NETWORKING EXPECTATIONS

I attended a networking session this past week which had a very small attendance even though the group has been meeting for over 4 years. Since its inception, the session has had over 175 different people attend at least one of the sessions.

Networking has three distinct parts:

1. EXPECTATIONS: The expectation of those in attendance.
   • Many people who network expect instant gratification. In other words, they expect to secure “a deal” after the first visit.
   • Some look at the makeup of those in attendance and make a decision whether they are in a position to give referrals.
   • Most expect an immediate acknowledgement upon entering the meeting
2. ON-BOARDING: “on-boarding” process of a new guest.
   • This is the responsibility of the group’s leadership as well as the regular members.
     • How are they greeted and by whom when they walk in the door?
     • What does the welcome package consist of?
     • What is the group’s story that makes it special/different?
     • Who, and in what manner, makes the outreach to thank the first time visitor and to extend an invitation to return. Is each visitor assigned a regular member as a “welcome and introduction” mentor? Such an assignment should last for at least three meetings and the process should be spelled out so that each new prospect experiences the same great on-boarding process.
   • It’s also important to realize that not all new attendees will/should become members.
3. THE ACTUAL MEETING
   • How is it run, what makes it different, and how is my message and attendance shared with the rest of the group?

Networking, like anything else, requires work on the attendee’s part as well as the group’s  leadership and current member base. With many networking options available, a group has to learn to differentiate itself from the rest in order to attract and to keep members. Each group should have a leadership council to create its vision, to write the group’s story, to prepare a “pitch deck” to be shared with new attendees, and to oversee a functional, beneficial, and welcoming meeting.