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November 12, 1999/3 Kislev 5760, Vol. 52, No.11
East Valley launches group
CHRIS GARIFO
Staff Writer
The little wicker basket moves from person to person around the table, filling with small slips of paper with
names on them. Each slip represents a lead or contact that could mean new business to a member of the East
Valley Jewish Networking Association.
The new non-competing business group meets for lunch every other Wednesday at the Embassy Suites
Hotel in Tempe and offers an opportunity for members to socialize and make contacts that could help improve
their businesses. ("Non-competing" means that no two members are from the exact same industry.)
East Valley business people started planning for the group about three months ago, when Perry Buckman,
a financial adviser with Morgan Stanley Dean Witter, and real-estate broker Bob Reichard of the Realty
Center, first decided that the East Valley's Jewish business community could benefit from such a group.
The association's first meeting was in October and, from a core of five original members, the group already
has grown to about a dozen, with other prospective members' applications under consideration.
"Our goal was to get 20 people by the middle of the first quarter next year," says Mindy Baggett of Super
Coups of the East Valley and one of the five original members. "I think (that goal) is going to happen before
December is over."
The other core members are Larry Schendelman of A&J Graphics and Promotions, and Jason Scheier of
Canyon Telecom Inc.
Buckman says one of the purposes of the association is to provide a means for Jewish business people to
become more visible within the Jewish community.
"There are a lot of Jewish-owned businesses that use conventional means to expose themselves to
the community," Buckman says. "We have found that referrals have helped build our respective businesses, and
a lot of these people aren't involved in the Jewish community. The majority of the people in this group
aren't involved in either a synagogue or community center, and this was a great way outside of those venues to
bring people together."
Members say they're already beginning to notice a difference in their businesses.
"I have had more leads in the last six weeks than I did in my other (networking) groups that I was in for
two years," says Baggett, who has been involved with networking groups for the past four years.
Baggett says she just recently learned through group members that four business owners who mail
through her direct-mail advertising business are Jewish.
"And now I'm going to invite (them) to a meeting," she says.
It's not just the number of contacts that make the group valuable, Buckman says.
"It has brought clients to us that we would not normally be exposed to through a more intimate level where
the leads are more meaningful and the seriousness of our respective businesses are taken," Buckman says. "It
almost breaks down that first level that we have to go through to gain the client's confidence."
Dave Sherman, a professional speaker and networking specialist with STI Seminars, says a lot of people
have the misconception that networking means a lot of selling to each other.
"People think, 'Oh, networking, here, let me hand you my business card; let me take your business
card. Congratulations, we just networked.' " says Sherman, who spoke at the group's Nov. 3 meeting. "It has
nothing to do with that.
"What networking has to do with is, 'How can I help you? ... What is it I know that you can call me on (for help
or advice)?' "
Sherman says networking associations can be thought of as a sort of support group for business people.
New members are admitted by a vote of current members. Dues are $125 each quarter, which
covers membership, card caddie, name badge, meals at their luncheon meetings for the member and invited
guests, plus social activities outside of business networking, such as a Dec. 8 Hanukkah party that will include
a gift exchange for the members' children.
Buckman says the group also plans on holding charitable events twice a year.
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