10 Tips For Networking Events

You know you should get out there more and represent your business.  Here are 10 tips for making your presence count while you have some fun at your next networking event.

It can be tough to justify taking the time to be out networking when you’re the owner.  After all, you have salespeople that you expect to do these things, right? But there are times you still feel like you should be out there in the community more, connecting and representing your business.

No one is going to represent your business better than you, but your time is precious. Have a strategy, have some fun, and get results!

Here are my top 10 tips to getting the most value from networking:

1. Don’t view networking as selling time.  You want to grow your network with people who are potential connectors to your clientele.  Networking is about connecting with new people and building relationships that have value for both sides.  I don’t think anyone gains real value from common “business card swap” events, so avoid those and be sure not to bring that vibe with you to other events.

2. Attend networking events. Trade shows are a good option for meeting other business people, as are Chambers of Commerce events, referral organizations like BNI, local industry or type of role networking groups (like for executive women, or young presidents), and civic groups like Rotary and Kiwanis.   You may also consider other groups where you derive personal enjoyment or professional development (such as book club, wine club, golf league, neighborhood clean-ups, Toastmasters, etc…).  If you don’t know where to go, search online or ask your connections what they recommend.  Here’s an important tip for how to choose what to attend:  Pick things you might actually like. Don’t be afraid to have fun and combine some pleasure and business together. Obviously, you want to keep it more professional than “Networking Gone Wild” but it’s better to relax and be yourself than to be obvious about dreading being there. 

3. Know how to talk about yourself and a specific aspect of your business.  Have a very short version as well as one that is longer.  Some networking events have each person stand up and say only their own name and company name, and possibly a “tagline” –so be prepared.  You want them asking you questions about your business.

4. Use an event to experiment with a specific segment of your business, or to play with how you word your description of your ideal client, their problem, your solution, etc… Gauge responses with the crowd as you deliver it in slightly different ways. You want them asking for more information and ideally, introducing you to a good fit.

5. Have your business cards with you. Don’t just hand them out willy-nilly.  When you truly want to follow-up with someone, ask for theirs.  Have plenty of yours on hand for others to ask.  I keep a box of them in my car.

6. Try to make a real connection with one or two people from an event. Trying to get to know everyone in attendance is overwhelming and ineffective (and not much fun). It’s much better to seek out those where there is some kind of synergy.  They don’t have to be a perfect client prospect to talk with them, but for a conversation to go more that a few minutes, you at least want to feel like you can help each other out somehow- either they may be a good prospect for you or perhaps they come in contact with your ideal clients on a regular basis.  Every person has value as a human being, and we never really know where future business and referrals will come from, so it’s certainly never a waste of time to chat with anyone.  That said, try to keep a balance of social, surface chit-chat and business-focused conversation.  When in doubt of what to say, ask them questions.  If you need to continue mingling, excuse yourself to the restroom, get another drink, or look for another contact you “need to see before they leave.”  It’s also usually totally OK to walk up to a small group and join in the conversation at a networking event.  Have courage and get in there!

7. Have questions to ask that spark more relevant conversation than weather, sports, and the event’s snacks.  Have 3 or 4 go-to options such as, “What are your two biggest challenges in your business over the next month?” or “What trends have you seen in your industry lately?”  A good one to check for potential referral partnerships is “Who is your ideal next client?”

8. Listen for opportunities to make introductions. Connecting people who are happy you helped them out is one of life’s joys. Consider how you can help others at the event. There’s always karma.  A note on not dropping the ball:  If you’re like me, you prefer not to rely on your memory to do things later.  Set a reminder to make an email introduction when you’re back in the office, or write a note on the back of their card and keep it in your wallet as a reminder.

9. Have a way to keep the conversation going –for those who you are truly interested in, whether it’s social or business.  Invite them to another event, or to coffee or for a short phone call to further explore possibilities.  You may find yourself making a new friend to invite to church or to join your book club. Even if you think they are the hottest big fish you’ve seen in awhile, obviously you aren’t going to sell them at the event.  Remember that your objective for a networking event is essentially to have a nice conversation that you can build onto later.

10. Ideally, have a process that you follow to make the best use of your time.  Use an app or other function on your smartphone to track follow-up actions, or jot in a notebook, or leave yourself a voicemail.  Send a follow-up email or card.  Make sure you have a method for staying in touch, especially when there is a real possibility for a valued business relationship.  Ideally you will make connections that eventually lead to revenue, whether directly or indirectly, so have a means for incorporating these individuals into your company’s sales or referrals processes.  Over time, you will also be able to see the results of your efforts and chances are very good you’ll also have gained some personal and fun business relationships from your networking experiences.

Please share with me your thoughts and especially your results from using these tips!  

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hugs, Heather