Why consistent attendance matters for networking success

Many of you reading this will know me. I established Your Business Matters in 2017, before which I had a franchise successfully running eight networking groups for the Women in Business Network. I chose networking because – even in my corporate career – I’d seen the power of relationship-building and the amazing things that can happen when you bring the right people together.

Since establishing my own networking groups, I’ve seen many collaborative relationships and strong networks bring about fantastic results. In my recent blog, Networking: Is it Worth Your Time? I share some of these wonderful success stories.

The power of the groups I run comes from the great relationships built within them. People invest time and money in their businesses, and that investment means they make business connections that make a real difference.

My groups have always been membership groups, which means you pay a membership fee as well as a fee for each meeting. This means you know who you’re likely to see and get to know each other well. This is incredibly important for building strategic partnerships or trusting someone enough to make business referrals.

I always encourage members to make the most of a variety of networking groups – including those in which you can just drop in. However, I have found that membership groups tend to be more productive because people reliably attend and build stronger relationships.

The Power of Consistent Attendance in Business Networking

In marketing, we often talk about the power of Know, Like, and Trust. The idea that – all things being equal – we’re more likely to buy from the person we Know, Like and Trust.

Your attendance in your networking group is a valuable opportunity to establish this level of understanding with those in the room. You’ll be seen consistently, and other members will hear your consistent message. You’ll build personal relationships through conversations over lunch and one-to-ones outside the meeting, and members will get a much broader and deeper view of you and your business, which is built over time.

• Having people see you regularly, they will recognise you and your message. Equally, seeing you regularly will mean you’re not far from their minds when someone asks for a recommendation.
• Through these regular meetings, you’ll develop deeper connections and be able to identify potential collaborators, establishing shared values and ideals.
• By staying up-to-date on opportunities shared within the group, you’ll be able to support other members with great connections as well as benefitting from the same yourself.

The Challenge of Missing Meetings:

It’s inevitable that you will sometimes miss meetings. Whether you have other work or family commitments, illness, or holidays, there are some things that will take priority over your networking meeting. I do find, though, that because my members know of our meeting dates in advance and have made a financial investment, people do their best to book around meetings.

For some people, committing to regular attendance puts them off joining membership groups. These are often people who feel they should be networking but don’t understand that benefits will only be gained through building relationships. If the meeting is right, the return on their invested time and money will be well repaid.

Those members whose attendance is lower certainly don’t see the same results from groups:

• Missing opportunities to connect with new members and visitors.
• Having less regular time with existing connections can weaken their relationships.
• It can also create a perception of unreliability which will impact other’s view of you and your service.

If it is impossible for you to attend a meeting, here at Your Business Matters, we offer two options:

Invite a substitute

Offering your place to someone who knows you and your business well will benefit everyone – you, your sub and the group. You will benefit from having your visitor give their view of your work, your sub will benefit from trying the meeting and making new connections, while the rest of the group will benefit from meeting them. Inviting a customer or client to visit your networking group can be a wonderful ‘thank you’, giving them an opportunity to promote their business with new people. If you do invite a substitute, make sure they know what to expect from the meeting and can represent you and your business well in your absence.

Visit another group

If you can’t get someone to sub for you, at Your Business Matters, we offer you the chance to visit another meeting – as long as you aren’t locked out of the group. Visiting other groups is a benefit of being a member anyway, so we’d always encourage you to do this even if you aren’t missing a meeting!

Making Business Connections – Stronger

Consistent attendance at your networking meetings and active participation in your group will make all the difference when you’re hoping to find your ideal clients through networking, building strategic partnerships for your small business, and making referrals to others in the group.

As an established member of the group, you’ll build a stronger reputation and grow your network. I encourage all our members to prioritise meeting attendance; it’s a real investment in your business growth.

If you’re looking for a networking group you can invest in and that will bring you the rewards your business needs, come along for a visit – we’d love to meet you.