| More than 27 million people attend conferences, | | | | the ball rolling going, too much won't advance your |
| trade shows, and conventions each year, and | | | | relationship very far. After building rapport with |
| according to Meetings & Conventions | | | | someone, you want to move quickly into more |
| magazine, the main reason they go is to network. | | | | interesting territory. Ask questions about what |
| It's no surprise then that in their brochures and on | | | | brings him to the conference and what he's |
| their websites, conference organizers take great | | | | looking for. People love to talk about themselves |
| pains to stress the fantastic networking | | | | and find it easy to do so, so there won't be much |
| opportunities the event provides. | | | | work for you but to listen. Then once it's your |
| But many would-be participants shy away from | | | | turn, you can share your own objectives on what |
| the conference experience all together because | | | | you hope to accomplish at the conference. |
| they're intimidated by the size of the event and | | | | Perhaps you'll discover commonalities, ways you |
| their lack of networking skill. While those who do | | | | can help each other, or possibilities to make |
| attend often don't take full advantage of what | | | | connections to other folks in your respective |
| the event has to offer because they don't know | | | | networks. |
| who to talk to or what to say. They wander the | | | | 5) Get the right people to come to you. No |
| floor without a plan and meet people by default, | | | | matter how hard you work the event, you can't |
| missing key opportunities to make high-impact | | | | possibly get to every person you need to meet. |
| connections that could really make a difference in | | | | You can be much more efficient with your time, |
| their business. | | | | however, by attracting the right people to you. |
| Networking successfully at a big event like a trade | | | | One way to do this is by asking a question in one |
| show or conference comes down to taking | | | | of the presentation sessions. But don't just ask |
| charge of your own experience by developing a | | | | the question. Use a quick five-second intro to |
| cohesive plan, leveraging all available resources, | | | | preface it. |
| and using your time wisely. | | | | A gentleman in one of my workshops tried this |
| Here are 7 tips for maximizing networking efforts | | | | during the Q&A session of a conference |
| at your next big event: | | | | seminar. He raised his hand, stood up and said, |
| 1) Expand your search for non-obvious events. It | | | | "My name is Bob Smith with The Mergers & |
| may be a given that you need to make an | | | | Acquisitions Company (note: name and company |
| appearance every year at the big trade show for | | | | changed). We help privately-held businesses find |
| your industry, but you also should broaden to | | | | an exit strategy, and my question is..." then he |
| other events your target market might attend. | | | | launched into his question. He said that after the |
| The more tightly defined the conference is, the | | | | session, five people approached him and he got |
| chances that your competitors will be there too | | | | business from three of them. Why? People knew |
| will be slim, and the more likely you'll be able to | | | | what he did, his question was smart, and he |
| differentiate yourself. You might choose a specific | | | | sounded confident. He never would have found |
| demographic niche, such as women or baby | | | | those specific people on his own in the room of |
| boomers, a professional niche, such as lawyers or | | | | 200, so he did something to make them seek him |
| doctors, or a special interest niche, such as sports | | | | out. They self-selected, making his job a lot easier. |
| or gourmet food. | | | | You can do the same thing. All it takes is some |
| One year when I wanted to fill my business | | | | prep work before the conference to pick the |
| consulting practice, I attended the annual | | | | keynote or breakout session most likely to |
| conference for the American Cheese Society, | | | | attract your biggest target audience, develop |
| which puts on a great multi-day event for cheese | | | | your intro and question tied to the topic, and |
| makers, retailers and distributors culminating in the | | | | practice so you speak effortlessly and forcefully. |
| Festival of Cheeses (if you like gourmet cheese, | | | | Then stand back and watch what happens. |
| trust me, it's a must do!). Not only did I have the | | | | 6) Ask organizers for help. Conference organizers |
| best time learning how a whole new industry | | | | want you to meet your objectives so you'll come |
| works, I also won a number of consulting | | | | back next year and hopefully bring some |
| projects from companies who had never met a | | | | colleagues as well, so don't be shy about enlisting |
| business consultant before, but sure needed one. | | | | their help. It's a simple two-step process. First, |
| To find trade shows or conferences in your | | | | you have to find one of them. One place to look |
