For many, the word “networking” conjures images of forced smiles, awkward small talk, and thinly veiled sales pitches. It’s a word that can either spark excitement or make you want to “run the other direction,” as we discussed in a recent episode of the Moxie Creative podcast, “Networking 101: How to Grow Your Business Without Feeling Icky.”
At Moxie Creative, we believe that when done right, networking is a powerful tool that can dramatically change the trajectory of your business, introduce you to lifelong friends, and foster genuine community connections. In this episode, our team — Taylor (co-host), Kelly (co-host), and Mo (our “Moxie Mo” from the creative team) — shared their diverse experiences and actionable tips on how to make the most of networking without it feeling, well, icky.
For small business owners, solopreneurs, and aspiring entrepreneurs in St. Cloud, Minnesota, and beyond, this guide will help you embrace networking as a strategic, authentic path to growth and personal development.
The Genesis: Why Networking Matters
Kelly, a seasoned entrepreneur, has long championed the importance of community involvement and building robust professional networks. Her early experiences with networking groups, including BNI (Business Network International), taught her that while the immediate return on investment might not always be obvious, the long-term benefits are profound.
“Sometimes I can get impatient with networking because if I’m gonna take an hour out, I better get a client out of it,” Kelly admits, reflecting on early misconceptions. However, she quickly learned that networking is “farming, you’re planting the seeds, you’re getting your name out there.”
The true value of networking became deeply personal for Kelly during a difficult time in her life. The support she received from her BNI group demonstrated that these connections extended far beyond mere business referrals; they formed a genuine community. In referral-based networking groups (like the BNI model), professionals exchange referrals, but the core isn’t just direct sales. It’s about cultivating “cheerleaders” and an extension of your team who, once they trust you and understand your work, are eager to refer people within their networks.
For Moxie Creative, especially when we were a new company with a new name, networking was crucial. As Kelly notes, “St. Cloud is about networking.” It’s a community where connections are highly valued, making local engagement particularly impactful.
Diving In: Different Flavors of Networking
The Moxie team participates in various forms of networking, highlighting that there’s a fit for everyone, regardless of their comfort level with public speaking or direct sales pitches.
1. Referral-Based Networking Groups (e.g., BNI Model)
- Structure: Typically feature one person per specific industry, meeting regularly (often weekly). Members exchange referrals and provide “sales pitches” about their services.
- Benefits:
- Direct Business Generation: While not always immediate, consistent participation can lead to significant referrals.
- Cultivating Cheerleaders: These groups become an extension of your sales team, advocating for your business within their networks.
- Trust Building: Regular interaction builds deep trust among members, making referrals more likely.
- Confidence Building: For those initially shy, the consistent practice in a safe environment helps develop public speaking and presentation skills. Taylor, who initially felt “insane” joining a group while postpartum, found it significantly boosted her confidence in talking about Moxie and her personal brand.
2. Community-Focused Networking (e.g., Chamber of Commerce)
- Structure: Larger, more open-ended gatherings, often weekly or monthly, that focus on connecting local businesses and community members. Mo Philippi, our “Moxie Mo,” is a regular at the St. Cloud Chamber Connection.
- Benefits:
- Broad Exposure: Meet a large number of diverse business owners and new ventures.
- Community Connection: Become ingrained in the local business fabric, fostering a sense of belonging.
- Low-Pressure Environment: Less emphasis on direct referrals, more on general relationship-building.
- Learning Opportunities: Hear announcements, testimonials, and gain insights into local happenings.
- Flexibility: Mo highlights that he’s “never in a rush to leave” these events, allowing for organic conversations and deeper connections post-meeting.
3. Industry-Specific Groups (e.g., Advertising Federations, Professional Associations)
- Structure: Organizations centered around a particular industry, offering professional development, shared resources, and networking among peers.
- Benefits:
- Professional Growth: Learn from industry experts, stay updated on trends, and gain new skills.
- Peer Connections: Build relationships with others who understand your specific challenges and opportunities.
- Collaborative Opportunities: Potential for partnerships and joint ventures.
- Personal Branding: Enhance your reputation within your field.
4. Board Memberships & Volunteerism (e.g., Non-Profit Boards, Civic Committees)
- Structure: Volunteering time and expertise to non-profit organizations or civic committees.
- Benefits:
- Community Impact: Give back to causes you care about.
- Leadership Development: Gain experience in governance and strategic planning.
- Authentic Connections: Build relationships with like-minded individuals outside of a direct sales context.
- Reputation Building: Showcase your values and commitment to the community.
Making Networking Work: Practical Tips
To grow your business through networking without the “ick” factor, consider these tips from the Moxie team:
- Be Patient – It’s a Long Game: “It’s about farming, planting seeds.” Don’t expect immediate sales from every interaction. Consistency is key. Showing up regularly, even if you don’t close a deal right away, builds trust and keeps your name top-of-mind.
- Focus on Giving (Givers Gain): Adopt a “givers gain” mentality. Prioritize helping others and referring them to relevant contacts, even if there’s no immediate benefit to you. This builds goodwill and often comes back to you tenfold.
- Jump In and Get Uncomfortable: “The more that you put into it, the more you’re gonna get out of the networking.” Don’t just sit by your friend. Challenge yourself to talk to new people, especially those who look new or nervous. Everyone is often in the same boat.
- Listen More Than You Talk: Understand the needs of others. Ask about their business, their challenges, and how you might genuinely be able to help them.
- Be Genuine and Authentic: People can see through transactional motives. Be yourself, share your story, and focus on building real relationships. Authenticity builds trust.
- Leverage All Platforms (Strategically): Understand where your target audience congregates, both in-person and online. Choose the platforms that best suit your business and personality, then engage consistently.
- It’s About Personal Growth, Too: Networking isn’t just for business; it’s for personal development. Stepping out of your comfort zone, improving your communication skills, and connecting with diverse individuals can be incredibly rewarding.
Tune In and Get Inspired
Are you ready to transform your networking approach from “icky” to impactful? What’s one networking tip you’ll try this week to cultivate new connections and grow your brand.
