December 3, 2009

Andrea R. Nierenberg, president of the business communications company Nirenberg Group, is member of a lot of networking groups. But she doesn’t sign up with anyone who sends an invitation her way.

“Networking is a word that people don’t always understand – it’s about building relationships,” she says.

Here’s how you can find networking groups to build the right relationships, and how to get the most out of those membership fees.

1. Find the Right Groups

First, figure out where your customers hang out in the networking world.

“Are you seeking a higher profile in the local community? Then perhaps a chamber of commerce or geographically based group of entrepreneurs is your best bet,” says Karen Southall Watts, a business consultant who runs networking workshops around the country. But the local chamber of commerce isn’t the be all and end all. “If you need to brainstorm and discuss issues particular to your industry, then a specialty based group or professional association could be more useful,” she adds.

Finding those groups can be as simple as asking your clients where they go, or, says Nierenberg, plugging your trade into a search engine. You can also check your city’s business newspaper. They usually have networking group listings. Meetup.com lists networking events, too, like happy hours and informal networking meetings that are going on in your area.

Once you find a few membership groups that might fit, see if you can check it out free before paying any fees.  “Find out what their policy is for visits from non-members. Most groups, even if they’re membership based, will allow you to come to at least one session for free,” says Dorie Clark, a marketing strategy consultant.

2. Get Involved

To get the most out of a group – and the fees you’re paying – make sure you’re an active participant. That means coming early, staying late and talking to people.

“Don’t give up because you didn’t get business after going one or two times. You’ve got to invest time,” says Nierenberg. That means going beyond just attending meetings – serve on committees, help organize events, anything you can do to spend time with members, and put your face in front of anyone coming to those meetings.

If you have the employees, make networking a company initiative so you’re not spending all week running from meeting to meeting. “Think about taking people throughout the organization – even some of your younger people and some people at medium level and senior people – and have all of them be involved in a different association or group,” says Nierenberg. “That way they can come back and share.”

3. Evaluate

Six months in, see how the group is working out for you – and don’t drop out if you haven’t gotten a new client yet. Networking takes time, especially if your business requires an investment from your customers – if you’re an attorney, financial advisor or contractor for example.

“Meeting someone for five minutes and trading business cards is not going to get you clients,” says Clark. “You need to meet them again and again so they know you’re not a fly by night person and that you have a standing in the community.”

If the group is not working out, leave on a high note, and say why if you’ve been involved on a leadership level.  “Write a letter and be honest,” says Nierenberg. “Do so graciously, and don’t be missing in action.”

“If you go in with the attitude of what can I learn, what can I give, and how can I be a resource, business will definitely come back to you,” she says.