| industry or region, check out Trade Show Week ( | | | | is the registration desk, or, even better, if the |
| or Trade Show News ( Also search online for | | | | conference is big enough, the Speaker's Lounge, |
| associations in subject areas in which you have a | | | | where speakers check in and hang out before |
| personal or professional interest, then check their | | | | and after their talks. You can also see them in the |
| websites for information about their annual | | | | back of the seminar room making sure |
| conference. | | | | everything is going smoothly. Often, they'll be |
| 2) Clarify your goals. Think about what you hope | | | | holding walkie talkies. |
| to gain at the conference. Most people go for a | | | | Second, you have to articulate your request. If |
| vague combination of information and inspiration, | | | | there's a specific person you'd like to meet, say, |
| but the more specifically you can articulate what | | | | "I'd love to say hello to Mr. X, would you mind |
| you are seeking, the better you'll be able to | | | | introducing me?" Or, if you're looking for a specific |
| choose how to spend your time. | | | | type of person but don't have a name, you might |
| Last year, for example, I attended a conference | | | | say, "I know there are some folks here from |
| on behalf of a client and laid out some very clear | | | | ABC Company, what's the best way to find |
| goals: "To find out what other companies are | | | | them?" or "I'm looking for someone in the PR |
| doing to reach Hispanic audiences and to identify | | | | field, is there someone you could introduce me |
| potential partners to help my client enter that | | | | to?" |
| market." Having such clarity of purpose helped me | | | | 7) Get out of the seminar room. As a speaker at |
| narrow down which breakout sessions to attend, | | | | conferences, I should be biased towards |
| which speakers to meet, how to introduce myself | | | | encouraging participants to stay in their seats at |
| to them, what information to collect, and what | | | | keynotes and breakout sessions and soak up as |
| questions to ask fellow participants. | | | | much information as possible. However, as a |
| Having clear goals makes it easier to hone in on | | | | networker, I know that conversations during |
| making the right connections and engage in | | | | breaks and meals and in the hallway can be |
| meaningful conversations. Otherwise, your | | | | extremely valuable for building relationships that |
| networking efforts will be unfocused and | | | | can help your business. |
| important conversations will go nowhere. | | | | Be sure especially to take advantage of any |
| 3) Don't sell. Unless you're attending a true | | | | unique networking opportunities offered at the |
| industry buying event where the purpose is to | | | | conference. More and more, organizers are trying |
| bring buyers and sellers together to place orders | | | | to facilitate connections among participants |
| and get deals done, most conferences are set up | | | | through structured networking events and other |
| more for information sharing and connecting. In | | | | creative programs. A conference I attended a |
| those cases, people are rarely primed to buy. No | | | | few years ago in Washington D.C. offered a |
| one is walking around thinking, "I'm really in the | | | | dine-around event where participants were divided |
| mood to hire a consultant today" or "I'm not | | | | into small, pre-determined groups (to separate |
| leaving until I spend millions on computer | | | | people from similar companies and professions) |
| software." So avoid turning your conversations | | | | and set up for dinner at local restaurants. I shared |
| into sales pitches, even if you know for certain | | | | wine and great food with industry leaders who |
| that you can help. | | | | are still part of my network today. |
| Better to use the face-to-face time with other | | | | Although Woody Allen once said that 80% of |
| participants to establish a genuine connection by | | | | success is just showing up, networking |
| asking questions and understanding what their | | | | successfully at conferences, trade shows, and |
| goals are, rather than talking about your company | | | | conventions takes a little more effort. By just |
| and your services. The purpose is to make an | | | | showing up, you'll probably still have a fine time, |
| impression as a helpful resource, someone with | | | | get useful information, and meet some nice |
| whom they'd like to continue the conversation, | | | | people, but a little focus and upfront prep can |
| not as a used car salesman ready to pounce. | | | | make the experience more relevant for your |
| 4) Focus your discussions. Connections happen | | | | needs, and result in a much bigger payoff for |
| through conversation, but if you're not prepared, | | | | your time and investment. |
| most of your discussions will consist primarily of | | | | © 2003-2007, Liz Lynch. |
| small talk. While some of this is necessary to get | | | | |