us to expand the educational programs we offer our members. We will also receive tax exemption benefits and lower postal rates.

What educational services do you offer?

We try to provide as much educational services as possible. In addition to our regular educational programs that range from topics on marketing on a shoestring or technology issues and trends to valuing your business or obtained particular business certifications, we offer a unique service called our CEO Roundtables. These roundtables are one of our most popular offerings. They provide an opportunity for women business owners to share their concerns and tap into the knowledge, experience and objective viewpoints of other business owners.

They are led by a professional facilitator and are limited to eight members per group. There are groups for new businesses, ones based on specific revenue classes and one for family-owned businesses. We have offered our CEO Roundtables for years and have women that continue to participate in them year after year.

We also have our ATHENAPowerLink program that is a joint venture with between the Philadelphia, South Jersey and Delaware NAWBO chapters. The ATHENAPowerLink program “links” selected women business owners with a panel of advisors recruited to meet the specific needs of her business. The panel helps the woman develop and expand profitability, explore new opportunities, gain access to capital and implement best practices. There is an in-depth submission process to be selected for this program.

What events do you offer your members?

Every month, we offer either networking or education seminars. They are well attended. We also have free networking meetings on the first Friday of every month that cover all the counties in our area. These are excellent opportunities to network and also share best practices for running a successful business.

This October, we will have our regularly scheduled Technology program in which we expect 30 – 40 attendees.

Last May, we had a terrific leadership conference. Our honored guests included: the president of Southwest Airlines, the founder and president of Build a Bear Workshop and the president of Acme Markets (all women). They discussed leadership qualities with real-world examples (through first person story telling) in this day long and well attended conference.

It is this type of conference that helps make our organization special.

What special events do you do?

We offer our BizOps procurement fair every other year. Our next one will be in April. The event is focused on women and minority businesses and how supplier diversity can help their businesses.

And our Leadership Conference, mentioned above, is the other special event we offer every other year.

Is there something else that makes your organization special?

I would say the strong relationships and trust between our members. Women like to do business with other women. And, our members make it a point to work with other NAWBO members whenever possible. They reach out to each other in their time of need and it is for this reason that 75 of our long term members pre-date my arrival in 2000.

Part 2 – Kayte Connelly

Why NAWBO? What programs have you participated in?

I became a member of NAWBO April, 2007. I was just rolling out my business and it made sense for me to join this organization compared to others in the Greater Philadelphia Region. Although there were more than 45 women's groups, each with their own specific mission, requirements, affiliations, etc., I selected this chapter because of what it had to offer.

In NAWBO - which is designed by and for women business owners, there were classes, some similar networking opportunities but only NAWBO provided the opportunity to participate in CEO roundtables with similar businesses. For six months, small groups of WBO under 3 years old or with gross revenues under $100,000, or family owned businesses or corporations with over $1 million in revenues are given an opportunity to meet with like-minded members and explore issues that are of significance to them and with an executive coach to help steer them.

In addition, our chapter has an Athena Program, which provides WBO with their own board of directors to support and direct their business growth.

We also have regularly scheduled satellite meetings that are free and open to all members and potential members.

I joined the Public Policy Committee and support distribution and advocacy on legislative issues that have a bearing on Women Business Owners. That committee is represented on the National Public Policy Committee and our committee interchanges our representation.

This year, that committee explored the possibility of expanding our services through the initiation and development of a charitable arm, the NAWBO Greater Philadelphia Foundation for Women Entrepreneurs, which is expected to be fully functional by the end of the year. A task force was developed to study NAWBO Chapters across the country to determine which programs worked and which did not.

One outcome was the mentoring program. Recognizing that 50% of businesses go out of business within one year and that 95% fail within their first five years, NAWBO Philadelphia wanted to do more. The SISTORS -

Sisterly
Introduction to
Supporting your efforts
Towards
Obtaining
Riches
Successfully -
program will pair an incoming member with a more experienced member to show them the ropes who acts as a mentor. This is yet another way that this group of women reaches out and makes a difference in the business climate in our region.

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NAWBO can be found at: www.nawbo.org . The Philadelphia branch of NAWBO can be found at: www.nawbophila.org .

Jane Barr Pino: Jane Barr Pino & Associates (www.janebarrpino.com) assists associations, foundations and membership organizations with a variety of administrative and project management services enabling them to focus on the mission of their work while she and her team facilitate efficient back office management. In the ultimate show of confidence, Jane is honored to serve as a trusted member of the executive team of three of her client organizations. She can be reached at jane@barrpino.com or 215-628-9844.

Kayte Connelly: Kayte Connelly CCP is the President of Best Principled Solutions LLC (www.bestprincipledsolutions.com) located near Philadelphia PA. A leadership coach and organizational development consultant, she is a certified ChangeWorks Practitioner and approved Standards for Excellence for Nonprofits Consultant, she provides a variety of services focused on bringing control into your personal and professional goals. Kayte can be reached at: kayte@bestprincipledsolutions.com or 484-769-2327.

