Inspiring NetWorkers

By Mark Sturgell, Great Lakes Bureau Chief    Email article   RSS feed  

The Inspired "Sub"

So you have joined a networking group, paid the dues and made the commitment to attend the weekly meetings. But you soon realize that you cannot attend every week - a key membership requirement. What now? Can you find a substitute - a "sub" - to go in your place? What does that mean, "in your place"? What should it mean? Is finding the "right" sub something you should treat lightly? Do you belong to a networking group that requires attendance? I hope so. Without regular attendance you cannot really be a good referral source, friend or anything else. Without shared time, space and information others cannot really know you, and they won't be very good referral sources, defeating your purpose for joining. How should others measure your commitment to the common cause if you are not present and if others cannot depend on your active participation?

Sometimes, of course, you cannot be present. Then what?

The vital role of substitute

You could call me a "professional substitute." More importantly, I believe the people I sub for and the other members of the networking group in which I frequently substitute would say I am an "Inspired Sub". I have earned the distinction and can say it with pride because I play an important role in a local network and in the life and business of several members of that network.

A half dozen people like how I represent their best interests in their absence. They have put me at the top of their list to call as a sub. I appreciate their calls. Even more, I appreciate those opportunities when I can say "yes" to their request to "take their seat" at a network meeting. This month I want to explore, celebrate and encourage the value of "Inspired Substitutes", which you should consider as a vital role if you are an Inspired Networker yourself.

A Sub needs standards

I sub for people when we both know that I can tell their story in a way that will attract positive attention and referrals. There are three kinds of people for whom I sub. If I was looking for a sub, I would look first at people who fit into one or more of the following groups as well.

1. Networkers who count me as a loyal, delighted customer. Who better to represent you than someone who has benefited most from your products or services?
2. My own customers. I am a Certified Business Coach. I come to know my clients and their businesses intimately. How many of your customers know you well enough to represent you admirably at your networking meetings?
3. People who I have come to trust and respect implicitly. I know a mortgage lender who I have known for several years and I can recommend her without reservation. In fact, when I do recommend people to her business I tell them that she is a person of the highest integrity and values who will look out for YOUR best interests. She benefits from my highest praise. Who would say the same about you?

You are a customer. You have customers. You know people of high integrity and (I trust) others hold you in that same high regard. When you are choosing subs, use these same criteria for the best results - carefully selected individuals who know you and your business well enough to tell your story in a compelling manner. Choose people who you trust, and they trust you. Choose people who share your values.

Why be a sub?

I currently do not belong to a networking group that requires weekly attendance because the nature of my work keeps me from attending regularly. In fact, it has been two years since I belonged to a group that meets weekly. However, I sub for others regularly when I am available. In fact, some people will arrange for me to take their seat weeks in advance. I make sure the relationship pays dividends for both of us.

What do I get out of it? I enjoy the people, obviously, or I wouldn't be involved at all. The groups I attend are always gracious enough to allow me to speak briefly about my own business, too. This is a great benefit. There are nearly always other people in attendance who have been my clients and they always praise my work publicly to the group. There are nearly always other people at the meeting who WANT to be my client or know someone else who might. In fact, I have garnered two new clients from my last three substituting opportunities, which are valued at $10,000 to my business!

Choose wisely

Do not take lightly your need for someone to fill you seat at the referral table when other priorities keep you from your networking group. Do not wait until the week or day before your meeting to arrange for a substitute. Choose someone who knows you well, knows the benefits of your products or services because of personal experience. Choose someone who will represent your best interests and will appreciate the fact you have considered their best interests by giving you the opportunity to attend your networking group in your place.

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