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One of the buzzwords in business today (and probably during any economic downturn) is networking.

It makes sense – no one wants to spend money foolishly, so we want a little extra reassurance. And nothing beats a friend or colleague’s seal of approval. There’s incredible value in getting or giving that recommendation.

Which is why I take issue with the structure of some networking groups. A recommendation is like a special gold coin. You don’t give one out every day, and you don’t give one to just anyone.

Your reputation takes a huge hit if your recommendation turns out to be a disappointment. But many networking groups are about volume rather than quality. You’re expected to bring in new leads or make referrals every week. This means that some of the referrals made aren’t really based on making an excellent match, but instead they’re based on the pressure of “it’s your turn to say something.”

Here’s my idea of a good networking group. You bring a bunch of non-competing business people together and you create opportunities for them to evaluate one another’s work styles, expertise, customer service attitudes and other key attributes. Then, if and when you meet someone you think is a good fit, you make an introduction.

Unless what you sell is a commodity, bringing a new customer on board often means that in the short run, you’re going to lose money. Doesn’t it make sense that you’d want to make sure that the referrals you’re given are worth that risk?

Next time you’re invited to join a networking group, be sure it’s about quality and that no one is keeping a count.

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at www.drewsmarketingminute.com. He can be reached at Drew@MclellanMarketing.com. © 2009 Drew McLellan