Any networking group or organization that has a special meeting or conference they wish to announce, relevant articles or topics they wish to discuss, or would like to be featured by me (if possible), please email me at: bnewman@prodinst.com .

Bruce Newman is the Vice President at The Productivity Institute, LLC (http://www.prodinst.com) which provides prodinst by matching the specific software products and services needs of companies to rated outstanding consultants who can meet those needs. Any company that wishes to improve their productivity can sign up for this free service and be contacted by up to five rated outstanding consultants.

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Posted to THE NATIONAL NETWORKER. To subscribe for your free newletter, go to www.TheNationalNetworker.com. For the complete National Networker Relationship Capital Toolkit and a free RSS feed, go to: http://thenationalnetworkerweblog.blogspot.com.
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A NAWBO Chapter That Excels

Leonard Getz, Network Kahuna

By Bruce Newman

Mid-Atlantic Bureau Chief
(New York, New Jersey, Pennsylvania, Delaware, Maryland, Washington DC, West Virginia, Virginia)

You rarely find an individual as committed and engaging as Leonard "Leo" Getz, a wildly passionate networker. In a recent and extremely interesting telephone interview, Leo discussed networking and how everyone should be able to benefit from it. Leo, an expert networker, produced a large networking event, Big Business Expo, in Staten Island on September 23^rd.

Are you a network kahuna?

Actually, this isn’t the title I would have chosen for myself. A client gave it to me and it stuck. Calling myself a grassroots networker is probably more accurate.

What is a grassroots networker?

A grassroots networker is a person who is involved with the building of relationships. I’m a conduit - bringing people together who each have something of quality to offer.

This networking experience is a co-operative; it requires both parties to make it happen. It’s not passive, but assertive. I’m the middle person, the mediator, who provides connectivity – “let’s look for a REAL fit” or more succinctly, “what can we build together”?

Too often, networking events – and I have attended hundreds of them in the past few years, are about trying to make the sale, giving away business cards or even just eating lunch. Many of them aren’t really about developing relationships which should be their emphasis. Instead, it’s usually just giving your card to another person and (maybe) following up and calling them the next day, which amazingly, many people fail to do.

On that basis, you would expect most tradeshow experiences to be negative. Do you agree?

I have received many phone calls from businesses and show attendees who have complained about the time, cost and lack of response they received. Often, this is because all they did was “take”. Developing a relationship, understanding the quality of the offering and what is needed is essential for a long term business relationship. There is little relationship-building between any two parties if they don’t bother to understand each other.

Trade shows should not be about hope. They should be about expanding your alliances and the opportunity to showcase. If I go to a trade show thinking, “I hope someone buys my product”, it’s doubtful I’ll be successful.

Remember, everyone who attends an event needs something. Otherwise, they wouldn’t be there. Find out what it is. Even if you can’t supply it, perhaps you can direct them to someone who can. This might even become the starting basis of a relationship.

So, why are you doing an event? How will it differ from most events?

This event has been actually my form of showcasing how I would do it differently. It is borne from years of attending mixers and trade shows. People kvetch about how little they have gotten out of an event. Business events are not about sales. They should be about connections, keeping current and “face time”.

My event is not just a networking event. My mission is to be a matchmaker, to introduce people and help them build something from a common ground. I’m tired of people just giving out cards. I want to build an environment where it’s about interacting and learning from each other-- reaching out, that’s what is important. I’m hoping that the attendees don’t have to be driven so much by their sales quotas and deadlines; that’s the kind of pressure that takes away the natural propensity to be REAL with others.

In building a relationship, what should people be asking?

Too often, people approach an event thinking, “what can I get out of this”? If they were thinking more long term and productively, they should be thinking, “what can I do for you”?

People attend events to sell both services and products. What would you say is the most crucial aspect of what they have to sell?

Quality. Show me quality. Get to know what I want and show me the goods. Showcase your quality. Don’t sit on your laurels. Be active and show me why you’re better. Prove that you’re good. Educate me, and we can start to build a relationship. And remember, relationships are organic – they must grow to survive and they must have trust.

Know your product. Know who you are. This event showcase works because it helps you differentiate yourself from everyone else. Both very large and small companies will be at the showcase; they all need the opportunity to show their quality and to educate and develop relationships.

What also helps identify you is your creative process, something that you take pride in. Put that in the forefront whenever you attend an event. People who can do this make the best impression.

What have you learned from all of the events you have attended?

I have learned many different things from every event I have attended. I have met truly amazing people at some the events, people such as Gayle Naftali (of access.office) who will put people at a round table and have them answer questions about what they do without first explaining it – sort of a What’s My Line? in networking. On the downside, I have also learned that people don’t follow up or effectively network. Without these experiences – both good and bad, I couldn’t do what I am doing now.

