Build your Rolodex by connecting with your fellow industry leaders
By JoAnna Haugen
CBN Dec/Jan 2010
Networking has opened the door to just about everything I do today.” —Nick Eichler, program director, Step 1 Allstars, Columbus, OH
The mutual give and take in the business world is so important that it’s been given a name: networking. But what does it really mean? And how can you make it work for you, your gym and the cheer industry as a whole?
At its most basic level, networking is about building and cultivating mutually beneficial relationships. It’s not a sales tool or a simple exchange of business cards. “Networking is really about building relationships, so you feel like you want to do favors for someone, and they want to do favors for you,” says Kimm Viebrock, business skills development coach with Soaring Mountain Enterprises. “It isn’t about the favor. It’s about the relationship.”
In the all-star industry, a common interest in cheerleading helps build the foundation upon which stronger relationships can grow. “The best benefit of networking is that we’re still around, growing and thriving,” says Becky Herrera, owner and coach at CheerForce in Simi Valley, CA. “We attribute that to the people we’ve met, the things they’ve taught us and the learning curve we’ve successfully maneuvered.”
Why Network?
Networking takes time, effort and commitment, but the results can mean the difference between increasing your gym’s business and struggling to bring in new students, fighting to stay on top of industry trends and always being one step behind your competitors.
Because of the nature of the cheer industry, many gym owners know each other on at least a casual basis. “Although our industry has grown a lot, it’s a small circle of people who really make it successful,” Herrera says. “It’s important for me to learn from these leaders so that my business can stay on top of its game.”
The competitive aspect of the industry also has another effect on how gym owners and coaches view networking. “In an industry where score sheets are subjective, it’s good to get to know the people who run the show,” she says. “Those people need to know that you take your business seriously.”
While it’s important for gym owners to interact and network with each other, don’t stop there; be creative in your networking endeavors. “Networking has opened the door to just about everything I do today,” says Nick Eichler, program director for Step 1 Allstars in Columbus, OH. “If I need choreographers, networking has provided me with a list a mile long. How about music? Networking has provided me a list that’s two miles long.” From apparel and accounting to writing contracts and managing fundraisers, chances are you can make connections to help yourself through anything your gym encounters.
Where to Mingle
There are essentially two forums where you can network: in person and online. Most people involved in the all-star industry have probably made a handful of connections in person, particularly at competitions and conferences. The U.S. All Star Federation (USASF) holds a VIP reception and awards ceremony at the beginning of The Cheerleading Worlds every year, which offers a great opportunity to mingle with the movers and shakers in the industry. A number of regional meetings to discuss the rules process are also held every year, but discussions at these events often go beyond the meetings’ primary purposes. “The rules and interpretation are still a valuable part of the meetings,” says Tegan Reeves, education and communication director for USASF, “but we’re glad to see that they’ve grown to be unbiased platforms for our coaches and gym owners to roundtable and discuss what’s happening in the industry and the world.” Beyond these organized events, people in the industry take advantage of general networking opportunities with people tied to business, sports, motivation and other related topics.
A group of industry colleagues socializes at the VIP Reception at the 2009 Cheerleading Worlds.
While it may be difficult for many gym owners to carve out time in their schedules for online networking, there are plenty of opportunities available to network through social media. Viebrock advises that having a goal in mind can help focus your intentions in this fickle environment. “Make your time and effort line up with what you want to achieve,” she says. Take advantage of sites like Twitter and Facebook to monitor industry trends and news, and use LinkedIn for its discussion groups. Whether you’re networking in person or online, “Don’t wait for someone to talk to you,” Viebrock says. Jump on any chance you’re given to expand your circle of acquaintances.
How to Network
In her book Mastering the Art of Networking: 5 Tips Guaranteed to Make Networking Work, life transition and small business coach Gwen McCauley encourages people to ask themselves a few questions. First, are you willing to give something back in a business relationship, and, if so, what do you have to give? Consider whether you’re willing to participate in the networking forum with flexibility. Those willing to actively participate in networking are the ones who benefit the most from the experience. Next, are you willing to invest in long-term connections? The most beneficial networking relationships develop over a long period. Finally, have you defined what you’re seeking from other people? This will help you determine your purpose in networking endeavors.
Networking is a give-and-receive relationship that takes time. Invest yourself in helping others and you’ll likely be rewarded. “The acquaintances you make in this industry may not help you today or this year, but they may be able to help you down the road,” says Robin Fritsch, director and owner of Dakota Spirit in Sioux Falls, SD.
“Be present and keep the conversation at a public level,” McCauley says. Avoid hot topics like religion and politics, and focus on the purpose of the networking forum. That isn’t to say that you can’t talk about personal topics. “We learn about each other as individuals,” Viebrock says. Be open as a person and willing to discuss neutral topics such as music, family and travel. Smile. Look people in the eye. And though you don’t want to network with the intention of only collecting business cards, it is always a good idea to gather contact information and follow up once the event is complete.
Even if you’re mingling with others in a casual atmosphere, maintain a professional boundary. “Be mindful that even if you’re comfortable in a networking situation, you’re there on a professional level,” McCauley says. If you’re attending a cocktail party, remember that there’s no quicker way to burn bridges or make a bad impression than by partying too much and acting inappropriate. Set a limit and remove yourself from the situation if the people you’re associating with get out of hand or start acting poorly.
Also remember that while many people in the all-star industry are more than happy to share their ideas, advice and expertise with others, there are some topics that shouldn’t be touched. Private client and gym information is best kept confidential, and at the beginning of the season, many coaches choose to remain mum about music selections or competitions they’ll be attending. Respect others’ choices not to share information, and don’t be afraid to tell others if you feel uncomfortable when placed in a similar situation.
Networking doesn’t just happen. You must be proactive to benefit from your experiences, but the cheer industry is supportive in this aspect, even if you’re new to the industry. “The people we meet in our community don’t just encourage our success in the gym or on the job,” Reeves says. “They encourage us as people.”
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