How To Choose The RIGHT Networking Events To Grow Your Business

How entrepreneurs “do business” is shifting in a BIG way thanks to this new economy we’re in.  These days, my colleagues and clients both report the same thing: now more than ever, people are craving a personal connection.  Yep, I’m talking about getting your fanny out from behind the blue screen of your computer and going to some networking events.

For me, it’s about going where the spirit-rich business owners are and that often means kissing my beloved hubby Leland goodbye and getting on a plane.  (You’d think that New York City would have more to offer closer-to-home in this area, but… no.  Who knew?)

In the beginning, when I was struggling (okay, desperate) to build my business, I was a lot more likely to say YES to an event in hopes of attracting clients and opportunities.  Okay, so, the truth is – I was rushing all over the place!  And I quickly learned that the highest cost of these events is time spent away from Leland, most often for little or no results.  So frustrating!

These days, I’m a lot more selective – and I recommend that you be selective, too.  Yes, even if you’re just starting out.  After all, time away from those you love is time you’ll never get back.  So here are some of the questions I consider when deciding which events are a must and which are a “miss“…

1. “Will it connect me with the people I can help?” After working with over 100 entrepreneurs with my classes, programs, copywriting and 1-on-1 coaching, I have a very clear picture of who I can help and who I can’t.  If connecting with potential clients is one of my desired outcomes, this question had better be a yes, or no dice.

Luckily, I have a pretty good idea of where the serious, purpose-driven entrepreneurs hang out.  But that wasn’t always the case.  There is some trial and error involved here, but be sure to do your due diligence and research.

2. “Will it connect me with high-level people who can connect me with the people I can help?” In other words, will there be opportunities to make strategic and purposeful alliances – people who can bring more value to my peeps, and vice versa?

3. “Is the event host someone I want to learn from?” There are a lot of folks out there who call themselves “experts” these days, but the truth is, the level of their expertise varies dramatically.  Your time and money are precious; your standards should be high! Are they truly an expert?  Do they have a proven track record of success, both for themselves and with clients?  Do they have high integrity?

4. “Will the content be top-notch?” If you’re a little bit like me (and I suspect you are if you’re reading this!), you love to learn and hate “pitchfests!”   Even most local networking events have content of some kind, in the form of a short presenter.  Will that content be worth your while?  (For me, a big reason why I go to events is to bring “the good stuff” back to YOU – so to get me there, it had better be good!)

Confession time: I’m okay with a good pitchfest now and then – I’m a marketer and speaker after all! – but I want it to be my choice, not something I’m hornswoggled into without knowing better.

5. “Will this event help me grow personally?” When it comes to creating success in your business, the outer game of marketing has nothing on the inner game of mindset, health and happiness.  Your business can only grow as fast as you do.  Will what you learn at this event add to your inner game as well as (or even in lieu of) your bottom line?

6. “Will there be opportunities to authentically be in the spotlight?” Here’s one that you might not have considered.  One of the best ways to get noticed at networking events is to stand up, grab the mic, and contribute – your tips, your knowledge, your success stories.

Most events invite sharing from the participants at some point or another.  Adding your 2 cents is a perfect way to showcase your expertise and yourself in a natural, non-pushy way.  Just be sure that you’re truly adding value to the conversation.  (This one strategy gets consistent results for my clients when they use it, and I’ve personally created thousands of dollars in new business within days of attending a new networking event – i.e., where I didn’t know anyone.)

7. “What’s the outcome that I want to create?” Having a very specific outcome for every marketing action you take will help spare you the frustration of “I tried thus-and-such, and it didn’t work!” With networking events, the stakes are pretty high (time away from your family again), so it’s extra-important to have a clear outcome.  An clear outcome plus a clear choice will lead to a clear decision, every time.

Your Turn:

Make a decision to get out from behind your keyboard by connecting at a networking event!  Decide what outcome you’d like to create in your business.  Next, find at least 3 events that might be a fit for you.  Create some criteria – you can use these as a starting point and add your own.  Decide on an event based on your criteria, and go!

You’ll find me at my mentor Kendall SummerHawk’s upcoming Money, Marketing And Soul Intensive in October because it meets all of the above criteria, and much more.  You can get a sneak peek of what’s in store by signing up for the mp3 download of an inspiring interview I conducted with Kendall, available here (you’ll get instant access when you register), and her generous preview classes, available here.  (But hurry – this breakthrough event is already over 85% SOLD OUT – it’ll sell out for sure, so don’t put it off!)

© 2009 Elizabeth Genco Purvis.  All Rights Reserved.

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Elizabeth Genco Purvis, “The Marketing Goddess” teaches spirited solo business owners and conscious entrepreneurs how to attract an abundance of clients, income, freedom and satisfaction in their business while staying true to their values.  Visit MarketingGoddess.com to claim your copy of “Grow Your Business With Spirit And Soul,” a 7-part audio workshop with everything you need to begin attracting more clients right away.