Small Business is Not a Popularity Contest

Running a business has to be one of most invigorating things you can do in life. You are constantly learning, moving, networking and as a friend of mine likes to say "influencing people". However, it is hard work. And trust that when I say hard, I mean it will be the most difficult job you will ever hold.

However, many business owners get caught up in this initial rush. They fall in love with handing out business cards with the title CEO in bold black letters. They spend so much time "networking" that they never actually do business. Or the business turns into just an excuse for socializing. Anyone can throw a party or go to a networking meeting. But do these events contribute to your bottomline which is long-term profitability.

Popularity Contests:

The most well-known popularity contest of all time occurs in, yes, High School. So below I have profiled four business types in accordance to the popularity index of 12th grade.

1. Cheerleader - You are involved in every social group known to man. Your calendar has you attending luncheons, charities, political rallies, art openings, dance clubs, and mentoring programs. You are probably even the President of at least three of the groups you join. Your picture or name is in every entertainment newspaper in your city.


2. The Jock - If the networking event has anything to do with sports, you are there. You boast that the most important transactions take place on the golfing course, but have yet to prove the theory. You are always looking for a way to get front row tickets to the best football and basketball games. You have been known to pass these tickets to potential clients in the belief that it will make them loyal customers.
   


3. The Geek - Computers and the Internet are your life. You are a regular in chatrooms, on message boards, and within the comment section of most blogs and news articles. Your "Username" is recognized everywhere (and sometimes even respected) but nobody knows your real name or real job. You have an opinion about everything and will voice it all over cyberspace if you think its important enough.
   


4. The Unknown - A.K.A. a wallflower or online, a "lurker". You show up at events but you really dont participate. You distrust smiling networkers who are always working the room; they cant really be that happy about being here. You read the newspaper and even read blogs religiously, but don't ever write the editor or leave a comment. Whats the point?

So which high school student represents you?

I have to admit I'm a combination. I have been known to be a cheerleader but recently I just dont have the time. I also could fit quite snuggly in the geek category. I know when I first caught the entrepreneur spirit, I thought I could do business and network completely online. Looking back, I didnt get much done.

Now, realize I wrote the four profiles with tongue in cheek. I am not ragging on any personality type. What I'm trying to do is open your mind to how you can easily become unfocused while doing business.

Take the cheerleader for example. Heck, I admit I'm jealous of these folks; if only I had their connections. They are masters of networking. However, for these business types there is a point where too much socializing can unfocus your vision. If the events you are attending have nothing to do with your business and better yet, dont attract your target market, you may not be prioritizing your time.

For you jocks, not every deal is made at hole 18. In fact, unless you are at a sporting event with THE decision maker, nothing probably will. Yes, games are a great way to mingle and get customers to relax. But unless you FOLLOW-UP on the relationship fostered socializing, you've wasted your valuable time. So the next time you invite John to a Bengals game, make sure to call him afterwards to schedule a meeting to talk business.

I "heart" geeks (being an undercover one myself). But for those who jumped on the digital train head first, remember that there is only so much business you can do online. At some point, people want to deal with a human being. Don't allow online networks to deplete you of all your social skills. Set time to attend local networking events or call your clients to see how they are doing. You will be surprised by how much more attention you will get when people realize that you are both smart AND socialable.

For the unknowns, there is not much to say. It's like this. You will only get customers once they know you exist. If you don't speak to people at events (if you attend), professionally network, or become an expert in your field, the odds of people hearing about your business is nill. You don't have to become a "cheerleader", but you still need to GET INVOLVED!

The point is that networking needs to be focused and planned. This balance between networking and business can be met if you apply the following principles to your social agenda.

1. GET OUT from behind your computer screen. You may be ignoring a huge market segment that may not be found on the Internet.
2. CHOOSE the events or groups you want to join strategically. Make sure they are related to your industry or at least gets you near your target market.
3. FOLLOW-UP. If the event is more social than business make sure to follow-up with the people you meet afterwards. Do not expect them to become loyal customers just because you rubbed shoulders on the green.

Hopefully these tips will help grow your business while still making room for fun. In fact if you have any suggestions for creative networking, please share them in the comment section.