Wedding Networking Relationships Are Not Created Equal

In the world of networking, it’s important to have realistic expectations. The most common of unrealistic expectations is instant success (defined as new business) upon joining any organization.

First, different organizations have different cultures and acceptance curves. One shouldn’t confuse a welcome-handshake with personal trust and understanding of your business. And, just because you are now on-the-scene, it’s unreasonable that your business will magically leapfrog existing relationships.

Perhaps the greatest misconception that best members is failing to understand the practical nature of association member relationships. The relationship curve looks something like this

• Fellow Member: You join and share a slot on the roster with members.
• Involved Member: You attend meetings regularly and volunteer, donate, or contribute in one or more ways.
• Dedicated Member: Serve on the Board of Directors or involved at a higher level within the group.
• Access: The involved or dedicated member will generally attain some level of access to information or people, over time.
• Influence: Your fellow member may work for a company you would like to do business with. That doesn’t necessarily mean that they make the call. If you build a good relationship, you should be able to learn the path to a business connection, and this fellow member may open doors and offer some positive influence on your behalf.
• Decision Maker: Sometimes, a decision maker is sitting next to you, at a meeting dinner. Other times, they are three levels apart from you, in their company organizational chart. It’s your job to understand how to connect-the-dots.

Here’s the thing. People will do business with you (or not) for many reasons. Understanding the layers of connection is part of understanding the process of building those relationships, and making those connections.

Think about the companies you do business with, and have referral relationships with. The larger the organization, the greater the number of layers. Also, potentially, the greater the reward.

However, with more links in the chain, your relationship is continually at greater risk.

Personally, I prefer working with organizations that have the fewest levels between me, my contact, and the decision maker.

A good exercise: Examine your existing business relationships and potential relationships, one by one. Decide, consciously, which connections are the most solid and rewarding, remembering, always…. that people do business with people. And, if the decision maker just knows the name of your company, as one of several on a list… and not you are the distinct differences that your company offers the client, then…. well…. that relationship is pretty soft.

Your thoughts,

Andy Ebon
The Wedding Marketing Blog