Not finding that 4N is working for the business - are we too niche a specialist service for 4N?

Just noticing how defensive all your responses were - and how quickly many of you were to judge Molly. She reflected on her experience and asked a question which was fair enough. Glenn, that's hardly condemning a system! Few people would deny that networking takes time and effort, but let's be frank and admit that it may not work for every individual and every business, and that the success of a particular model/group/region also depends on other factors such as the number of people who attend meetings, the quality of leadership there, as well as the nature of the business and type of clients sought.

For the record, I'm also offering a niche service and prefer to work locally so my networking is restricted to NW London. I've been 4N for just a few months, since the Finchley branch was launched and I haven't yet decided whether I'll be renewing membership. I agree that it takes time to build relationships but frankly, I've picked up more referrals from subbing on a one-off basis at other networking events than at 4N. I have found a lovely massage l lady (Samantha Griffin), met a couple of people who I may share leads with in future, and enjoyed the social side. And in case you're wondering, yes, i have done a 4sight and contributed a little to the forum and  passed on leads to other members so please don't accuse me of not making an effort.

Molly, my advice is to experiment with different forms of marketing and networking and find the strategy that works for you and your business. No generalisations, no ra-ra corporate cheer-leading, and certainly no criticism of you or anyone else who chooses to allocate their resources elsewhere.

Stick at it.....it works!

Quite agree Juliet. Does anyone really want to invest more time in something that is not working for them? It could well be that Molly gets a long term investment but only she can see, by comparison, with all the other marketing methods, whether networking is a good return on her time and effort.

Could be that direct marketing to those with needs, estate managers, letting agenices, insurance companies, hotels, pubs etc could be a faster return as yes, its possible to get a referral into any or all via networking but its much more random than knocking on their doors yourself.

I do love this forum, but the pitching in with the seemingly corporate message about sticking with it and moving around venues when many of those that have done this and then give up looks flawed logic to me.

So why don't we see more builders, building services, trades people, painters, decorators, electricians etc ...?  That's because these people get up early and go to work, and fortunately we fall into this bracket, we fall under the labourers bracket.

We've also been to many 4N meetings up and down the place, from Fleet to Staines, so its not based on location for us.  80% of our clients are based in London, but we have travelled to Wales and the South Coast before, so we are already covering a large area.

We stopped going just because the work loads have increased and we cannot be in two places at once, which is good news for us, and we are growing using other marketing techniques, we need to grow the business. We predominantly do alot of our inspections and surveys first thing in the morning before people start going to work, and at the end of the evening when people start coming home.

We've built up a good circle of friends from 4N which we are truly happy about this, all our new friends have been a blessing to us and have given us valuable business advice, they will remain personal friends even when we have stopped our 4N membership.

Juliet - your feedback hit the mark with me.  You're right, I wasn't condemning 4N at all, its worked for loads of people, and as Brad said in his message, we did get one job out of it, and a number of other referrals too (unfortunately on those we were soo busy so we didn't do that piece of work - shame, but if your diary is full of clients, you don't bump them off)

We have a lovely marketing chap we know, who gave us the leg up we needed when we needed and we've just gone from strength to strength with our marketing, getting more clients through leaflets which we designed, unfortunately we were not able to use a 4N printer as they all were charging huge amounts, we had to google someone, and they produced quality leaflets for us.

Antonia, we've pavement pushed leaflets into estate agent offices, shaken enough hands LOL ... and this too works for us.

Pitching was an issue when we stated on this road, we've narrowed down what we want to market now, its working for us.

All I'd like to say now is thank you all so much for your feedback, very varied as I expected, and I do miss those early morning breakfasts on plates, now I have to go and find cafes at 6am and get take out coffee and bacon sarnies - life isn't too bad.  Wouldn't have it any other way to be honest with you.  All our technicians love what they do, they are good at what they do, maybe one day I'll be in a financial position to send them out to all the 4N meetings to meet up with you all, wouldn't that be a treat!!!

