Nine Tactics for Networking Events

A large part of a consultant’s job is finding new leads.  Networking can be a fun, easy and effective way to meet prospective clients.  In DC there is no shortage of networking events; I could easily attend 2-3 per week.  Whether the event is focused on instruction, a panel or just a happy hour, it provides opportunities to meet potential partners, learn about your competition, and expand your list of contacts.

For the non-salesperson, sparking a conversation with a stranger can be an intimidating experience.  To help navigate the sometimes overwhelming environment of the networking event, I have listed nine strategies for success.

1. List your goals for the event. For example, you may want to give out 20 business cards or meet three CEOs.  A simple goal like this will keep you focused on working the room and prevent you from getting distracted by idle chatter about the playoffs.

2. Practice your messages before the event.  Create one sentence answers for the following basic questions: “What do you do?” “Why are you here?” “What does your company do?”  “How do you think social media is impacting our industry?” Also prepare for likely content-specific questions about your business.

3. Identify your target audience and let people know who you hope to meet. Many people at an event are not going to be prospective clients but you should be polite to everyone.  Staying focused on who could be a future client is important.  In the course of your conversations, feel free to mention the types of people you are hoping to meet and you may end up with valuable introductions.

4. Try a warm-up conversation.  Practicing in front of a mirror is one thing but nothing builds confidence for talking to prospective clients better than a few rounds with someone as nervous as you. This person might be unemployed or working at a more junior level so you’ll only need to talk for a few minutes, but this strategy allows you to rehearse your elevator pitch and answers to questions in suggestion #2.  Repeat, if necessary, until you are comfortable with your pitch and the social environment.

5. Arrange an introduction.  Since a formal introduction often makes a good impression, inform the event organizer of your target audience. The organizer generally knows many of the people in attendance and loves to introduce people. The organizer will be swamped at the beginning of the event so try to connect before the raffle or announcements that occur later in the event. Being a newcomer to a networking event often elicits special efforts to introduce you to others and make you feel comfortable.

6. Approach a group with confidence. Social norms teach us that interrupting a group mid conversation is rude, but not at networking events. This can be the most terrifying part of networking, but most people are open to it and appreciate a fresh face.  Practicing your messages ahead of time and warming up will help to make a confident first impression and steer the conversation toward your objectives.

7. Know how and when to leave a conversation.  If your goal is to pass out 20 business cards, it won’t happen if you stick with one group all night. You must learn to feel comfortable excusing yourself to move on to others.  If those you are talking to aren’t in your target audience, don’t know anyone in your target audience, or won’t let you get a word in after five minutes, it’s time to move on.

8. Consider using ice-breakers.  If you are not comfortable jumping into a group, you might use an ice-breaker to attract people to you.  Examples include wearing a creative name-tag, standing by the open bar, or carrying a popular book or electronic gadget (e.g., the original iphone). It will probably be harder to complete your goals using this tactic but this strategy may help to get you started in an unfamiliar event or setting.

9. Bring a colleague or friend.  Similar to using an ice-breaker, bringing a colleague or friend to an event may be a helpful crutch in navigating the initial awkwardness of networking.  However, if the other person is uninterested in the subject matter or bored with those at the event, this strategy can make it more difficult to accomplish your goals.

BONUS TIP. What to drink: One drink can help to loosen you up for an informal, yet professional, conversation but more than one may obstruct your goals.  If possible, I like to get club soda with a lime.  It looks like a gin and tonic so others don’t ask “Where’s your drink!” but you’ll be on point all night.

Consciously employing these strategies throughout a networking event will help you to have fun and to meet some interesting business prospects. And don’t forget to pass out your business cards!