August 2007
Art of Networking |
Industry Events: Whom to Talk To … And Whom to Avoid
Industry events are crowded. You've got qualified industry buyers and sellers gathered in one place, the industry en masse. Throw in the industry media and a sprinkling of others, and you've got a huge morass of people to deal with—all of whom want to network.
Whom to Spend Time With
First, do your research before the show. Show literature will give you an idea of who is going to be there. Take some time to learn about them. Determine if there is common profitable ground between you. If so, make a point of seeking them out.
Also, every industry has "king makers." These folks are known for playing a prominent role in helping others achieve greatness. They may act as mentors, advisors, or even partners. Discover who they are, and make a point to seek them out. You definitely want to make sure they get to know who you are.
You never know who may be helpful in the long run, so be nice to everyone. Not only do people change positions with incredible frequency, they also have very long memories. The woman with whom you were snippy when she was "just an assistant" is less likely to warm to you when she's in charge of a regional branch.
People often bring their spouses or partners to tradeshows, conventions, and other industry events. Don't fall into the trap of ignoring them because they're not in the business. Recognize husbands, wives, and partners as powerful influencing forces.
Five rules of thumb for networking:
1. Do your research.
2. Know what you're saying—and to whom!
3. Seek out those who are influential and respected.
4. Always be polite.
5. Keep all humor clean and inoffensive.
Whom to Avoid
Just because someone shares your industry doesn't mean his outlook on life, ethics, or morals are the same as yours. There are bad apples in every field, and they should be avoided.
Of course, it's hard to tell who these bad apples are when you're new to the event and are meeting people for the first time. What should you do?
• Listen more than you talk.
• Watch whom the people you respect choose to associate with.
• Tune into your sixth sense, and trust your gut. If someone is imperious, rude, and offensive, they still might be very successful in business—but you might want to limit your interactions.
Remember, people tend to judge you by whom you associate with. If you're seen at events with the fellow who always tells racist jokes, for example, you may well be branded accordingly. Luckily, this works both ways. If you're seen with quality people, people assume you're quality as well.
Susan A. Friedmann, CSP, TheNichePreneur, is an internationally recognized expert who works with service professionals to increase their niche marketing potential. She's the author of Riches in Niches: How to Make it BIG in a Small Market (May 2007) and Meeting & Event Planning for Dummies. In Riches in Niches, networking features prominently and BNI is the first listing of websites. Plus, many of Dr. Misner's books are listed in the recommended reading list under the topic of networking. Dr. Misner endorsed the book and his testimonial is featured on the book cover. To buy the book, visit www.richesinniches.com/book
