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Networking and Relationship Building: The Opposite of Marketing’s Limited Time Offer

It’s fair to characterize this as commonly understood, but I’ve experienced people at events who approached networking as a volume game. Sure, they are there to generate opportunities and there is pressure to accomplish something, but it’s important to remember that establishing new business relationships is a process that does take time. I also believe that it’s more important to create positive connections and experiences than going home with a pocket full of business cards.

I suggest following the best practices that can increase efficiency and effectiveness for networking and relationship building. First, understand what you hope to accomplish. What are your goals and objectives? Are you there to create leads? Maybe meet a few new partners? Or are you just interested in learning more about the industry and what’s trending for the coming year? Knowing this, understanding your best industry opportunities, and targeting the key individuals you want meet, leads to a more efficient, effective, and measurable use of your time.

Yes, join a professional industry community, but which one?

With your strategic planning and goals for the year formalized, start with some basic research on industry communities in your region that align. The amount of online information provided by an association and their main conferences and events will help you sift through a vast number of them to identify which are best suited. For example, who is promoting the conference? Who are the key sponsors? What companies and subject matter experts are presenting? What are the topics of discussion and how do your products or services fit? Are your competitors exhibiting? Are attendees and participants working within your target geography? The answers to these types of questions will support your decision to invest and attend, or not.

We spend a good deal of time supporting this type of assessment for clients for multiple reasons. Targeting industry conferences and events accurately provides a direct and productive channel for sales representatives. In some instances, you are introducing yourself as a new alternative to support an industry need. Exhibiting creates an opportunity for introducing your brand and services and provides an entre for expanded dialogue about fit and value with visitors. If existing customers are there, it demonstrates your investment in, and commitment to being a part of their business community. Having the opportunity to meet new prospects in-person is step one in establishing the basis for a good business relationship.

Now that you’re going, be prepared!

Whatever level you invest to participate, e.g., an attendee, exhibitor, or event sponsor, have a proactive plan. Most conferences provide a past year or a pre-event attendees list. Know who’s coming. Market pre-show through social media and email. If resources permit, take full advantage of sponsorship kits and, or exhibitor packages.

Prepare for visitors to your table or booth by updating and optimize your messaging. Research what the most topical, trending, or pressing needs will likely be so when you begin dialogue, you are current and aligned with prospects. Proactively invite key attendees to meet during networking times or for a post conference drink. Ask open-ended questions, and actively listen to understand their needs and challenges. Before your conversation is over, verify that your services are of interest or value to them. Ask who they are using now? How many colleagues in their office need the same services? Ask about other conferences they attend? Do they allow vendors to come in and present educational Lunch & Learns?

These are not new ideas, but being proactive and prepared on all of the above will lead to a successful experience with many solid follow up opportunities. Speaking of which, FOLLOW UP! Request connections on social. Send them topical information on a planned schedule.

Doing all of this will build familiarity that leads to a more personal relationship and trust. From there, your opportunities can flourish.

Creative Counsel offers a no-obligation call to discuss this with companies who are interested in the topic or ones who have defined growth objectives and want to work with an agency who knows how to achieve them. Call Chris Casarona at Creative Counsel, Inc., 609-575-1415. Thank you for reading my content. I hope you found areas of value that you can apply to your company’s marketing – Matter More.