Batman and business

I know that there are plenty of Batman fans reading this. Those who aren’t fans of the man in black, do not fret: You can pick nearly any superhero in the Marvel or DC Universe, and you’ll notice that the heroes without genetic superpowers all have a tool belt or specialized gadgets to help them in their mission to protect humanity against evil.

Let’s get back to the Caped Crusader for a moment. If you pay close attention to Batman, he has a toolbelt full of valuable gadgets. He carries a grappling hook to climb tall buildings, is equipped with throwing stars or blades for self-defense and has various other tools that he may or may not need on his quest for justice. Every tool serves a purpose, empowering him to adapt to unexpected challenges.

Now, as professionals in the green industry — or any industry — especially in roles like management, sales or ownership, we need to have a million different tools, literally and figuratively, in our so-called “Bat Belts.” In this piece, I’ll focus on one indispensable marketing tool for your toolbox. Like Batman’s “Batarang,” networking is an invaluable tool that can help you scale walls to reach new clients, expand your influence and, ultimately, grow your business.

Networking: An Essential Tool for Growth

Networking. Should I repeat that word that can be intimidating for introverts? N-E-T-W-O-R-K-I-N-G. Yes, it sounds daunting, maybe even complicated, but I promise you it’s not. Networking is a skill every business owner, manager and professional needs to develop. It’s not just about meeting people; it’s about building meaningful relationships. You can connect with other business owners, gain referrals and find potential customers through networking. Plus, networking introduces you to potential mentors, advisors and allies who can share insights and offer guidance in your field.

Networking may be complex, but it’s easy to emulate when you surround yourself with skilled professionals who understand its importance. And the more you do it, the easier it becomes. It’s an art you refine over time, and the connections you create are invaluable.

Approaching someone you don’t know can be challenging. I always start by introducing myself and engaging in non-sales topics like family, sports or music. If I know where they work, I ask them to share more about their role or company. The key is to actively listen and keep the conversation focused on them, not yourself.

So, How Do You Get Started with Networking?

Networking comes in many forms, and what it looks like will vary depending on the group you join and the goals you set. But one thing’s for sure: It’s about putting yourself out there, talking to people and showing genuine interest in their stories and businesses.

I was a bit nervous when I first started networking, just like anyone new. Even as an outgoing person, I found it a little intimidating to approach a group of seasoned professionals. However, I knew that meeting people who could become clients, partners or mentors was a crucial step for my business. So, I jumped in, introducing myself and my business, and soon discovered that most people were just as eager to connect and learn about each other.

The Power of Business Networking International (BNI)

One of the most valuable networking tools I keep in my marketing belt is my Business Networking International (BNI) membership. Dr. Ivan Misner founded BNI as a global networking group where local business owners meet regularly to share referrals, offer support and exchange business tips. I’ve been a member of BNI for over 13 years, and it has been one of the most effective ways to connect with other professionals in my industry and beyond. BNI chapters exist in nearly every economically developed city, making it accessible no matter where you’re located.

I first learned about BNI through a client, a couple named Jennifer and James. They weren’t the most experienced business owners, but they left me with a lasting impression of BNI’s potential. Jennifer invited me to visit her group as a guest, and I was hooked. The rest is history. Now, I attend BNI meetings weekly, and they have become an integral part of my business strategy.

One of the unique aspects of BNI that makes it particularly useful is its one-person-per-profession rule. Each chapter allows only one representative from a particular trade to join, ensuring exclusivity. I’m the only landscaping expert in my group. This setup encourages members to refer business to one another, knowing that the group can serve as a reliable network for their services. BNI’s core philosophy is “Givers gain,” a principle Dr. Misner emphasizes. It means that you ultimately receive more in return by giving referrals, helping others and contributing to the group. In my experience, this philosophy has benefited my business and fostered a positive, supportive community of professionals who want each other to succeed.

Other Networking Opportunities and Groups to Consider

BNI has worked wonders for me, but it’s just one of many networking groups. You could join countless other professional groups, depending on your industry, interests and location. Here are a few examples of groups that might be worth exploring:

Chambers of Commerce: Nearly every city has a Chamber of Commerce, which offers events like business after-hours gatherings, sponsorship opportunities and meet-and-greet sessions. Local chambers are extraordinary for connecting with fellow business owners, learning about community initiatives and gaining exposure in your area. Many chambers offer additional benefits like discounts on business services or management resources. For instance, my local chamber offers Bureau of Workers Compensation management discounts — a bonus for our networking investment.

Industry-Specific Associations: Many fields have specialized associations hosting events, conferences and networking meetups. For those in construction, the Construction Builders Association is one option. Facilities management professionals might benefit from joining the International Facilities Management Association (IFMA), while property management experts could consider the local Apartment Managers Association. Industry-focused associations provide unique networking opportunities, often drawing people who understand your trade's particular needs and challenges.

• Professional Networking Groups and Meetups: You may also find success with more casual, interest-based networking groups. Websites like Meetup.com host countless events from entrepreneur gatherings to technology meetups. These networking events are excellent for those looking for a flexible, low-commitment option. You can attend as many or as few events as you like, making meeting various professionals across different fields easy.
• Volunteer Organizations: If you are a service-focused marketer, there are many groups that would suit you. Some groups focus on raising money to give back to a charity. Whether it is the Rotary, Optimists or a locally created group, volunteer organizations are a great way to build trust within the community you are supporting. I must ensure you understand these volunteer organizations are not primarily focused on receiving large amounts of business. These groups are geared toward giving back, and sometimes, you will receive some tangible revenue. Even if joining a volunteer organization doesn’t always generate income, it does give you a sense of service. In the long term, you will want to be known as a genuine person who loves to give back while expecting nothing in return.

Why Networking is Essential to Your Marketing Strategy

Networking isn’t just a social activity; it’s a vital component of any robust marketing strategy. I dedicate about 10 hours a week to networking, whether in formal meetings or informal meetups over lunch or drinks. These hours are crucial to my company’s sales and marketing goals.

Through networking, we generate leads and strengthen our reputation, establish credibility and gain insights from other professionals.

Without BNI and our local Chamber of Commerce, I doubt we would consistently meet our sales targets or expand our client base as successfully. Networking has been a significant factor in our growth, providing opportunities that no amount of advertising could replicate. It’s a tool in my belt that’s as essential as any gadget a superhero might carry.

So, if networking isn’t yet in your arsenal, maybe it should be. It might initially feel awkward, but with time and practice, it will become one of your most powerful tools for growth and success. Just as Batman wouldn’t face Gotham without his tool belt, no business owner should face the world without a solid network. So, get out there, connect and watch your business soar to new heights.

The author is co-owner of Brunner’s Lawn and Services in Dayton, Ohio.