b2b networking

So, what exactly is My Pinnacle Network?

An honest look at the meetings, commitment and connections

There are plenty of networking groups out there. Some meet every week. Some require referrals. Some involve standing in a noisy room, handing out business cards and hoping you remember who does what when you get home.

My Pinnacle Network—or MPN—is a little different.

MPN is an online networking organization exclusively for B2B business owners and professionals. We meet once a month because networking should help you grow your business—not become your second job.

Still need a better understanding of the group? Here’s the skinny.

Who belongs to My Pinnacle Network?

Every member is either a business owner whose company works with other businesses or a B2B professional.

Many MPN members have more than 20 years of experience in their fields. They often belong to other networking groups and chambers and have developed expansive professional networks.

That matters.

When an experienced member offers to connect you with someone, it’s usually a warm, well-considered introduction—not a name pulled from a database to satisfy a referral quota.

How is MPN different from other networking groups?

First, we’re B2B only.

That creates a roomful of people who travel many of the same professional lanes. A bookkeeper, for example, may have more natural opportunities to introduce a CPA, business attorney or commercial insurance professional than someone who works primarily in residential real estate.

Second, we meet online once a month for 90 minutes.

Weekly networking groups can begin to feel like a full-time job. MPN was created for busy professionals who want to build productive relationships without surrendering half their calendar.

Third, there’s only one member per professional category. Members can build relationships without networking alongside their direct competitors.

What happens during a typical meeting?

Each meeting begins with introductions and announcements about MPN programs, networking events and upcoming webinars. Members can also share events and resources with the group.

Next comes a presentation, usually from a member, although we occasionally feature an outside speaker. Featured speakers have 10 minutes or more to help members better understand their businesses and the opportunities they’re seeking.

Then we move into member check-ins.

Members generally have about two minutes to state their name and business and explain how they help clients. We encourage stories rather than sales pitches because stories make it easier for other members to recognize similar situations outside the meeting.

We also use themes to keep the check-ins interesting. One recent question asked members to choose the walk-up song for their business—the song a stadium plays before a batter comes to the plate—and explain why. That one was a hit.

No buzzer. No alarm. No being cut off in the middle of a sentence.

Guests can participate in the theme if they choose.

After the check-ins, we hold an open forum. Members can raise a business question, float an idea or ask for suggestions about a challenge. When you have a roomful of experienced business owners and B2B professionals, it makes sense to tap into that collective brainpower.

We typically finish with random breakout rooms. The people paired together are encouraged to schedule a one-on-one conversation before the next meeting.

What is the time commitment?

Members are expected to attend at least 10 meetings per year, arrive on time and remain for the entire 90-minute meeting.

We also encourage members to conduct at least one one-on-one between meetings. Many active members do two or three.

A realistic monthly commitment might include:

• One 90-minute meeting
• About 30 to 60 minutes preparing your check-in
• One or two one-on-one conversations
• Follow-up after those conversations and any introductions

Altogether, an engaged member could spend about five hours a month on MPN.

Possibly more—particularly if it’s going well.

What should members say during their check-ins?

The goal isn’t to sell to the room. It’s to teach the room how to recognize an opportunity for you.

Rather than saying, “I’m a public relations professional looking for small-business owners,” a member might share a story about a specific client, problem and result.

One MPN member discussed a campaign his firm created for a Martha’s Vineyard fudgemaker. To mark the 50th anniversary of the release of Jaws, which was filmed on the Island, the firm helped develop and promote a special Shark Bite fudge.

The campaign generated coverage from local newspapers and local and national television outlets.

A business coach in the group remembered the story. He thought that kind of creative approach could benefit a relatively new coffee roaster in Shirley, Massachusetts, and made an introduction.

The coffee roaster became a client and has since received coverage in newspapers, trade publications, podcasts and on local television.

That’s what effective networking looks like: Listen to the story, recognize a similar opportunity and connect the dots.

How does MPN help members make better introductions?

Members can use an optional one-page referral guide that explains:

• The people they would like to meet
• Their best referral sources
• The situations and phrases to listen for
• What another member can say when making an introduction

For example, if someone says, “Our website looks good, but we’re struggling with the words,” that could be a signal to introduce a copywriter.

Specificity makes networking much easier. “I want to meet business owners” asks other members to search their entire mental Rolodex. “I want to meet web designers who occasionally need copywriting support” gives them something recognizable to listen for.

What is the difference between an introduction and a referral?

The terms are often used interchangeably, but they don’t mean the same thing.

Suppose a copywriter says web designers are valuable connections.

An introduction is: “I know a web designer who may be open to meeting you.”

A referral is: “I know a web designer who needs a copywriter for an upcoming project.”

An introduction opens a door. A referral comes with a specific need or opportunity attached.

Both can be valuable. Neither guarantees new business.

Members are generally expected to contact a new connection within one to three business days. If the person doesn’t respond, the member should let the person who made the introduction know. The introducer should also follow up with both parties to help ensure the connection occurs.

Is MPN only about referrals?

No.

MPN members collaborate on client work, recommend resources, sharpen their networking skills and help one another work through business challenges.

A copywriter might collaborate with the group’s web designer, graphic designer, SEO consultant or IT professional. Some MPN groups also have smaller “sphere of influence” gatherings where complementary professionals meet for a quick 15- to 30-minute check-in.

MPN also hosts webinars designed to improve members’ networking skills and business acumen. While meetings are held online, groups occasionally organize in-person after-hours events.

Sometimes the most useful connection isn’t a prospect. It’s a collaborator, sounding board or resource who helps solve a problem.

How quickly can a member expect results?

There’s no honest answer that applies to everybody.

Results depend on whether a member attends consistently, conducts one-on-ones, clearly explains the opportunities they’re seeking and follows up.

It also depends on how much they help others.

Simply owning a category does not mean business will automatically fall into your lap. It’s called netWORK for a reason.

Members who enter the group looking for ways to make introductions tend to receive value in one form or another. The stronger the relationships become, the more confident members feel about putting their reputations behind an introduction.

Who is MPN a good fit for?

MPN may be a good fit if you:

• Work primarily with businesses
• Want to develop relationships with experienced B2B professionals
• Prefer focused conversations to crowded networking events
• Can commit to one 90-minute meeting each month
• Will make time for one-on-one conversations
• Want to make introductions as well as receive them
• Value quality connections over referral quotas

MPN probably isn’t the right fit if you can’t attend at least 10 meetings a year, don’t have time for one-on-ones or are interested only in receiving referrals.

Can I visit before joining?

Yes.

Guests are invited when their professional category is available. You can attend up to two meetings at no cost or obligation. After a second visit, you can complete an application if you would like to join.

Annual membership is $349. A monthly option is available for $35 per month.

What’s the bottom line?

My Pinnacle Network respects your time and connects you with experienced, like-minded B2B professionals who are eager to make meaningful introductions.

You’ll have a chance to speak without interruption, listen to what other professionals are saying and then return to your world ready to connect the dots.

The best way to understand MPN is to experience it.

Visit MyPinnacleNetwork.com to learn more about our groups and attend an upcoming meeting as a guest.