Conference Networking Secrets

More than 27 million people attend conferences, trade shows and conventions each year, and according to Meetings & Conventions magazine, the main reason they attend is to network. It’s no surprise then that in their brochures and on their websites, conference organizers go to great lengths to highlight the fantastic networking opportunities the event offers.

But many potential attendees shy away from the conference experience because they are intimidated by the size of the event and their lack of networking skills. While those who attend often don’t take full advantage of what the event has to offer because they don’t know who to talk to or what to say. They wander the floor without a plan and meet people by default, missing out on key opportunities to make high-impact connections that could really make a difference to your business.

Successfully networking at a large event like a trade show or conference comes down to taking charge of your own experience by developing a cohesive plan, leveraging all available resources, and using your time wisely.

Here are 7 tips to maximize your networking efforts at your next big event:

1) Widen your search for non-obvious events. It may be a given that you need to show up every year at the big trade show for your industry, but you also need to expand to other events that your target market might attend. The more defined the conference is, the chances are slim that your competitors will be there as well, and the more likely it is that you can differentiate yourself. You can choose a specific demographic niche, like women or baby boomers, a professional niche, like lawyers or doctors, or a special interest niche, like sports or gourmet food.

One year, when I wanted to fill out my business consulting practice, I attended the annual conference of the American Cheese Society, which hosts a huge multi-day event for cheesemakers, retailers, and distributors culminating in the Festival of Cheeses (if you like food gourmet). cheese, believe me, it’s a must do!). Not only did I have a blast learning how a whole new industry works, but I also won a number of consulting projects from companies that had never met a business consultant before, but definitely needed one.

To find trade shows or conferences in your industry or region, check out Trade Show Week (www.tradeshowweek.com) or Trade Show News (www.tsnn.com). Also search online for associations in subject areas in which you have a personal or professional interest, then check their websites for information about their annual conference.

2) Clarify your goals. Think about what you hope to win in the conference. Most people are looking for a vague combination of information and inspiration, but the more specifically you can articulate what you’re looking for, the better you can choose how to spend your time.

Last year, for example, I attended a conference on behalf of a client and set some very clear goals: “Find out what other companies are doing to reach Hispanic audiences and identify potential partners to help my client break into that market.” “. Having such clarity of purpose helped me narrow down which breakout sessions to attend, which speakers to meet with, how to introduce myself to them, what information to gather, and what questions to ask other participants.

Having clear goals makes it easier to focus on making the right connections and engaging in meaningful conversations. Otherwise, your networking efforts will be unfocused and important conversations will go nowhere.

3) Do not sell. Unless you’re attending a true industry buying event where the purpose is to bring buyers and sellers together to place orders and close deals, most conferences are set up more to share information and connect. In those cases, people are rarely ready to buy. No one walks around thinking, “I’m really in the mood to hire a consultant today” or “I’m not leaving until I spend millions on computer software.” So avoid turning your conversations into sales pitches, even if you know for sure that you can help.

It’s better to use face-to-face time with other participants to make a genuine connection by asking questions and understanding what their goals are, rather than talking about your company and services. The purpose is to come across as a helpful resource, someone they’d like to continue the conversation with, not like a used car salesman ready to pounce.

4) Focus your discussions. Connections happen through conversation, but if you’re not prepared, most of your discussions will consist mostly of small talk. While some of this is necessary to get the ball rolling, too much won’t get your relationship very far forward. After you get into a relationship with someone, you want to quickly move into more interesting territory. Ask questions about what brings you to the conference and what you are looking for. People love to talk about themselves and it’s easy for them to do so, so you won’t have to do much more than listen. Then, once it’s your turn, you can share your own goals for what you hope to accomplish at the conference. Maybe you’ll discover commonalities, ways you can help each other, or opportunities to make connections with other people in your respective networks.

5) Get the right people to approach you. No matter how hard you work on the event, you won’t be able to reach all the people you need to meet. However, you can be much more efficient with your time if you attract the right people. One way to do this is by asking a question in one of the presentation sessions. But don’t just ask the question. Use a quick five second introduction as a preface.

A gentleman in one of my workshops tried this out during a conference seminar question and answer session. He raised his hand, stood up, and said, “My name is Bob Smith with The Mergers & Acquisitions Company (note: name and company have changed). We help private companies find an exit strategy, and my question is …”. he then launched into the question of him. He said that after the session, five people approached him and he got business from three of them. Why? People knew what he was doing, his question was intelligent and he sounded confident. He would never have found those specific people on his account in the room of 200, so he did something to get them to search for him. They self-selected, making their job much easier.

You can do the same. All it takes is a little pre-conference prep work to choose the keynote or breakout session that is likely to appeal to your largest target audience, develop your introduction and theme-related question, and practice. to speak effortlessly and forcefully. Then stand back and watch what happens.

6) Ask the organizers for help. The conference organizers want you to meet your goals, so you’ll be back next year, and hopefully you’ll bring some colleagues with you too, so don’t be ashamed to ask for their help. It is a simple two-step process. First, you have to find one of them. One place to look is the registration desk or, better yet, if the conference is large enough, the Speaker’s Lounge, where speakers check in and hang out before and after their talks. You can also see them at the back of the seminar room making sure everything goes smoothly. Often, they will carry walkie-talkies.

Second, you must articulate your request. If there’s a specific person you’d like to meet, say “I’d love to say hi to Mr. X, would you mind introducing me?” Or, if you’re looking for a specific type of person but don’t have a name, you could say, “I know there are some people here from ABC Company, what’s the best way to find them?” or “I’m looking for someone in the public relations field, is there anyone I can introduce myself to?”

7) Leave the seminar room. As a conference speaker, he should be inclined to encourage participants to stay in their seats at keynotes and breakout sessions and absorb as much information as possible. However, as a networker, I know that conversations during breaks and meals and in the hallway can be extremely valuable in building relationships that can help your business.

Be especially sure to take advantage of the unique networking opportunities offered at the conference. Increasingly, organizers try to facilitate connections between participants through structured networking events and other creative programs. A conference I attended a few years ago in Washington DC offered a dinner event where participants split into predetermined small groups (to separate people from similar businesses and professions) and prepared to dine at local restaurants. I shared wine and great food with industry leaders who are still part of my network today.

Although Woody Allen once said that 80% of success is simply showing up, successful networking at conferences, trade shows and conventions takes a little more effort. Just by showing up, you’ll likely still have a good time, gain useful information, and meet some nice people, but a little focus and upfront preparation can make the experience more relevant to your needs and result in a much greater reward for your business. time and investment.

© 2003-2007, Liz Lynch.