15 May 2007

Conferences may offer a buffet of informative seminars, practical workshops, and innovative products, but the greatest offering is the table of guests it gathers to eat together. A unique, never-before-assembled combination of people with some common thread of interest, gathering together with a mindset of learning; this is fertile ground. In the end, conferences are all about the networking.

 The term “networking” conjures up different images for each of us, but keep in mind its main objective. You really do not need “Vendor-X” to renegotiate your discount and you really cannot convince “Corporation-Y” to enter a new contract with you; what you really need are key people from these businesses willing to work with you. Networking is about meeting those key people and matching up your needs and goals with theirs. It is all about connecting with the faces and the personalities which are behind all the decision-making. A conference setting may not be the place to sign contracts, but if a good connection is made, future alliance becomes a real possibility.

Preparing for the scheduling aspects of a conference may feel like familiar territory, but how do you “prepare” to network? Effective networking requires conscious effort before, during and after the conference. These three tips will help you make the most of your experience.

1. Stay at the hotel hosting the conference.

Realize that “hallway time” between sessions is critical for interacting, but “after-hours time” is both sweet and powerful. Honest and “real” conversation happens more easily around a meal or drink, relaxing in the lobby, or working out in the exercise room than when everyone is rushing off to the next event. Conversation doesn’t all have to be about business in order to be relevant to business. Never minimize the value of small talk when it comes from a place of genuine interest; this is the stuff connections are made of. By the way, the value of these contact opportunities is far greater than the dollars you might have saved by staying with a friend 10 miles outside of town.

2. Keep your Focus on Connecting with People

Connecting with people is not the same as “making connections”. If “connecting” is a warm handshake and greeting by name, “making connections” is exchanging business cards with anyone who passes by. It might get your name out there, but what will be remembered about you? A conference is a great place to meet your heroes, get clarification from “experts”, and speak with others involved in various facets of your trade. Remember this: everybody, no matter how “famous” or "unknown", likes to be asked about them. Ask good questions and listen well. Whether you talk about business or share puppy training stories, you will have made a connection. Your genuine interest will make an impression and you will be remembered for it.

3. You are Always “On”, so Make the Most of Every Moment

At a public gathering, you are always on display; so use this to your advantage. Walk into every situation expecting another opportunity to connect.  Participate in each session by asking at least one good question; you will stand out to the speaker and provide others with an easy opening to approach you later. Take on the role of “host(ess)”; introduce yourself to people and introduce those with common interests to each other. Look for opportunities to thank those who have made your conference experience positive. A moment of kindness makes a strong impression. Finally, when you get home and sort through all those business cards you collected, remember to contact each one in some way. You may simply want to say you were glad to meet them and hope their conference experience was positive, but this keeps the door open for future interaction.

Networking is active work and takes far more effort than simply sitting and absorbing facts. Conference information can always be ordered in the form of DVDs, tapes and books. Connecting with individuals and the long lasting benefits this offers, these are the real reasons we go.