Profits and Prophets
From January 2007
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By Randy Bechtel
Pay-to-Play Marketing
How does a small-business owner, especially a professional services provider, find new customers?
Tricia Tequida believes she offers the best answer to this age-old question: “Network, network, network.” For six years Tequida and her Sacramento-based company, TNI Network, have helped business owners and professionals form and maintain commercial networking chapters. These groups of mutually supportive local business people pay a fee to help each other find and develop new customers. TNI chapters are in three states, including 15 in metropolitan Sacramento.
Chambers of commerce are heavily involved in political advocacy, service clubs are dedicated to philanthropy, and private clubs are focused on hospitality. Unlike these traditional networking organizations, TNI chapters exist solely to generate business for their members. Moreover, a chapter can admit only one member for each occupation, which means, Tequida says, “You’re never faced with your competition.” The list of occupations typical in chapters includes such odd bedfellows as business lawyer, massage therapist, CPA, carpet cleaner, investment adviser and skin care/cosmetologist.
The first rule of any chapter is that members patronize the businesses of other members when possible. Chapter members are also encouraged — and trained by TNI — to refer their fellow members to potential customers outside the club. Indeed, a chapter is firing on all cylinders when it becomes “a loyal sales force” working on every member’s behalf. TNI facilitates networking by providing a format for meetings, instruction on sales techniques and ancillary services.
It’s a formula that works, say members. Mark Beil, a Sacramento CPA, has been a member of the Arden chapter for five years and estimates his referrals from present and former TNI members totaled $200,000 in billings last year. “It’s something that takes a while,” Beil says, “but there’s no doubt you build lasting relationships.”
Cost of membership includes dues of $275 paid annually to TNI and the price of a weekly breakfast or lunch at the restaurant where your chapter meets. That’s true, anyway, except for the newly formed Douglas Ranch Chapter, which congregates Tuesdays at Piatti’s during happy hour. “I discourage cocktails until after the meeting,” Tequida says.
Chapters are listed on TNI’s website, although Tequida recommends that those interested consult her on selecting a chapter. Another option is to form your own chapter, which requires a minimum of eight members. However, all but a few TNI chapters have been initiated by people who were mortgage brokers and/or real estate agents, she says.
One notable exception was a woman who sold window coverings and lived in Pahrump, Nev., a town of 33,000 60 miles from Las Vegas. “She called me, and I told her, ‘I really don’t want to start a group in Pahrump.’ ” Tequida says. “Then I said, ‘Well, wait a minute. Who do you know?’ She replied, ‘I know everybody.’ I said, ‘How?’ She said, ‘Because I’m president of the chamber of commerce.’ I said, ‘All right, I’ll meet with you.’ Her group grew to 65 members in three months.”
Commercial networking might just have a future.
Pay-to-Play Marketing
How does a small-business owner, especially a professional services provider, find new customers?
Tricia Tequida believes she offers the best answer to this age-old question: “Network, network, network.” For six years Tequida and her Sacramento-based company, TNI Network, have helped business owners and professionals form and maintain commercial networking chapters. These groups of mutually supportive local business people pay a fee to help each other find and develop new customers. TNI chapters are in three states, including 15 in metropolitan Sacramento.
Chambers of commerce are heavily involved in political advocacy, service clubs are dedicated to philanthropy, and private clubs are focused on hospitality. Unlike these traditional networking organizations, TNI chapters exist solely to generate business for their members. Moreover, a chapter can admit only one member for each occupation, which means, Tequida says, “You’re never faced with your competition.” The list of occupations typical in chapters includes such odd bedfellows as business lawyer, massage therapist, CPA, carpet cleaner, investment adviser and skin care/cosmetologist.
The first rule of any chapter is that members patronize the businesses of other members when possible. Chapter members are also encouraged — and trained by TNI — to refer their fellow members to potential customers outside the club. Indeed, a chapter is firing on all cylinders when it becomes “a loyal sales force” working on every member’s behalf. TNI facilitates networking by providing a format for meetings, instruction on sales techniques and ancillary services.
It’s a formula that works, say members. Mark Beil, a Sacramento CPA, has been a member of the Arden chapter for five years and estimates his referrals from present and former TNI members totaled $200,000 in billings last year. “It’s something that takes a while,” Beil says, “but there’s no doubt you build lasting relationships.”
Cost of membership includes dues of $275 paid annually to TNI and the price of a weekly breakfast or lunch at the restaurant where your chapter meets. That’s true, anyway, except for the newly formed Douglas Ranch Chapter, which congregates Tuesdays at Piatti’s during happy hour. “I discourage cocktails until after the meeting,” Tequida says.
Chapters are listed on TNI’s website, although Tequida recommends that those interested consult her on selecting a chapter. Another option is to form your own chapter, which requires a minimum of eight members. However, all but a few TNI chapters have been initiated by people who were mortgage brokers and/or real estate agents, she says.
One notable exception was a woman who sold window coverings and lived in Pahrump, Nev., a town of 33,000 60 miles from Las Vegas. “She called me, and I told her, ‘I really don’t want to start a group in Pahrump.’ ” Tequida says. “Then I said, ‘Well, wait a minute. Who do you know?’ She replied, ‘I know everybody.’ I said, ‘How?’ She said, ‘Because I’m president of the chamber of commerce.’ I said, ‘All right, I’ll meet with you.’ Her group grew to 65 members in three months.”
Commercial networking might just have a future.
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