Whenever I speak with a landscape designer or group of designers, the conversation inevitably turns to a discussion about marketing.

What I've noticed is we seldom discuss traditional networking as part of our overall marketing strategies. We talk more and more about "social networking" and building relationships online. What has happened to offline networking?

If I had to pinpoint one single marketing strategy that helped me grow my design firm when I first started, it would absolutely be networking. No other marketing strategy can give you a bigger return on your investment than networking.

Networking is a long-term strategy as well. Put the work in now and reap the rewards for many years to come.

You can network one-on-one with professionals like architects, and you can also participate in organized group networking. You should have a strategy for both.

Let's look at group networking.

By groups, I'm referring to organizations such as your local chamber of commerce, Business Networking International (BNI), Lions Club, etc.

Here are a few things to consider when thinking about joining a networking group:

* Does the group consist of potential clients or can the group lead you to potential clients? You need to network with the right people.

* "Givers Gain"--this is the motto of BNI. The more you add to the group and help others, the more you will receive in return.

* It will take a considerable amount of time, perhaps six months, before you earn the trust of other members and you start to see a payoff.

* Network with members of the group personally, outside of the group, to build quality relationships beyond the group.

* You need to be fully committed to the group. You will need to attend all meetings and be an active participant. You have to be "all in."

* Don't join a group, such as the Lions Club, just for the opportunity to network. You need to believe in the organization's goals first, then the networking and "payoff" will follow. It's all about being genuine.

Networking can take a lot of time but the payoff is huge.

If you are not currently participating in an organized networking group, I encourage you to identify ONE local group in the next week and schedule a visit within the next month.

Are you participating in a networking group? If so, what has your experience been? Let me know by replying to this email.

All the best,

Chris Heiler, Editor