Do you have any final words my readers can take with them?

Actually, I have two quotes – neither of which is mine (unfortunately).

“Businesses that give are businesses that grow.”

This one is my favorite. “It’s not just who you know, but who knows you” (and what do they know about you).

Leo Getz, is a grassroots networker with many years of networking experience (www.321bizness.com). He can be reached via email at: leo@321bizness.com or by phone at: 718-229-8953.

Next Month: The results of my survey asking how important it is to attend networking events in this highly connected and very social era.

If you have a major networking event you would like to publicize, please contact me via email and I will list it at the end of the upcoming month’s article.

Bruce Newman is a consulting guru and the Vice President at The Productivity Institute, LLC (http://www.prodinst.com) which provides prodinst by matching the specific software products and services needs of companies to rated outstanding consultants who can meet those needs. Any company that wishes to improve their productivity can sign up for this free service and be contacted by up to five rated outstanding consultants.

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Leonard Getz, Network Kahuna

Networking Events: Push, Pull or Repulse?

By Jason Alba
Career Transition Editor

As you network, whether you in a job search or not, do you find you typically:

a. attract people towards you, and get leads, offers and information with little effort, or

b. have to work hard to help people understand what you do and why you could work together, or why they should consider you as some kind of subject matter expert, or

c. have nice first-conversations, but hardly ever get a second or third conversation?

When I speak about personal branding, I talk about the power of a strong personal brand, and how it can create a pull marketing strategy, as opposed to a push marketing strategy. In a pull marketing strategy, people already know what you have to offer, or your value, or somehow relate what they know they want/need with what you offer. They come to you and want to engage, without any further education. Think about the things you "run into the store for" ... things like toilet paper, toothpaste, deodorant, bread, milk... these are things you don't need any education on, you just buy them. This is an example of a pull scenario.

In a push scenario, education is needed. Have you ever gone to a grocery story or super store (Costco or Sam's) and walked by a display table where someone is ready to let you taste a new product? Most of the products I see aren't new (salsa, tacos, some microwaveable thing, etc.), but they are new product lines for a certain brand. The person displaying the product shares all the great things about the product, why you should buy it, the price, and where to find it. You didn't go to the store looking for that product, but hopefully with their information, and a sample of the product, you'll like it and buy it. This is an example of push marketing.

I've seen very successful pull-marketing strategies executed online. In fact, on my JibberJobber blog I have a monthly recognition for people who are touting their personal brand in a way that is or should be successful. These professionals are letting others know about their professional passions, in their profession or industry. They are giving a window into their breadth and depth, and allowing others to determine if they are subject matter experts of thought leaders (or full of hot air). Many of them are building communities, and creating conversation amongst their readers. When they need something, have an announcement, want ideas, they can turn to their community, who already respects them.

I've also seen successful pull-marketing tactics at face-to-face networking events. One of the most important pull-marketing tactics in a face-to-face networking event is simply a smile. Other things, such as a nice handshake, ability to engage in conversation, initiating a conversation, and not looking around the room anxiously to see who else you can talk with (someone more important than me), help in your pull-marketing in a face-to-face event. Don't think you need to be an extrovert in order to successfully network in person. Introverts can do just fine (especially if they don't try and be an extrovert during this time).

While a push-marketing strategy is harder, there are things you can do to make it successful. Make sure you polish your "elevator pitch" or "30 second commercial" or whatever you call it. The more refined your pitch is, and the more you practice it (so it rolls off the tongue naturally), the more you should have people say "really, tell me more about that." Continually hone your elevator pitch, and work on the communication after that "tell me more" question. Stay on-brand... don't wander into stories and areas that won't help your cause, as you might just get a few minutes with someone, and you don't want to waste that time on things that won't help take your relationship to the next level.

Another critical thing to do in a networking opportunity is to ask questions, and then LISTEN. If you ask someone "what do you do?" you need to then listen, and become engaged. Part of this relationship-building process is getting (listening) as much as giving (talking), and if you can't listen you may quickly be branded as the guy/gal who just talks about himself. That's the person who no one wants to network with.

Of course, beware of repulsing others. It may be as simple as a dead handshake, bad breath, continually looking around at others, name dropping, bragging, not knowing when to shut up (or stop talking about YOU YOU YOU), telling inappropriate jokes or stories, hogging someone's entire time, following them around... the list can go on and on. Don't come across as needy or disrespectful, or your relationship may never go to the next level.

Push, pull or repulse. The difference can be subtle, but successful strategies are always planned, and on purpose. Let me know what you are doing to have a successful push or pull strategy, or what you've seen people do to repulse you! E-mail me at Jason@JibberJobber.com.

