Beware of This Invitation! The Good, Bad, and Ugly of Networking Events

By Bevv Beirl

Is your networking working? Choose a seven day period of time. Count the number of networking event invitations you receive. Make sure you count the actual number, even if it’s a different invitation for the same event. Estimate the time you spent opening, reading and responding, even if your response was to delete a bunch of them – efficiently – at the end of your work day.

Unfortunately the word networking as it pertains to business, has lost its validity. Networking events are a total waste of your valuable time most of the time. Before you go stomping off to your computer to fire off a nasty email to me, stop and think for just a minute and notice I said most of the time. It may be a good idea to grade your networking event invites: G-good, B-bad and U-ugly.

Maybe after reading this article and setting up personal filters to help you redirect wasted time and money into valuable interactions that will actually grow your bottom line, you will be less inclined to tell me I’m full of it.

Networking events are a form of marketing, so make sure to include every $2 glass of wine in your marketing line item on your P&L statement. Unless you have a clear understanding of who your client, customer or strategic partner is and have analyzed what specific products, services or partnerships will benefit your company, decline all networking events. Showing up at an event that is usually attended by “start-ups” or people in transition between jobs (which, by the way, seems to be the norm these days) when your product is investment services, will be a waste of your time and money.

“But Bevv, it’s about helping others get what they want --- it’s all about them,” you may insist. Let’s get one thing perfectly clear; it’s about you and your company, period! The best way to help others is being the best at what you do so you can grow both your bottom lines. The best way to help others is to be with the people who would benefit most from your product or service.

“But Bevv, they may know someone who knows someone who can use my product or service.” Maybe and maybe not! Since there are only so many hours in a day, wouldn’t it be better to attend events that draw your perfect client or customer directly? If you feel the absolute need to be somewhere every single day or week, wouldn’t it be more beneficial to spend some time creatively planning interactions that will actually net business?

Don’t lose track of your assets, time and money because you think you need to be “seen” to be successful.

Here’s a list of a few things that identify the Good, Bad and Ugly. You could probably add to this list --- and actually that would be a great start at setting up your own networking event invitation filters.

Ugly Networking Events:

• Poor time of day (interferes with your most productive time of the day)
• Poor location (the drive time is longer to and from than the actual event)
• Billed as purely a networking event for anyone (everyone is not your target market)
• Organized by a company or group that makes money off your fear of not being seen (there’s no point to the event besides networking and the organizer's goal is to sell as many tickets as possible to anyone)

Bad Networking Events:

• Poor venue (too small, too big, music too loud)
• Draws the people who are not your ideal client or customer
• The presenting speaker/program is of no interest to you

Good Networking Events:

• Are not networking events at all! (They are dinners, ball games, celebrations)
• Includes a program that will help you in business (Something other than a program on how to network)

Remember that the best promoter for your own business is you. And yes, you may need a little polish or coaching in conversation skills. However, the most important thing you can do before you waste time or money on networking events is to define your ideal customer, define your product/service and understand that time is one of your most valuable assets.

Be more discriminating! Choose the events that will serve you best.

Now if what you do best is connect people and if that is your vocation, then by all means, show up at every event possible. However, if you are like the majority of business owners with countless tasks to address while maintaining a healthy relationship with your significant other and/or family, then think twice before saying yes to the invitation that you "hope" will result in meeting someone who will do business with you.

About the Author
Bevv Beirl has been an educator, motivational speaker and author for over 30 years. Bevy's passions are connecting people, creating business platforms and compiling information to assist business owners and entrepreneurs to break through personal as well as business challenge. In 2006 Bevv founded and is the CEO of Bay Area Business Magazine dba BABM Business Group. Bevv was a finalist for the Tampa Bay Business Journal's Business Woman of the Year award in 2008 and 2010. BABM was a finalist for the St. Petersburg Chamber's Business of the Year award in 2010. You can reach Bevv at Editor@BABM.com or 727-596-9791.