Networking is a fact of life for most people who run businesses or nonprofits. Whether we like it or not, word of mouth continues to drive the most sales, and referrals bring the most people to programs. If you’re an introvert, you may prefer to think of it as community building, which it essentially is. Here are a few common networking options to help you get your feet wet:
Chambers of Commerce
Probably the best and easiest thing to do is join your local Chamber of Commerce, even if you’re a nonprofit. Chambers are usually open to all kinds of business, so you’ll find potential customers and supporters no matter what kind of customers you’re looking for. Chambers usually provide regular networking meetings and events as well as trainings and resources. Most also provide a directory, giving you access to useful contacts without you having to hunt them down yourself. You’ll also be listed in this directory, which is where most members look when they need something. Belonging to the chamber warms up cold calls and pitches as well. “Hi, this is X. We met at chamber event X” is an easier foot in the door than “you don’t know me but here’s why you need my services.” A chamber membership usually costs a few hundred bucks or less annually, depending on your area, and you are likely to get a lot of bang for your buck if you regularly participate and attend events.
Professional Associations
Professional associations are different, and whether it’s a good idea to join one depends on your circumstances. The other people in the association may not be potential customers, but they still might be a good source of referrals unless you all do exactly the same thing for the exact same customer, which is unlikely. Additionally, in some professions, association membership provides credibility that is important in finding customers.
Local Groups
Local networking groups vary widely in terms of mission and quality. You can find them easily enough by simply googling “networking events near me.” Some small local groups are invaluable; others are a complete waste of time. The best way to find out is to attend a few meetings before joining to see if they’re a good fit. If that’s not an option, that’s a red flag.
BNI (Business Networking International)
BNI is popular with some people because it’s much more straightforward than most networking opportunities. Each chapter has only one person who does each job (one carpenter, one insurance agent, one web designer, one real estate agent, etc.) and everyone in the chapter refers other people to that person. It’s really about getting each other business. It can also be intimidating for people who are shy because you go around the room at every meeting and stand up and say what you do, who you help, and what kind of referrals you need.
Online Opportunities
If meeting in person is absolutely not your thing, or if you want to expand your reach online, don’t forget about LinkedIn groups and Facebook groups for networking.
Substance and Style 