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Jason Alba is the CEO and creator of JibberJobber.com, and author of “I’m on LinkedIn – Now What???” After a corporate downsizing impacted Jason in 2006, he experienced firsthand the difficulties of conducting a job search. Drawing on his extensive computer software and IT experience, Jason analyzed the job search process and developed JibberJobber.com, the gold standard in career management technology.

Widely acknowledged as a leading career management evangelist, Jason continues to spread the word to job seekers through his blog, JibberJobber.com/blog. He is co-author of “I’m on Facebook – Now What???”and offers tutorials on how to fulfill the role of being CEO of You, Inc.

Jason Alba is: CEO of JibberJobber.com Author of I’m on LinkedIn – Now What??? Co-author of I’m on Facebook – Now What??? Founder of CEO Training for Me Inc.

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Networking Events: Push, Pull or Repulse?

Events Rule

By Bruce Newman

Mid-Atlantic Bureau Chief
(New York, New Jersey, Pennsylvania, Delaware, Maryland, Washington DC, West Virginia, Virginia)

I am always seeking more information about networking organizations in my mid-Atlantic territory. In my column, I will continue to list planned special events and feature one organization in an article. I urge any organization that has a planned event or wishes to be featured, to contact me at: bnewman@prodinst.com.

Upon reflection of this article depicting the importance of events, I realized this was an area I wished to pursue. I look forward to your feedback and comments at prodinst.blogspot.com. Possible topics include: do you consider attending events the most important aspect of networking? Do you strive to meet new attendees or reinforce your relationships with attendees you already know? What is your key thing you look for when you meet someone at an event? How do you pick which events to attend? What type of follow-up do you do following an event and how important is it?

Highlighted organization: www.midatlanticnetworking.com

This month, I spoke with Jay Updike, the creator and driving force behind www.midatlanticnetworking.com which “hosts business networking events and promotes its members all across Maryland, Delaware, Washington D.C., southern Pennsylvania, and northern Virginia”.

Bruce: What is the goal of your organization?

Jay: We help individuals gain exposure to the business networking community. Our goal is to be able to put people in front of an area they request by the click of a mouse. For example, a brokerage firm may sponsor four different events in which interested members can sign up for one or even all four of them depending on their interest and availability.

Bruce: How do members become aware of events?

Jay: Members become aware of events by three means: from the calendar of events on our home page, via a master email that lists all events and an email of local events in their geographic region. Every month, we automatically send the master and local events emails to our members.

Bruce: It seems that you are very events oriented.

Jay: We believe that events are the crux of the networking experience. Attending events can be extremely productive as you can meet many people and develop many relationships. Since the cost of attending an event is free, there is no excuse to not attend a number of them.

Bruce: I read on your website that for $99 per year, a subscriber gets a web page that they can personalize and attend any number of events at no cost. Can you please elaborate?

Jay: Initially, there was no charge or obligation for our service. As we have continued to grow and evolve in our seven years, we found that by charging a modest fee of $99, we attracted those people who were truly interested in networking. For this $99 fee, subscribers get a web page they can considerably customize and the ability to attend all of our events. Since all of our events are free, this annual fee in most cases, represents a person’s sole yearly expenditure for our service. Soon, events will be only available to our subscribers.

Jay: Any organization can sponsor an event for around $500 depending on the cost of the lunch or happy hour and the number of attendees. Sponsors have their name on all invitations and get 5-10 minutes to talk about themselves in front of the attendees. We also have space for a limited number of banner ads on our website and an opportunities page, both at an additional cost.

Bruce: How long have you been in existence and how many members do you have?

Jay: We have been around for 7 years and have built a huge database of over 1 million email addresses and 500,000 fax numbers that we send out announcements to. We average over 1 million hits per month on our website. Our goal is to grow to 10,000 people and average 100 events per month with fewer events in the summer when it slows down. Currently, we average 20-30 events per month.

Jay: We have worked very hard to get to this point. Our subscribers have generated a lot of business and developed many relationships as a result of our efforts. The paradigm of offering many events for people to attend has proven to be highly successful and we are growing rapidly.

Bruce: What can you tell people about networking?

Jay: Do it! We have (reportedly) 1 million hits a month on our business directory because people are seeking networking opportunities. The more people you speak to, the more relationships you develop and the more successful you will be.

I look forward to your feedback and comments concerning the importance of attending events at prodinst.blogspot.com

Any networking group or organization that has a special meeting or conference they wish to announce, relevant articles or topics they wish to discuss, or would like to be featured by me (if possible), please email me at: bnewman@prodinst.com.

___________________________________________________________________

Bruce Newman is the Vice President at The Productivity Institute, LLC (http://www.prodinst.com) which provides prodinst by matching the specific software products and services needs of companies to rated outstanding consultants who can meet those needs. Any company that wishes to improve their productivity can sign up for this free service and be contacted by up to five rated outstanding consultants.

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Events Rule