7-Steps to Master Networking Events

Networking events. Do those two words make you shiver? So many business owners and salespeople can't stand going to these events, or go because they think they should but don’t really know how to get the most out of them. While there may be other things you’d rather be doing at 6pm on a Thursday, when approached the right way, networking events can be a great way to learn something new, make new connections, and generate leads.

Here's a 7-step approach to make the most of these events, including when it’s okay to bug out and go home!

Step 1. CHOOSE YOUR ATTITUDE

Decide you're going to make the most of it, and that it's a good opportunity to exercise your brain and social skills. When you embrace the idea of meeting new people and learning something new, it changes your perspective.

Step 2. CREATE A GOAL

Before heading in, establish a goal for how many people you'll have a meaningful conversation with, or even how many leads you want to walk away with. When I say meaningful conversations, I mean choosing to really go deep with someone to learn about them and their profession. When setting this goal, make it reasonable - my goal is usually 3 or 4. When you achieve the goal, give yourself a break. Having a nice time? Then stay. If not, then tell yourself "mission accomplished" and exit without guilt.

Step 3. LOOK FOR SOLO'S OR TRIPLES

It's easy to walk up to an attendee standing alone looking for someone to talk to - those are the solos. Next is to look for groups of three - the triples. In a group of three, two people are generally talking to each other, and one is not really part of the conversation. This makes it easy to enter the group, and break off with that one person because they're feeling left out anyway. It can be a little nerve wracking to just walk into a group, but trust me on this one. If you just approach, that one person will notice you and usually create an opening.

Step 4. WHAT BRINGS YOU HERE?

So many people are at these events to network and sell, and they reek of that motivation in so many ways. Being overly polite. Holding a stack of business cards in their hand. Or my personal pet peeve - just walking around looking at name tags. Drives me bonkers! I actually go out of my way to NOT look at people’s name tags, and look people in the eye - how novel!

The classic, and terrible, first question is "So what do you do?" So lame!!!!! Those who ask this question are showing that they're just trying to size me up to see if I'm a lead. That's not how you build real relationships. Start with an easy question, "Where did you drive here from?" Easy to answer, and maybe you make a connection based on location. Roll with that small talk for a few minutes. Maybe make a comment on the traffic, the weather, that you like what they’re wearing, etc. Then transition to business with this question… "What brings you to this event?" You control the conversation, show that you’re just trying to make a genuine human connection, and that you’re curious to learn what their interest is in the topic or community of the event. This will almost always reveal something interesting and helpful to know.

Step 5. BE INTERESTED

Really listen to what they have to say, and ask probing questions to really understand. Let’s say you are in the payroll business, and the person you’re talking to is an automotive engineer. One approach is to think, “Ugh, this dude’s never going to buy payroll solutions from me.” The other approach is to think, “How interesting. Let me take 10-minutes to learn about automotive engineering or how this person got into that profession.”

So often someone will ask me a question about what brought me to the event, my profession, etc. and I'll answer. But the look on their face, their eyes dancing around the room looking for who else they could be talking to, clearly reveals that they aren't really paying attention to what I’m saying, or don't actually care. Please - don't be that person. Take an interest. Ask questions about their industry, their career, their business, etc. to really understand. Even if it has nothing to do with your business, even if they won't be a sales lead. Just learn something new. You never know where the relationship could go. You don’t have to stay in this conversation for 20-minutes. But when you’re talking to someone - be engaged.

Step 6. BE READY TO INTRO

Eventually they're going to ask what you do, and be ready for a solid intro of why you're there, what your company does, your role, etc. It’s always best when someone pulls you into this conversation versus you pushing it onto them. I will even hesitate to even answer their question until I feel satisfied that I’ve completed Step 5 above and really understand them. Because again - I genuinely want to learn. And when I’m genuinely engaged, they’ll notice, and then they’ll usually extend that same courtesy and genuine approach back to me.

When you do make that intro to yourself, if you know the person won't be a relevant lead for you, then tell them the type of people you want to connect with. For example, “I’m looking for business leaders who think their sales team needs to a new approach to how they work with customers, so that they can win more sales. If you come across anyone like that, send them my way.” Now you'll have someone looking out for you. And because of the points above - they're more likely to make those intros, because they like you.

Step 7. EXIT THE CONVO GRACEFULLY.

Eventually it's time to wrap the conversation and move on to someone else. Don't be bashful. It's okay to just say, "Well, great to meet you. I'm going to go mingle around a bit." That's why you're there. It’s really as simple as that.

Those are my simple 7-steps to not only master networking events, but to also find some enjoyment in being there and get something out of it. So go sign up for that next event, and give it a try!