Joining Up to Grow Your Business

As professionals, we get asked frequently to come to meetings or sit on boards of business and civic groups in our community.  We obviously don't have time to be part of all of them, so it's important to sort out what kind of group it is, how it fits in with your business or philosophy, and how it can help you grow your presence in the area.  There are generally six different kinds of business organizations that can help you grow your organization through networking.

Casual Contact Networks
These are business groups that usually have large membership bases, with no restrictions on how many people from each profession can join.  They often meet monthly at large luncheons where guest speakers discuss things like current business issues, upcoming legislative sessions, community affairs, or other local interest topics.  Evening social mixers are usually a part of belonging to a casual contact network.  An example of this sort of organization is the Chamber of Commerce.

Belonging to the Chamber of Commerce does give you an opportunity to meet a large number of contacts from your area at one time.  You can spread the word fairly quickly by attending their events.  However, that means that you may often be face-to-face with your competitors when networking at Chamber events.  Also, fees for joining are based on the number of employees in your organization, so make sure you've calculated the costs up front.

Strong Contact Networks
This sort of group generally meets once a week and restricts membership to one person from a given profession.  The meetings are very structured for the main purpose of passing referrals between members.  A great example of a strong contact network is Business Network International (BNI).

BNI meetings open with a free networking session, then go on to short presentations by all the members.  Then the focus turns to referrals that have been given out during the past week.  I personally belong to a local BNI chapter, and I cannot say enough good things about my experience there.  Joining BNI requires a solid weekly attendance commitment, as well as a requirement to speak at each meeting and share referrals.

Community Service Groups
Community service groups serve the dual purpose of letting you give back to your community while making business connections and getting great PR.  The primary purpose of these organizations is to serve the community, but working on service projects exposes you and your business to other professionals interested in the same issues.  You get the chance to start building long-term friendships that become the solid backbone of word-of-mouth businesses.

Examples of community service organizations are The Boys & Girls Club, Rotary Club, Habitat for Humanity, and the Lions Club.  Think about what personal concerns or causes you're interested in, and find a club that fits that philosophy.  Be aware that joining a community service group will often have volunteering requirements, so take that in to consideration.

Professional Growth Groups
Groups of people often gather based on a training or growth need they have.  Professional growth and development groups might focus on a specific are or on leadership as a whole.  They offer a great forum to show other professionals the skills you have and the skills you are willing to work on.

I belong to Toastmasters, and it has made a huge difference for me professionally.  I have learned the speaking and leadership skills needed to step out of my comfort zone and be a business owner.  It has also provided me many opportunities to network to members within my club as well as members from all over the state.  Toastmasters is a self-paced program, but you are expected to participate in meetings as often as possible.

Professional Associations
Professional organizations, or "knowledge networks", have existed as long as there have been professions.  The primary purpose of these organizations is for people in a certain industry to get together and exchange information or ideas from that field.  If your goal is to use this type of group for networking, look for ones that contain your potential clients or target markets.  Ask your best customers what groups they belong to as a starting point for your research.

Some examples of this type of group are:  Certified Life Underwriters, American Bar Association, and National Speakers Association.

Women's Business Organizations
Obviously, these groups are not going to be for all business professionals.  Women's business groups can be both casual or strong contact networks, but they are focused on networking first and foremost.  They often offer a non-threatening forum for woman who are new to business and networking.  Check for organizations based in your local area such as Women Entrepreneurs of Alaska, to get the most from your membership.

In your time-strapped week you may not feel that you have time to participate in any of these associations.  But if you're serious about building a word-of-mouth business, there is no quick fix.  Consciously consider all of the options and what will be the best fit for your business mission and your personality.  Check with your peers and mentors to see what groups they belong to, and visit a meeting.  Get out there and join up to grow your business.