As a marketing consultant, I often hear companies attribute their success to ‘Word of Mouth Marketing’ and ‘Customer Referrals’. Many want to increase this type of business because it’s effective and brings loyal customers. Networking in an organized group is an ideal way to achieve this.
Think about your group. How many people have left in the last 12 months?
I've often heard people give a leaving speech saying, “My company has grown so much we’ve decided to focus our promotion efforts elsewhere.”
I’ve spoken to several former members who left because they thought they could rely on other marketing methods. They didn't realize the power of the group to generate business opportunities, and most regretted leaving. For a few months after they left, they continued to receive referrals, but then the stream slowed to a trickle and stopped. Meanwhile, their marketing costs increased, and a typical quote I hear is, “Nothing works as well as the group did.”
Further discussions reveal that they left because they were too busy, not because they wanted to explore other methods. The referrals made them so busy they couldn’t attend meetings. What they needed were time management skills and training, not to leave the group.
Sadly, many of these former members want to rejoin but are too proud. Others find their place taken by a competing company, making it impossible to return.
Let’s address the pride issue. The phrase “get over yourself” comes to mind. Networking is about mutual support and growth among equals. If you swallow your pride and return, you’ll be welcomed back. Members won’t gloat over your return; they’ll appreciate it.
Groups welcome returning members for several reasons. First, the members miss you. Each person adds a unique element to the meetings, contributing to the group's dynamic. More importantly, your fellow members have invested time learning about you and your business. When you left, that effort was wasted. Your return allows them to use that knowledge again.
If you return to your Chapter, you need to reconnect with the members. The best way to do this is through recon meetings. Focus your efforts in two ways: reconnect with your former close contacts and get to know new members who joined during your absence.
Aim to do four recon meetings a week for the first month of your renewed membership. This is a big effort, but it will help you reestablish connections and find referrals for others. The membership will see your commitment and rebuild their trust in you. Throughout this book, I emphasize the importance of recon meetings because they are the cornerstone of success in business networking.
Planning for success is also crucial. Many companies have disaster plans and business plans but lack a success plan. As a business owner, you need to prepare for growth and success in detail. It’s not for nothing that people talk about growing pains.
I speak from experience. My company has seen a 40% increase in sales recently due to Word of Mouth Marketing, effective customer support, and marketing to existing customers. This success has brought new challenges. I’ve worked with a business coach to manage growth and change, developing new skills as my role has shifted from hands-on designer to production planner and staff manager. This adjustment has given me weekends off and the time to write this book.
If you’re becoming more successful and finding your time limited, you need to start planning and implementing a success plan. This will help you grow your business without becoming overwhelmed and allow you to spend more time with loved ones.
If you can't rejoin because your spot has been taken, consider joining a new group. When I moved from the UK to New Zealand in 2005, I had to start over in a new group. It was a strange experience, but I knew the basics of finding referrals and quickly adapted by conducting recon meetings.
If there are no local groups with available spots, consider starting your own. It’s hard work initially, but the rewards are worth it. A small new group can provide opportunities, but you need to work hard, just like in an established one.
Think carefully before leaving your group. If you’re too busy, seek help and learn to grow. Consider passing your membership to someone else in your company. Don’t abandon the most effective way to find new opportunities just because you think you can’t cope.
I’ll finish with my company’s story. By implementing changes, I now have more time to focus on developing my business and networking activities. I can do two recon meetings a week and find more referrals for my fellow members.
To quote an old but true saying: quitters never win, and winners never quit!