should i join a (networking) gang?

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I had a question about whether a salesperson should join BNI or a similar networking group. 

It’s where a group of professionals in similar-but-noncompeting industries meet regularly, and commit to sending each other referrals and discuss lead generation. 

For example, one group could consist of: One CPA, one financial advisor, one payroll service provider, one real estate agent, one insurance agent, and one banker. They all serve the same kind of customer, and in theory can send each other referrals if their clients or people they come across need the services of one of their networking members.

I think the concept is awesome for many salespeople, and encourage you to attend a meeting and see how it feels; I believe a first visit is free. But I personally have never joined one; mainly because I’m an introvert lol, and the idea of meeting regularly around a bunch of people scares me and wears me out lol!

Also: I am of the belief that the grass is NOT greener on the other side, but where you water it. And it’s crazy not to water your own lawn first. 

so...what to do?

With that being said - If you’re an introvert or are looking for an alternative to the formal business networking groups, I recommend reaching out to:

1. Each of your service providers that you give business to already - like your CPA, your financial advisor, your insurance agent, your equipment supplier, your banker, your real estate agent, etc.
2. Your current customer base. 

Your service providers are people you’ve done so much research on, love, and trust. You don’t have to do the awkward task of restarting a new relationship that joining a networking group would require. 

Not only that, there’s a chance you might not like nor trust all the people in there. And it’ll take you a lot of conversations to trust your contacts with these folks. 

But for your service providers, the trust and love factor are already there - guaranteed. And because you give them business, you’ve earned the right - and it’s more natural - to ask if they know anybody else you can serve. 

Give them a call/email. Thank them for being an awesome service provider, and to please keep up the great work (this alarm keeps them on their toes in providing you great service, anyway).

Tell them you’re growing and ask for help in this department. That you’re asking all of your vendor-partners for three referrals, and ask if you can help with this, too. 

Giving them these specific talking points fosters a “me too” motivation in them. They don’t want to be the unhelpful one out of everybody else you’re working with, and it’ll spur them to action.

And when you’re asking for help, you’re making them feel valuable and they’ll want to help. And you give them money, so they owe you. 

Same thing with your customer base, but on the other side of the relationship. Your customers have researched you, benefit from you, trust you, and love you. 

Thank them for being an awesome customer. Tell them you appreciate them - even more during this incredibly difficult time for businesses. 

Ask them how they’re doing. Find a way to help them with anything they’re working on (even if it doesn’t benefit you financially). And find out if they’re profiting from your product/service. 

If they aren’t, fix that and come back later for a referral, after you’ve earned it. If they are, tell them you’re glad, and ask if you could serve them with other products/services (instant revenue, right there). 

Tell them you’re growing and want to serve more incredible people like them, and that you’re asking all of your favorite customers for introductions to 2-3 people. 

Same concept here. Make them feel valuable, that their business matters - and not only will they continue being a loyal customer, they’ll want to help. And they want to look good, anyway. 

all right, Paul; wrap it up

In summary, there is nothing wrong with business networking groups. The important thing is that you have a network you can rely on, and are committed to tending to. If you feel called to join them, make sure you max your investment of time and membership fees by contributing and asking; but don’t forget about your much more lucrative network near home.

We business owners and salespeople get too focused on new client acquisitions. It’s thrilling to think about, and you’re surrounded by the gospel of growing your business that way. The pressure is real. 

But I challenge you to consider the contrarian approach. Instead of looking out, look inward. There’s a treasure right under your (business) floorboards. 

For me and my introverted rainmakers, we go for narrow and deep relationships that take root, grow into large trees that provide fruit, shade, and protection from the wind; versus the large field of shallow plants that last for only one or or a few seasons; and are so susceptible to external conditions (ahem, pandemic and economic uncertainty?).