Keep on responding if you wish.

Your doing ok Molly

Kev

Molly i personally wish you all the very best for the future.. But hey you can still network for free on line :)

Gemma

Hi Molly,

My experience is that 4N is definitely a slow burner. Like others on here it was about 6 months before I started getting any clients from it. Then I got 3 in 3 days and since then it's been my best source of work.

So I think 7 meetings is too soon to say it doesn't work. But getting the benefits does take time and if you're getting good, fast results from other marketing then great!

Alison

I didn't mean to take a defensive corporate line, I just interpreted the discussion as being about how a niche business could use the network rather than if they should but absolutely put your effort where it gets the best results.

So, you don't agree with what I said!  Yet I used a term based on what was said in the OP message.  Condemn = to judge or pronounce to be unfit for use or service.

Does not work?  Yet she had 1 job out of it!  Not sure what you are trying to say?  The only reason networking does not work for people is down to the people themselves!  Shocking!!!  I see there is no consideration that the reason they may have become busy, is because they have developed more by going to networking events and now have a better sales pitch?

Juliet, also 7 meetings and 23 posts and you feel this is a fair way to judge 4N?  The referrals from the other networking group, have you not thought that they may just be offered so that you feel it is worth your while joining?  genuine question.

Once again people are focusing on networking is about getting work from within the network!  Wrong approach altogether!  Build your network, learn from it, use it, refer work to it and in turn it will come to you as well.  

I have a client who I have now introduced 6 other businesses to, anytime they now have an issue, they get in touch with me.  Because of my network, I generally will know someone who will be able to help them out directly.  This works very well as I have helped the client on many occassions now, I know more about the issues they face.  I also have a number of other companies now openly looking for opportunities for me as well.  That is networking, not walking into a room and saying, hey look come and buy what we offer.

Those of us with a so called corporate message, have it because we know it works.  

Antonia, flawed logic?  Not sure how you come by this or if you have picked up the wrong message.  It should not be about moving around venues but visiting venues on a regular basis.  Going to a venue once and expecting work from it will never happen.  To make the most out of any 4sight, you should ideally go back again the next fortnight after the initial 4sight, so you can reinforce the message and you may find you get 1-2-1's off the back of it.

Jumping straight in with it must be 4N that is not working, rather than after 7 breakfasts looking at the messages you give out, should be the first stage is not logical to me.  It is as bad as running an advert in the local paper the once or sending an email to a potential client who did not respond or walking into someones office and leaving them with some brochure etc... and when nothing happens, you blame the method.

Sorry, can't respond to all the points raised but the ra-ra corporate thing I mentioned was about this knee-jerk need to defend the 4N networking model.  I'm a huge fan of networking per se. People who know me personally will vouch for the fact that I am always putting people in touch with each other, for both personal and professional purposes. I don't need to be convinced that networking makes the world a better place. 4N is just one way of networking, which has its pluses and minuses. If it works for you, great. If it doesn't try something else. Live and let live. Wishing you all well.

Must just add that I find the score-keeping (7 meetings, 23 posts etc) really insiduous. It's not the number of breakfasts that I eat that makes a difference to the relationships I build. In my opinion, it's impact rather than numbers that matter. Don't turn up at meetings and post on the forum and expect work to come your way. Similarly, one meeting amd one meaningful encounter can make all the difference. Don't judge me or anyone else by the stats.

So how else do you propose you measure the success of the networking you do?  If you don't measure the number of times you have been and then make a decision it is not for you, how do you measure that it is not for you, what criteria?  I can understand the personal issue side, being too busy or childcare etc... just not sure why you can say on the one hand that you build relationships and yet on the other, you feel relationships are built after one meeting (can happen but very rare).

So are you saying your approach is to keep going until you find the meaningful relationship?

You see it has score keeping, I am just putting something there to use has a point, you know something to measure against when making the point.