Networking Events

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Introduction to Networking at Events Anthony Miyazaki

Revised July 2019

Networking with other professionals in your field or related fields is a critical component of building your professional brand. There are many ways to network: online, one-on-one, in groups, at events, etc. For now, let’s talk about networking at professional events, and how to make the process both efficient and effective.

There are several types of professional events at which you can practice your networking skills. Conferences with multiple sessions often present ample opportunities for networking due to breaks between sessions where you can meet new people, as well as meals and evening get-togethers where you can further those relationships. Single-speaker events, training sessions, and workshops are more difficult for networking because the amount of pre- and post-event opportunities for socializing may be limited. Professional luncheons or dinners are great opportunities to get to know someone at a deeper level, but whether that deeper relationship will lead to beneficial outcomes will often be determined by whom you’re seated. Finally, there are a number of formal networking events that are designed to get people to socialize and connect, but they may present a challenge in that many of the people there are often focused on what they can get from you rather than on making meaningful connections. Regardless of the type of professional event, there are almost always opportunities to network if you know where to look for them.

When presented with the challenge of networking at an event, many people get nervous or become concerned that they’ll come across as needy or odd or pushy during their attempts to connect. Using time-tested networking practices will virtually ensure that this won’t be the case. Learning how to network effectively will not only help you get more out of your networking activities while at professional events but will also help you feel more at ease during that process.

Networking Is Work

The purpose of networking is to connect with other individuals with the hopes of building meaningful relationships that will result in win-win situations for both parties. When you begin your networking process with that in mind, you’ll discover more opportunities to connect in ways that will benefit both you and the people you meet.

As you contemplate, plan, execute, and reflect on your networking activities, it’s important to remember that networking is indeed “work.” As with most work activities, it will be essential not only to plan out your approach to a networking opportunity, but also to reflect on your performance afterwards with hopes of improving your performance for future events.

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Things to Do

There are several ways you can make your networking exercises more effective, but the eight suggestions below are essentials that should always be considered while planning your adventures.

1. Start with learning as much as you can about the event. What types of people attend and

what is the general atmosphere (casual or formal)? At the very least, do a little research on the people who will host and speak at the event. If possible, acquire a list of attendees prior to the event so that you can learn about them as well. Your mission here is to learn which people have interests, expertise, or experience that would be useful to you in the long-term for your professional brand and in marketing yourself. You should determine how you can offer some true value to them as well. Remember, your purpose is to connect, not to make a sales pitch. Google and LinkedIn are excellent resources for learning prior to the event.

2. Use LinkedIn to connect with as many people as possible prior to the event. As you send a

connection request, let them know that you’ll be attending the same event and that you’d like to connect ahead of time in hopes of finding any potential synergies or shared interests. Be sure to make a note of which people accepted your connection invitations so you can thank them if you happen to meet them in person at the event.

3. Set goals as to who you would like to meet and what type of interactions you desire. You

may want to have just a short introductory chat with some people, while with others you might try to sit at the same table for lunch and bring up conversation that you hope will be of interest to the others seated with you.

4. Be prepared to introduce yourself. Yes, this most likely means that you’ll have to prepare

some type of “elevator pitch” so that you don’t stumble around trying to say who you are in the 20-40 seconds allotted to you. Preparing (and practicing) that pitch doesn’t mean that you can’t stray from it, but it does allow you the comfort of knowing what to say when it’s your turn to speak.

5. Arrive early and focus on networking rather than eating or drinking. Better to leave a

reception hungry and with some great connections than leave full (or worse) and with only a few meaningless encounters.

6. Be sincere in trying to connect and in trying to help others. If you’re fake, it likely will

show through. If you have very little to offer, make the meeting brief and cordial. There will always be opportunities later. If you promise to email a reference to an article or make a LinkedIn introduction to another person, be sure to write down your promise at that moment. This also gives you an opportunity to get an email address, phone number, or spelling of a name if it’s not already known.

7. Have something to say, particularly if you’re meeting a keynote or headlining presenter.

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Merely saying “I’ve always wanted to meet you” or “You’re awesome” isn’t memorable. Read one or more of their books or articles prior to the event and comment on those instead. (Perhaps something like, “I’ve been reading your blog posts and the one you wrote on networking a few months ago really caught my attention.”)

8. Follow up with a LinkedIn connection request, an email, a phone call, or in some other

manner. If you’ve promised to send something or make an introduction, do so within a day or two of the events. On the day after an event, you should always allocate some post- event follow-up time into your schedule so that the follow-up is not delayed for too long of a time.

Things Not to Do

There are several activities to avoid as well. Some of these can be devastating to your networking attempts. Remember that it’s better to make no impression at all than to make an extremely bad impression.

1. Do not attempt to make a sale. Networking is about connecting and providing value (think

in terms of service for free), not about selling. That may or may not occur further down the line.

2. Do not hang out with the people you know, particularly with your colleagues from work.

The purpose of networking is to meet new people and form new connections. Make a rule with your co-workers that you’ll all eat at different tables during meals, sit by different people in the conference sessions, and stand by different people during the breaks. You can chat with your friends on the days following the event.

3. Do not spend too much time with a person who is intent on selling to you. As you meet

people, you may run into someone who just doesn’t get the connection and value concepts. Chat for a short time, and then excuse yourself by letting the person know that you’re trying to find a particular person with the hopes of connecting with them in person after connecting online. Perhaps your current speaking partner will know the person and introduce you.

4. Do not check out mentally if you end up eating beside people with whom you have little or

no interests. This is a great opportunity to practice your listening and socializing skills. Focus on helping those people have an enjoyable time. (And maybe if you’re lucky, they’ll be able to introduce you to someone with mutual interests.)

5. Do not ask for free advice for your business. It’s one thing to ask people for opinions

about relevant topics but keep away from requesting gratis consulting.

6. Do not take up all of someone’s time. Realize that they, too, may be interested in meeting

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and connecting with others. Watch for clues that they would like to move on and allow for a gracious exit.

A Networking Process

To help your networking be more productive, you can use the PERM method (Plan, Execute, Reflect, Modify) to develop a simple networking process that will help you improve your networking success each time you attend an event.

To Plan for success in networking at an event, you should review the Do and Don’t items so that they’re top of mind. Do your research on the event and the people and set your goals accordingly.

When it’s time to Execute, do so with confidence and energy. Plenty of rest prior to a networking event is essential so that you’re energized and alert. Watch for opportunities and keep in mind your desire to help others rather than just help yourself.

As soon after the event as possible, Reflect on your performance. Did you reach your goals that you set? For the ones you missed, what could you have done to improve your performance? How do you think people perceived you during the event? Are there things you could have done to make those perceptions more positive?

Finally, reflection does little good if you’re not willing to Modify your behaviors in anticipation of the next event. Consider what changes you can make in your planning and execution, and then implement those changes so that the next event is even better than the first.

If you follow the PERM method every time, you’ll find that your networking skills will be strengthened, and you’ll become an efficient and effective networker.

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