Mastering the art of networking nourishes small businesses in several ways.

 For those who are adept at “huddling” in groups with others of their ilk, the disadvantages of isolation are reversed. It allows them to gain market overview, exchange referrals, and stimulate intra-network – as well as “outside” – sales. Such benefits can be gained through memberships offered by an assortment of networking organizations.

 Choices, choices, choices!

 The benefits of schmoozing seem to come instinctively to emerging-business chiefs, but the devil is in the details when it comes to finding a good place to “hook up.”   Growing demand has led to an abundance of networking options. Prevalent among these are chambers of commerce, small-business associations and leads clubs. In most of the latter, many of which are labeled “executive associations,” membership is limited to one member per business type.

 The search for a landing place  

 Locating the right place to “set down,” a fundamental for pilots, is similarly essential for the prospective networker. The first thing that must be understood is that finding a good fit deserves – and requires – maximum effort.  

 The most common errors in the selection process are:

 Impatience that hinders careful due diligence

• Yielding to pressure from current network members
• Failure to recognize the critical importance of the decision

 Do your research

 With today’s efficient search tools, there’s no reason to employ the “throw-a-dart” mode.

Best practices:

• Make in-person visits to groups being considered, and judiciously absorb what you see and hear.

 “Sniff-out” the members. Do they share your objectives, or are most just “hail fellows well met”? Though finding some new buddies to hang with may be a somewhat justifiable pursuit, it’s not your current mission.

 Determine if the membership consists of a high ratio of decision makers (those influencers to whom you ultimately will want to devote most of your effort).

 Be “sectionally selective.” If in a large city, it may be advantageous to settle for a group close to your primary marketing area.

• Asking to see a set of bylaws, a charter, or a mission statement is a step too far. What you observe firsthand is the best indicator of what to expect.

 Make your decision

 Don’t be so analytical you can’t “pull the trigger” (ref: Buck Fever). If at some future point you feel you’ve made the wrong choice, you can exit by the same door through which you entered the group. Then, promptly join what had been your second choice.

 Don’t spread yourself too thin.

 Diluting your new allegiance(s) will only create a weak concoction. One (or two at the most) networks should be adequate. Remember, your responsibilities will include time and effort spent servicing – or at least oversite of – new accounts you win.

 Networking is a give-and-take proposition.

 Support other networkers. Don’t be merely a taker. Your fellow members can see through someone who views networking as a one-way street. Being a good member means being as loyal as possible within your group when making purchases and recommendations. Of course, you should expect to receive similar consideration.

 “Working” your network means participating at a high level.

 Be visible and active.

 Be a good attender of regular meetings, and attend/participate in special events. Enthusiastically accept committee appointments, and having done so, “dive in” with both feet! Such deeper involvements provide great opportunities to get better acquainted with the most active members. And MIX! – don’t spend all your time at meetings or events with the same “chums.”

 Get beneath the surface.

 Study others’ websites, and make visits to see your fellow members’ work environments. Learn what they have to offer. Toward the conclusion of your visit, it’s OK to briefly discuss your business. But save your real pitch for when your fellow members accept your invitation to visit you.

 Invite info exchanges

 Encourage mutual exchanges of materials, e.g. newsletters, flyers, etc.

 Not everyone can be your customer 

 Not all of those you engage will be able to use your products/services, but all have the ability to make referrals. In fact, it’s reasonable to expect that referrals are where most of your network-related “action” will come from.

 Honor long-term business relationships

 Remaining loyal to pre-existing business relationships, while observing and patronizing new alliances, calls for a delicate balance. However, all networkers will likely understand – and have in common with you – the sometimes-difficult choices that can result. It’s fine to stand by your time-honored business relationships. That said, however, do not “broadcast” or flaunt such standing connections at every turn when operating within the group. This is where a bit of discretion will go a long way.