“I tried that type of group before, it wasn’t for me.”
I hear this all the time from prospects and clients. If you’ve ever felt the same way, you’re not alone. But before you swear off networking groups altogether, let’s dig a little deeper. Often, it’s not the type of group that doesn’t work—it’s that you’re in the wrong room.
Every Room Is Different
No two networking groups are the same. Even if they follow a standardized process, each group has its own vibe because of the people in the room. The dynamics, relationships, and conversations are all shaped by who shows up. So, when one group doesn’t work for you, it doesn’t mean that all networking groups are a lost cause—it just means you need to find the right room.
Who Is in the Room?
When evaluating a networking group, it’s crucial to think about who is in the room and whether they align with your goals. Start by asking yourself two key questions:
- Who is your ideal client?
- Who are your ideal referral partners?
Many people join networking groups expecting to find a room full of potential clients. But here’s a little secret: It’s often more beneficial to find a room full of referral partners instead.
Use this client avatar worksheet to work on your ideal client and ideal referral partners.
The Power of Referral Partners
Referral partners are those individuals who have access to your ideal clients but aren’t your direct competitors. They can be other professionals in complementary fields or even those who have overlapping client bases. For example, if you’re a business coach, ideal referral partners could be accountants, lawyers, or marketing consultants—people whose clients could also benefit from your services.
Why is this approach more effective? Because instead of trying to sell to every person in the room, you’re connecting with people who can do the selling for you. These referral partners can introduce you to their clients, vouch for your expertise, and even provide you with a steady stream of leads. It’s like having a sales team without the overhead.
Networking for Networks
The key to successful networking isn’t just about selling directly to the people you meet. It’s about connecting with them for their networks. When you build relationships with referral partners, you’re not just gaining access to the people in the room—you’re gaining access to everyone they know.
Here’s how you can shift your mindset and strategy:
- Identify Your Ideal Referral Partners: Think about who already serves your ideal clients. These are the people you want to meet and build relationships with.
- Focus on Building Trust: Networking is a long game. Invest time in getting to know your referral partners, understanding their businesses, and finding ways to help them. The more trust you build, the more likely they are to refer clients to you.
- Leverage Their Networks: Once you’ve established a strong relationship, don’t be afraid to ask for introductions to people in their network. If you’ve demonstrated your value, most referral partners will be more than happy to connect you with others.
- Reciprocate: Networking is a two-way street. Be ready to refer clients back to your partners. When you help them succeed, they’re more likely to return the favor.
Find the Right Room
So, the next time you’re questioning whether a networking group is right for you, take a step back and consider who’s in the room. Are you surrounded by your ideal clients? Or are you in a room full of people who can introduce you to your ideal clients?
If there’s a gap, it’s time to find a room where that gap is smaller. Remember, the goal isn’t to sell to everyone you meet but to connect with those who can help you expand your reach. The right room will not only help you grow your business but also make the journey a lot more enjoyable.
Finding the right room can sometimes feel overwhelming, especially when there are so many groups to choose from. That’s where I come in. I help my clients identify their ideal networking environments, so they can spend less time guessing and more time building meaningful connections. Together, we’ll find the rooms where you can truly thrive.
Reach out or book a free 30 minute consultation, and let’s start finding your right room today!
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