Last week I met with someone from a networking group. They mentioned that they are currently reviewing leaving the group due to lack of success. I knew that they wanted to meet with me regarding my lack of referrals. I have discussed their services with a few clients but there was no interest at the present time. This is not a service that can be forced.
But, I have also felt that since they became a member that their message has been unclear and constantly shifting. They did agree that this was the case. So I suggested that they change their goals for the group. I may have been able to explain their services back to them, but I believe that others may have a more difficult time.
With I did suggest was a paradigm shift for this company. If they did not look at the group as a referral group but instead into a marketing focus group that they would get better results. They need to develop a singular message that can be fine tuned to market their company. They also need to find a “disturb” to get the mid sized companies they are targeting a reason to move. The enhanced information, in and of its self is not a reason for an owner to want to spend their money.
But with the group they will have the same people every week and they can strategically test their new message every week till they come up with one that works. Or they can leave the group save the money and work on their message in another way.