Typical Mixers are the Poster Child for "NETWORKING DISCONNECT"
Ivan Misner, founder of BNI.com (the world’s largest networking organization), and the author of Networking Like a Pro.
"Whenever I begin a keynote at a networking event I ask two important questions. First, “How many of you are here hoping to possibly sell something?” Usually the majority, if not the whole room, raises their hands. Then I ask, “How many of you are hoping to buy something?” Nobody raises their hands. Usually not even one single person. This phenomenon is what I call, The Networking Disconnect. Business people show up to events looking to promote or sell something but almost nobody is there to buy something. This is why networking goes off of the rails; people use it as a face to face cold-calling opportunity instead of a relationship building opportunity."
Ivan Misner, founder of BNI.com (the world’s largest networking organization), and the author of Networking Like a Pro.
"Whenever I begin a keynote at a networking event I ask two important questions. First, “How many of you are here hoping to possibly sell something?” Usually the majority, if not the whole room, raises their hands. Then I ask, “How many of you are hoping to buy something?” Nobody raises their hands. Usually not even one single person. This phenomenon is what I call, The Networking Disconnect. Business people show up to events looking to promote or sell something but almost nobody is there to buy something. This is why networking goes off of the rails; people use it as a face to face cold-calling opportunity instead of a relationship building opportunity."
Top Ten Signs You Might Be At An Old School Networking Event
- Everyone is there to sell something, no one is there to buy anything!
- More drinking and eating, than networking.
- The same people show up repeatedly, with few, if any new faces
- New attendees never come back
- You have to listen to more than three elevator pitches in one evening
- Attendees don't know the difference between networking, and building a network
- When the food and alcohol are gone, everybody leaves
- Sales people are calling you non-stop for weeks after attending the event
- Everybody wants to make a 30 second elevator speech, but no one wants to hear them all night long!
- You feel like a minnow surrounded by piranhas
The Rebirth of the Chamber: Why Things Are Changing
Watch this two minute video to find out why chambers across the county are adapting to a 21st Century Model.
Watch this two minute video to find out why chambers across the county are adapting to a 21st Century Model.
Typical Mixer Networking Does Not Work
Mixers Scare Away Busy Business Owners
Today, most business owners are not getting a good return on their investment of time and money when attending mixer networking events. Mention mixers to a business owner, and it usually conjures a memory of awkwardly connecting with strangers, all of which are trying to get something from them.
Most mixer events today are dominated by persons who want to sell something, and this, in turn, keeps business owners at bay, who are too busy running their business. Most successful businesses don't have the time to listen to dozens of 30-second canned messages that typically part of most mixer events. While the “traditional chamber” style of networking may have been the best option at one point, things are different now. One business owner stated, "I only went to one mixer, and never went back... I was inundated with salespeople calling me non-stop for months. It is not the best use of time."
Mixers Scare Away Busy Business Owners
Today, most business owners are not getting a good return on their investment of time and money when attending mixer networking events. Mention mixers to a business owner, and it usually conjures a memory of awkwardly connecting with strangers, all of which are trying to get something from them.
Most mixer events today are dominated by persons who want to sell something, and this, in turn, keeps business owners at bay, who are too busy running their business. Most successful businesses don't have the time to listen to dozens of 30-second canned messages that typically part of most mixer events. While the “traditional chamber” style of networking may have been the best option at one point, things are different now. One business owner stated, "I only went to one mixer, and never went back... I was inundated with salespeople calling me non-stop for months. It is not the best use of time."
The Typical Mixers Have No Common Business Objectives or Target Audience
Most mixers are struggling today as an effective business strategy because people have entirely different objectives when it comes to attending these. Recent data indicates that 90-95% of chamber members no longer attend these events. Most events are mixing bowls for CEO's, professionals, and multi-level marketers who are there for different reasons. You have individuals whose goal is meet peers in other industries; others want to sign up new clients, others are looking for a job, some simply want to sell you something before you leave, others are there for the free food and cheap beer. Regardless of your networking objectives, your level of success will be tied directly to your ability to interact with other professionals who have similar goals. Most mixer event planners have very little control over who attend the networking events and this is a recipe for disaster. This leads to results that are unpredictable at best. Mixers events are external networking events that lost their effectiveness years ago. The Harvard Business Review this type of external networking, “the unpleasant task of trading favors with strangers.” Ouch.
