For many business owners and professionals, networking is an essential part of business.  And attending events – whether formal or informal, professional or personal – is a great way to meet new people, learn about new opportunities, and build relationships that can benefit your business and/or career.  However, if you don’t prepare properly, you can easily end up feeling lost, overwhelmed, or even awkward. Preparing before attending an event helps you know what to expect.  Because events can vary greatly in size, format, and purpose, doing some research ahead of time will provide a better sense of what to expect and that will boost your confidence. 

Here are some top tips on what to do before, during and after a networking event in order to make the most of each opportunity.

Prepare to Network

To be an effective networker, prepare.

1. Set goals for what you want to achieve.  Do you want to make new connections, learn about new opportunities, land a specific client, develop a stack of leads for future follow-up, or scout for a new employee?  Having clear goals helps focus efforts and make the most of the time you have.
2. Research the event and the people who will be attending. Learn more about them. This will help you start conversations with a common ground and make a good impression.  Or you can extend invitations to dinner to a few prospective clients.
3. Know the industry.  Knowing who will be there and what topics will be discussed or activities will take place can help you feel more prepared and confident.  
4. Make sure you have a clear goal in mind before attending any networking event.  Be specific.  Make sure it is measurable.  For example, your goal might be to meet 10 people who can refer business.  Or you may want to meet three specific CEOs that will be attending the event.    
5. Prepare an elevator pitch that succinctly explains who you are, what you do and what problem(s) your business solves.   Have a few sentences prepared that introduce yourself and your background. This will help you feel more confident when introducing yourself to others.  This is not supposed to be your life story… just enough information to make the person want to know more about you.
6. Make a list of questions: Have a few questions prepared that you can ask others to get the conversation started.
7. Practice your networking skills.  The ability to network effectively takes practice. By practicing before the event, you’ll feel more poised and prepared to make connections.
8. Dress professionally and make sure you look your best.  This is critically important when attending a trade show or conference.  But it is just as important to look professional for online Zoom meetings and Webinars. 
9. Bring plenty of business cards and make sure they are up-to-date.  Or bring an easy-to-carry gift that has a QR Code with your full contact information that can be automatically added to Contacts on a Smart Phone.  For online events, follow up by sending your contact info.

At the Event

1. Be yourself. Don’t try to be someone you’re not. People can spot a fake a mile away, and they’re not going to want to connect with you if you’re not being genuine.  No one else can be an authentic you, so be yourself and let your personality shine through.
2. Get interested in others. The best way to make a good impression is to be genuinely interested in the people you speak to.  As Gary Vaynerchuk — co-founder of the restaurant reservation software company Resy and Empathy Wines, author, speaker, and Internet personality — said, “The best way to network is to be genuinely interested in others. Ask questions, listen attentively, and offer to help in any way you can.”  So, what kind of questions should you ask?  Ask about their business, their goals, and their interests.  But respect social boundaries.  Don’t ask inappropriate questions such as inquiries about income, earnings, salary, age, weight, and health.  People will be more likely to want to connect with you if they feel you’re genuinely interested in them.
3. Be a good listener. People are more likely to want to connect with you if they feel like you’re listening to them.  This means giving that person 100% of your attention.  Don’t let your eyes wander.  Don’t look at your phone or watch when someone is speaking to you.  Ensure your body language shows engagement by nodding and asking follow-up questions that show you are listening.
4. Be a giver.  This is the biggest mistake people make when networking.  They only talk to people who can do something for them.  But networking is not just about taking. It’s also about giving. Be generous with your time, your knowledge, and your resources. Offer to help others, even if it’s just a small thing. People will be more likely to want to help you in return.
5. Networking is about contact. Try to establish as many forms of contact as is professionally reasonable.  Be the one to initiate. But keep in mind that not everyone has the same social rules about physical contact.  Some cultures / religions prefer not to shake hands or touch.  And, after Covid, many are leery about spreading germs through physical touch.  You can still establish eye contact, face-to-face contact, phone contact, and e-mail contact.  
6. Push past the fear of awkwardness.  No one is born to be a great networker.  Give interaction a try.  You never know where a simple conversation can lead.  A smile always wins. 
7. Be bold, even if it means stepping outside of your comfort zone.  It helps if you anticipate that you will feel discomfort. Expect it and envision yourself being bold anyway.  Watch others who are bold at events and try to emulate that approach or style. 
8. Expect acceptance.  If you are confident that you are wanted and accepted, you will be.  People are drawn to those who radiate sureness and poise.
9. Be open to connecting with people who are different than you.  They are different, but not that different.  All our life purposes are intrinsically connected, so chances are you will share common ground.  In fact, they may share more things in common with you than you think.  Look for common ground and build on those similarities.  That can be your focus. 
10. Be persistent. Don’t give up if you don’t make a connection right away. Keep networking, and eventually you’ll start to build relationships.
11. Pay it forward.  Keep your eyes and ears open for prospects for yourself and others. 

After an Event

The biggest mistake people make is that they do not do any follow-up after a networking event or function. 

1. Always follow up. After you meet someone at a networking event, be sure to follow up with them. Send them a ‘thank you’ email or text message in a timely manner (within 24 hours after the event). It’s a simple but effective way to show your appreciation for the time someone took to meet with you. Don’t just send out a generic email to everyone you met. Take the time to personalize your messages and mention something specific you talked about, such as a project they’re working on or a shared interest.  This will help you stay top-of-mind, and it will show that you’re serious about building a relationship.
2. Connect on LinkedIn. This is a great way to stay in touch with people you met at the event and learn more about their work. When you connect, be sure to send a personalized message.
3. Schedule a follow-up meeting. Be clear about your intentions. If you’re interested in staying in touch and building a relationship, say so. Don’t just leave it up to the other person to decide.
4. If you had a particularly good conversation with someone at the event, suggest scheduling a follow-up meeting to discuss your shared interests or goals. This is a great way to take your relationship to the next level.
5. Share content. If you come across an article, blog post, or other piece of content that you think would be of interest to someone you met at the event, share it with them. This is a great way to show that you’re thinking of them and that you’re interested in their work.
6. Remain in touch. Don’t just reach out after the event and then disappear. Be sure to check in with people you met on a regular basis. This could involve sending them a quick email, connecting on social media, or even just liking or commenting on their posts.
7. Do what you said you were going to do.  If you meet someone and they ask you for the phone number of your computer repair guy, text it to them.  If you tell a contact that you have a great print vendor and you are going to do introductions, send an email to both introducing them.  This establishes you as a person who follows through. 
8. Always respond.  After you meet someone at an event, respond to their follow-up calls or emails.  If what they are “selling” is not a fit for you, tell them.  Be honest.  Tell them why, but don’t just avoid them.  You can’t just build relationships with the people who are high-value targets for you.  Networking is about connecting with all kinds of people in all different careers.  You never know when a contact might refer business your way. 
9. Establish a cycle of giving.  According to Keith Ferrazzi, bestselling author, speaker, entrepreneur, investor, philanthropist, and team transformation coach, “The currency of real networking is not greed but generosity.”  Use your new network to help someone else.  Live with an attitude of gratitude.  Just as someone has helped you, help someone else on their path to success. In the long run, this creates a perpetual cycle of giving—with each of us helping one another to make it just a little bit easier to achieve goals and pursue dreams.

Quote of the Week

“Your network is your net worth.” Porter Gale

© 2023, Keren Peters-Atkinson. All rights reserved.