It’s been a busy couple of weeks. I’ve been really active on the meeting front recently, and it got me thinking how much my business is dependent on meeting new and varied people.

I was talking to a friend the other day who was bemoaning a lack of new business coming in. One simple question diagnosed the problem (and pointed to the solution):

How many meetings have you had?

The answer, of course, was none.

Now I should qualify this. I’m not talking about spending all of your time out and about having coffee and attending networking events. I think we’ve all seen people who spend all of there time doing that. Just because you’re out there doesn’t mean it’s time well spent – and yet you see a lot of people trying to convince themselves the opposite is true.

But most businesses (especially in the smaller category) are dependent on meeting new people. We form alliances, get to know one another, see mutual opportunities….it’s how we get new business in.

I’ve been spending a lot of time recently out and about forming relationships. It feels good to do it again, and it’s crucial to getting new business.

How are you doing?

- j

A lot of people talk about it. Few people seem to practice it.

A few years ago I learned the hard way that I didn’t know everything, and couldn’t do everything. Don’t get me wrong, I’ve got a lot of skills, but the reality is simple: sooner or later we all run into things we can’t do.

Some businesses seem to see this as a weakness. The integrated agency model is a good example of that. How many bloody agencies feel they have to do everything? They have to have every skill in-house (some not very good)? I can’t stand the integrated agency model. It leads to bloated overheads and inflated cost structures – two things I fight against tooth and nail.

Collaboration is key to my business. It’s critical. I am a big believer in getting the best people for the jobs and trusting them to produce results. But the key word there is trust. It takes time to develop these relationships. You need to feel each other out. You need to feel comfortable with each other.

What does this have to do with marketing? Everything and nothing.

My simple (see? Marketing & simple – it must be appropriate) mantra:

Don’t trust anyone who says they can do it all. They can’t. Get the rights skills together and lead them in the right direction. You’ll get there quicker, and way more efficiently.

- j

One of the hazards I find I face in my job is keeping my mouth from saying what my brain is thinking.

In this case: enough already.

Honestly, I was at a function this week (no names, I’m not THAT stupid) and one of the groups couldn’t stop talking about social media.

It’s the only thing they are focussing on.

Sadly, none of them had a clue what they were talking about.

I swear if I’d stayed longer they may have nailed social media to a cross. (oh, that’s not very PC)

I grow discouraged ;-)

-j

The last year or so has seen an absolute glut of networking groups get formed. Some are good, some are bad. Some are somewhere in-between. I’m personally not a fan of this practice. It is starting to feel like anyone who has a business that isn’t working out right just decides to start up a networking group. And then there are the new national ones that seem to open a new chapter every week. I was at a meeting once where at least 25% of the people in attendance were from networking groups.

Don’t get me wrong – networking is hugely important to my business. But I’m also very selective in what I do. Every year I evaluate what networking I’m going to focus on. i look at a few simple things:

- Is it in line with the business that I’m going after? Are the people in the room going to be the right type of people that can introduce me to my targets. It helps if you know what type of business you are really going after, but that’s another conversation.

- Is it appropriately focussed? I want any networking I do to let me be laser-focussed with what I’m trying to build.

- Is it worth the time/money? There are simply too many networking opportunities around. I focus on three each year, and leave the rest alone. I have to do this, because I can’t spend every week spending money and time on the vague hope of it turning into a useful event.

Networking has been one of the key founding blocks of my business. It really has. But, my god, be selective.

-j