As the COVID-19 pandemic era continues to recede, we’re revisiting many of the activities that circumstances compelled us to (temporarily) reconfigure, as we transformed our homes into mission control—work from home, school at home, online orders for all manner of items delivered to our home. City council meetings, business conferences, museum exhibits, music performances and other events were accessed by videoconferencing because attending public in-person events was for many months out of the question.
While everyone greatly appreciated the convenience of Zoom and other video platforms that allowed us to maintain some semblance of normal life, we’ve collectively breathed a sigh of relief and we’re mostly done with staring at a computer in order to experience so much of life. It’s time to resume face2face In Real Life interaction. Those who sponsor professional development and other business meetings have noted that attendance at in-person events is now robust, while attendance at virtual events is waning, with the exception of webinars.
Hosts of in-person events report that networking and developing relationships now tops the list of priorities driving the renewed interested in such events in 2024. Previously, the primary reason to attend business events, in-person or virtual, was the professional development info obtained in the presentations. Today, however, YouTube et al. overflows with online tutorials, many of them free and delivered by well-respected presenters, making skills-building knowledge available at your convenience. As a result, meeting content has taken a back seat and the value of attending meetings and conferences has shifted to the opportunities you’ll have to meet and greet colleagues in-person and forge beneficial connections. Can we agree that it’s time to revitalize your face2face networking chops?
Refresh your networking pitch
There are many potential success factors to consider when launching and nurturing a business venture and developing relationships with the right people is one that you would be wise to address. Relationships you establish with colleagues might open doors to opportunities that advance business growth in ways that otherwise may not occur. Taking a proactive stance to meet people in professional and personal sectors will enable you to expand your circle of relationships and increase the possibility of encountering those who can help you in some way.
In other words, networking is central to your marketing strategy. Freelancers and other business owners can always be in networking mode, whether at a chamber of commerce event or when having drinks al fresco with friends on a warm summer evening.
- Re-examine your elevator pitch in all formats, from the 30 second self-introduction to the long form that’s rolled out when someone asks questions that signal genuine interest. Learn to articulate your brand and value proposition in two or three succinct and meaningful sentences, so you can fluently convey basic information about your venture when asked. You may find it helpful to use this formula to shape your elevator pitch:
- The product/service you offer
- For whom you work (your typical clients)
- The benefit derived (the problem you solve, your solution)
- Devise a networking agenda. It’s useful to have a purpose to remind yourself that you’re in the room to do more than eat, drink and talk sports. You don’t want to leave the event empty-handed; you invested time and money to be there, so to the best of your ability, make the experience worth the investment. This is my go-to agenda, because I find it easy to remember and carry out, but you can always create another that feels more natural to you, if you prefer:
- Get a client (a long-shot, for sure)
- Get a referral (you never know)
- Get information (useful, possibly actionable)
Conversation starters
Networking starts with a conversation and the proceedings are greatly enhanced by the participants’ Emotional Intelligence (E.Q.). A key ingredient of successful networking is a willingness to share part of yourself with someone you’ve not interacted with before, so that the two of you can begin to build a relationship. Networking in motion is about exchanging ideas, information, stories and active listening. What you don’t want to do is walk around the room flashing a big plastic smile as you give your elevator pitch and foist your business card on all whom you encounter. “Show interest in others, and others will show interest in you.” (Dale Carnegie [1888-1955, author of self-improvement, salesmanship and public speaking books)
To find the value of relationships at your next networking event, use your E.Q. to start conversations that just might create business opportunities for yourself and maybe a new colleague as well. Keep in mind also that the favor of making a referral may start with you and that an immediate return on networking conversation is unlikely. Your expectations will not be met if you think you’ll be introduced to a new client sometime in the immediate future. Another hint—avoid trying to strike up a conversation with a large group of people. Instead of trying to chat with five people standing in a circle by the bar, keep an eye out for someone who’s alone; you’ll feel more comfortable approaching these people and they’ll probably be very happy to meet you and talk.
But back to getting conversations rolling—Preston Ni, communication coach and instructor in communication studies at Foothill College in Los Altos Hills, CA, has identified easy-to-remember, open-ended follow-up phrases that function as icebreakers that make almost any conversation feel organic and will keep the momentum moving forward.
1. “How did you get involved in …?”
The question may follow-up to the other person’s mention of a current project, his/her job or company, or the very event that the two of you find yourselves in now. Depending on the situation, you could ask what brought him/her there that day, or what has sparked his/her involvement with the topic at hand.
The idea is to ask a generic question, without resorting to some variation of “How are you?” which tends to be answered with a reflexive, “Fine, how are you?” With a slightly more specific question that is still open-ended, you capture the other person’s attention and invite him/her to give you a thoughtful answer, one that invites him/her to take the reply in any direction and also enables a story that can be shared.
2. “That’s interesting. Tell me more!”
After the introductions, ask a question that starts with the phrase tell me and then actively listen as your new acquaintance does what s/he likes best—talking about themselves! You will make a friend. The phrase tell me communicates to the person you’ve just met that you are interested in what s/he has to say and that you value his/her opinion, which is affirming. Tell me is a powerful invitation to your newest acquaintance to speak his/her mind or share a story, Who doesn’t love to talk about themselves?
“It has the multiple benefits of saving speech and energy, maintaining engagement, and being attentive to your partner,” Ni says. “A good conversational partner will reciprocate the attention by asking questions about you in return, which will also facilitate the discussion.”
3. “If you were the event organizer, what topic(s) would you ask the speaker to address?”
Talking about the event is an engrossing way to start and sustain a rewarding conversation and give insight into a colleague’s perspective—and that is sure to be enlightening. A question that explores what your new acquaintance sees as an “ideal” event also expands the common ground between you. It’s a thoughtful conversation starter for those who want to get down to business quickly. It’s also easier to have a lengthy back-and-forth discussion about such a meaty topic, so you won’t encounter any awkward silences.
4. “What subject has your attention right now?”
When you’ve just met someone and you’re searching for ways to connect, this question can open the door to a discussion about business, family, extracurricular activities, a much-anticipated vacation—or even home renovations! The person to whom you put this question is certain to light up and be happy to talk and you’ll be on your way to building a relationship.
Host your meet-up
If you’re able, find the budget to attend an in-person conference in 2024. On the other hand, why not be truly adventurous and host an in-person networking event yourself? You may be able to host a networking event in your local library—a great place to meet and keep costs down as well. Your in-person MeetUp guest list can consist of your LinkedIn connections who live locally, plus other business contacts to round out your invitations. How cool is that?
Reserve a room at your venue of choice and order up a few light nibbles and drinks—beer and wine if the venue allows, or sparkling cider and water. Your job as event host is to introduce people and facilitate conversations and relationship-building. The options are many and the rewards are exponential and endless.
Thanks for reading,
Kim
Image: © NDABCREATIVITY
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