Myths of networking can become stumbling block

You join a networking club, attend six times and still receive no leads, referrals or business. What's the point? Network-ing might be wasting your time if you are operating from one of the four networking myths.

Myth No. 1: Any club will do

You might have to experiment to find the right fit. Ruell Chappell, president of Music & Sales on Hold says he is discriminating about what organizations he belongs to. Chappell is a member of Springfield's Best and the Executive Breakfast Club. "We are clear at these two organizations that we are there to build relationships, refer each other and get business," he said.

Stacy Boysen-Krauck, a Web design consultant for Atlas Communications, is new to networking. "I'm in four organizations, but I'm trying to find the ones that work best for my industry. My goal through networking is to build alliances with companies that have the same target market but are not in competition with each other."

Besides business groups, Boysen-Krauck is involved with several nonprofit organizations including The Castle of Springfield and the Child Advocacy Center, stating that she uses networking to fulfill both business and community needs.

Myth No. 2: Joining is enough

Being on the membership roster isn't going to result in sales. Stephanie Or-man, the director of sales and marketing at Associated Video Producers says that joining an organization is not enough. Orman, the founder of Springfield Business Connection, is also a member of Sunrise to Success, League of Women Voters, Executive Women's Club, Asso-ciation for Women in Communication and Springfield's Best. Orman says good networking means being consistent and trustworthy.

Chappell agrees. "There is no power in referring if you can't be trusted to provide ethical services. Another myth is that this stuff happens with no work at all not just the time it takes, but also the strategy involved. If it isn't a win-win-win, it shouldn't happen."

"You need to follow up, otherwise you make the person who referred you look bad. It all boils down to developing relationships, not just exchanging cards," Orman says.

Myth No. 3: Networking doesn't involve strategy

Networking is not only a social event, Boysen-Krauck says. It's a method to get your message out to several companies at one time. "Don't go without an agenda or motive. If your only motive is to meet people, great, but if you have an agenda to inform businesses about your products and services you will make it a productive time for everyone."

"Many people do not utilize the power of effective networking," says Paula Dougherty, a financial advisor for Amer-ican Express and the treasurer of Al-liance, the hub of all Springfield women's networking groups. Dougherty is a founding member of Sunrise to Success, a women's networking organization and the chair of the Alliance of Professional Women, an organization that is hosting a networking seminar open to the public Oct. 18.

"This seminar is to help others understand how to create strategies that work for them and become comfortable in it," Dougherty says. She adds that the most important strategy is to become a resource person. "The first person I think of to put me in contact with someone else is Stephanie Orman. She is a resource person."

Dougherty says that if you understand someone's business well enough, then you can learn how to help that person and as a result you will create top-of-mind awareness for yourself.

Myth No. 4: Networking is self-centered

Dennis Donohoe, a research and development specialist with LCS Kleen-Aire, a member of Springfield Business Con-nection and Springfield's Best, emphasizes that networking is relationship building. "I think it's the word networking' that confuses people. They go to these events, meet someone for the first time and try to get their business. They don't realize they need to become friends and build relationships first."

Orman readily agrees. "If I can help someone else, it makes me feel good. When they meet someone who needs a video or a CD business card, they will refer me because I have helped them."

(Marlene Chism is president of ICARE Presentations in Springfield.)