What's New?
Today, social networks are natural and prevalent phenomena. They are embedded in vast social networks through which information, ideas, and emotions transmitted. Mixers (aka Happy Hours) are external networking events, and Harvard Business Review called external networking “the unpleasant task of trading favors with strangers.” Ouch.
Whats New? Internal Networking.
Instead of going into networking with the mindset of making connections to benefit yourself, you can instead go into it with the intent of creating genuine relationships that are mutually beneficial. Today, as opposed to 1950, it's easy to reach people from around the world, and with the internet, social media, and your internal customers. Your options for relationships have increased exponentially today!
Networking Groups
- Search the Chamber of Commerce Directory for local groups
- NFIB: Small Business Administration
- Association of Women’s Business Centers
- Business Networking International
- EO Networking
- Meetup
- National Association for the Self-Employed
Don't Confuse a Network with Networking
Kyle Sexton is an award-winning marketing strategist, international speaker and author of Follow You Anywhere and ReMembership - New Strategies for Membership
"A network is something you build, whereas networking is an activity. The gulf between these two words is growing daily. Building a network is something every business must do, but networking is being replaced with advertising or other functions of marketing by many."
Kyle Sexton is an award-winning marketing strategist, international speaker and author of Follow You Anywhere and ReMembership - New Strategies for Membership
"A network is something you build, whereas networking is an activity. The gulf between these two words is growing daily. Building a network is something every business must do, but networking is being replaced with advertising or other functions of marketing by many."
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Data from Chambers Show That Over 90% of Members Don't Attend Events!
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Harvard Business Review Video:
Three New Networks for the Digital Age
Lynda Gratton, London Business School professor, suggests ways to stay connected in an increasingly mobile world.
Click here for 3 minute video
Three New Networks for the Digital Age
Lynda Gratton, London Business School professor, suggests ways to stay connected in an increasingly mobile world.
Click here for 3 minute video
Here are five ways to navigate the increasingly complex networking space:
Source: Forbes Magazine
Source: Forbes Magazine
- Make a Lasting Impression. First impressions are important, but in today’s age, professionals often make their first impression virtually, through a LinkedIn profile or Facebook page, for example.
- Get Creative. When networking, don’t be afraid to attend events or participate in workgroups or community meetings that seem out of your comfort zone. When participants were out of their comfort zone and in a new type of situation, it helped them break down barriers and really mingle.
- Network Strategically. Rather than leave networking up to fate, it pays to be strategic. Seek out relationship-building opportunities by industry or sector. Since millennials, in particular, have had less opportunities for either face-to-face or verbal communication because text messaging and posting online has become much more commonplace than voice calling.
- Find Networking Opportunity in Your Passions. It’s also helpful to find an opportunity to network while pursing your personal interests—a trend that’s increasingly popular among millennials today who tend to blend work and play. For example, network at the gym, at your country club or the spa you often visit.
- Seek the Referral Source, Not the Client. Rather than focusing on landing the next big client, focus on finding a referral source. A phrase that starts with, “if you think of anyone who can use my services… is less invasive and kills two birds with one stone. By focusing on building a circle of influence and support, your efforts will go much farther.
Though you might not find the time to attend events you can take comfort in knowing the Chamber is working diligently on behalf of your business.
Source Citations
- https://www.forbes.com/sites/kimberlywhitler/2018/08/19/how-to-navigate-the-dreaded-networking-event-successfully/#776fc2bb7347
- https://www.inc.com/ari-zoldan/traditional-networking-events-are-dead-heres-whats.html
- https://sociology.yale.edu/people/nicholas-christakis
- https://digital.com/blog/networking/
- remebership: New Strategies for Remarkable Membership Organizations, by Kyle Sexton