NetWORKing is for work hours

Mike Macedonio at the Referral Institute recently wrote an article highlighting the fact that referral marketing is not “free.”  Isn’t your time a limited, and therefore valuable, thing? 

I can’t find the actual article now, but you can read it on Emile Paradis’ blog (Referral Institute Atlanta).  Other than one issue (at the end of my post), I agree with Mike. 

To further highlight the true cost of networking, look at when most meetings/events are scheduled: before or after work hours. So networking comes at the expense of your rest or your time with family, etc. You’d better believe that affects the quality of your “work hours.”

If networking is really working for you, you should probably feel less guilty about making it part of your normal day. 

I shared those comments with Emile, and here’s his response:

When I first started our Certified Networker seminars, I felt compelled to do them at a time that would be “convenient” for folks, meaning not interrupting their work day. Over time, I have seen that the serious folks make time for what is important. For many, there is no convenient time. They are always too busy to take care of business.

What great insight!

Likewise, many networking events fail to take care of business.  That may be why they are in the wee hours of the day.  Some marginal networking is okay, just like when we take clients who aren’t our prime targets…especially during the startup phase. 

But every once in a while, ask yourself: Would I go to this meeting during work hours?  If not, it may not be worth your time. 

Tangent: As mentioned above, the one issue I’ll make is with Mike’s statement that “Referral marketing is the most cost effective way to grow your business.”  I always advise my consulting clients that the biggest bang for their buck is if they expand their marketing to their existing customer base first, especially if they can do so via email.  (The Direct Marketing Association will back me up on this.)  Then market to affiliate companies in the same way…that is a type of referral marketing.  THEN get busy with PR, other referral marketing, and guerilla marketing efforts!