Spending Wisely While Networking Smarter

As an independent professional, I spend a large amount of time attending networking events. These events may be luncheons, business seminars, trade shows, grand openings; I believe most everything you attend is a networking function.

The purpose of my attendance is to see and be seen. In other words, to meet and greet—and possibly connect with potential clients. The more visible you become, the more people become interested in who you are and what you do; and the more recognition your business obtains.

To attend the events there is a cost. The cost associated with networking can be expensive and if you do not plan a strategy for the greatest return it will be a waste of your efforts, time, and dollars. You have heard the saying, “If you fail to plan, you plan to fail”. This goes for most everything including business networking.

When planning, if I am familiar with the event and am aware of who normally attends, I determine what my goals are for the event and plan a strategy to meet them. Perhaps my goal is to meet a certain person that normally attends. My strategy might be:

a. Call up a mutual friend or acquaintance and ensure they will be in attendance. I ask them to introduce us.

b. Watch for an opportunity to start a conversation and introduce myself.

Either way I have accomplished my goal.

Here are some other ways I prepare for events:

1. Depending on the type of event, plan my attire. Attire is very important when attending events. If it is a trade show and as a business coach my attire would be a business suit. At an after-hours function, you will find a variety of styles so normally what I was wearing during the day will fit the event.
2. Have an over-abundance of business cards. I cannot count the times I have met people that made excuses such as leaving them at home or ran out. Never let this be you.
3. Bring marketing materials. Even at a black tie event I have materials in the car in case I happen to see an old acquaintance who asks me for a brochure or other materials.
4. Have a goal. Perhaps my goal will be to connect with two new people at the event. Maybe it will be to meet the coordinator so I can volunteer to help or speak at their next function. Whatever the reasons, set a goal, make a plan, and take action.
5. Follow up on the actions. After the event, make contact whether it be by emailing, writing a note card, making a phone call; whatever your choice do not let a week go by without follow up.

Preparation in advance makes all the difference between a fun event and a discouraging event. I always feel more confident when I know what I want to accomplish and my plan of action. If I meet and exceed my goals, I am further ahead in my marketing plan.