THE VIRGINIAN-PILOT
Copyright (c) 1997, Landmark Communications, Inc.
DATE: Friday, January 31, 1997 TAG: 9701290134
SECTION: CHESAPEAKE CLIPPER PAGE: 06 EDITION: FINAL
TYPE: COVER STORY
SOURCE: BY JENNIFER C. O'DONNELL, STAFF WRITER
LENGTH: 118 lines
ONCE A MONTH, Jim Maher, Kay Davidson and other Chesapeake businessmen and women finish their regular workday, then head to a group get-together off Military Highway.
No, it's not happy hour. These local, small-business owners are getting together in effort to survive - to network.
For a little more than a year, members of the Chesapeake business community have had the opportunity to meet and discuss their respective jobs and professions and to hopefully, recruit clients and expand local contacts. The group, Network Chesapeake, was started by Craig Bertenshaw, fleet and leasing manager with Cavalier Ford, where all the monthly meetings take place.
Bertenshaw started the networking group because, at the time, the only such groups in existence included businesses from all over Hampton Roads. Bertenshaw believed Chesapeake business owners were more likely to benefit from a networking group that was unique to their municipality.
Members of Network Chesapeake agree.
``A lot of people really enjoy doing business in their own locality,'' said Gary S. Anderson, president of AEI Risk Management Services, a computer security and data recovery business. ``I would rather buy out of my local community if I can. You know then, that you've established a relationship.''
The network has grown considerably since its beginnings a year ago. Bertenshaw estimates that a typical meeting brings in about 40 members, although some meetings have attracted 70 or more.
The regular members all know each other, and have, in some instances, established friendships as well as working relationships. But most agree that the monthly meetings are not so much a time to socialize with old friends as they are an opportunity to meet future business contacts.
``I have a 20-card rule,'' said Anderson. ``I don't hit the buffet table until I've received 20 business cards from people I don't know.''
It's that sort of dedication that has made the networking group profitable for Anderson and other members of the group. At a recent meeting, nearly every established member of Network Chesapeake said the contacts they established through the group had brought in business.
Maryglenn Huffman, co-owner of Upholstery & More, is one such member. Huffman began attending the meetings last summer, and while she admits she has referred more business to other members than she's received, she said she is happy with the organization.
``I just took a chair back to a customer I hooked up with from the network. It was a small job, but I was glad to do it because it will generate more business,'' she said.
While Huffman is just now personally benefiting from her networking with the group, other members said that their business probably wouldn't survive without the assistance of Network Chesapeake and other groups like it.
``This is how I advertise,'' said Jim Maher, president of the Crystal Group, a company that specializes in business promotions. ``At least 50 percent of my clients come from networking.''
Most who try the network remain to attend future meetings. But Bertenshaw said some business people have found the whole process of networking intimidating.
``Anytime you do something for the first time, it's hard,'' said Bertenshaw. ``But after a while you begin to really feel comfortable.''
If anyone knows how to work a group, it's Bertenshaw.
``I typically get about 1,000 leads and/or referrals over the course of a year,'' he said. ``Three or four come in daily.''
Bertenshaw's expertise on the subject has proved beneficial to him in more than one way. He is frequently asked to speak to local companies and sales organizations on the benefits of networking and he even has a videotape, Unlimited Referals, produced by the local Fox Television Network, on the subject.
For beginners, Bertenshaw offers the following advice.
``Make your introduction in the first seven seconds,'' he said. ``Introduce yourself, then quit talking about yourself and ask the other members of the group questions about what they do and how you can help them.''
Follow-up letters and thank-you notes for leads or referrals are always a good idea, Bertenshaw added.
Other members of Network Chesapeake encourage potential networkers to remember a few other simple rules.
First, just get involved.
``I make myself come and enjoy it,'' said Huffman.
``I think it's just a matter of perseverance,'' said Mark Garvey, owner and president of Prestwick Review, a telephone and utility audit company. ``It's a matter of building relationships and sticking to them.''
Second, strive to send leads to other businesses before they send business to you.
``When I know what another member does, I can refer business his way,'' said Anderson. ``Once you refer business to someone, they will always remember you.
Or as Bertenshaw puts it, ``If you help someone, it's impossible not to help yourself at the same time.'' ILLUSTRATION: Color cover staff photo by MORT FRYMAN
Ed Huffman and his wife, Maryglenn, own Upholstery & More and are
members of the networking group, which has attracted about 70
members.
Photos by GARY KNAPP
A typical meeting of Network Chesapeake at Cavalier Ford on South
Military Highway brings in 40 or more members.
Network Chesapeake founder Craig Bertenshaw exchanges small business
contacts with business owner Kay Davidson during the group's most
recent monthly meeting.
Graphic
WHERE TO NETWORK
Network Chesapeake meets the second Tuesday of every month at
Cavalier Ford off Military Highway from 5:30 p.m. to 7:30 p.m. For
information, call Craig Bertenshaw at 424-1111.
Business over Breakfast, a networking group for business owners
and executives. Schedule varies. For more information, contact Jim
Maher at 436-0786.
The Master's Table, a networking group for business owners and
salespeople who depend on commission, meet at Town Point Club in
Norfolk once a month. For details, contact Jim Maher at 436-0786.
Business after Hours, sponsored by the Chamber of Commerce. For
details, call 622-2312.