March 2005

Getting the most bang from a networking event

Sharon Williams

by Sharon Williams

Ever thought about hosting your own networking event and promoting your business at the same time? Ah ha, what a wonderful idea – you could invite non-competing business associates, other entrepreneurs, etc., and tell them to bring a friend.  

I’m an introvert. Is it really that simple? It could be, but if you are too bashful to take the lead, ask an outgoing, non-competing business acquaintance to joint sponsor the event. Share the work and share the reward.

Preliminary Planning

1. Set a date.
2. Select and reserve a facility. It could be a local restaurant, club, meeting room, library, community room, etc.
3. Ensure the area has adequate parking.
4. Develop a preliminary guest list. Tell your guests to bring a friend.
5. Determine your budget based on estimated costs of food, mailings, etc. (if applicable).
6. Determine if the event will be "free" or you will charge a "minimal" fee to cover expenses.
7. Finalize menu.
8. Decide if you will have a guest speaker or allow brief presentations by participants. Naturally, plan to take a few moments to introduce yourself and your business.
9. Make a site visit and meet your sales representative about room set-up, A/V needs, etc. (if applicable).
10. Plan a "datesaver" letter, postcard or appropriate email communiqué.
11. Invite your guests.

One Week Before Event

1. Print appropriate quantities of your company materials. Remember, the purpose is to promote your business.
2. Stuff registration packets (if any).
3. Print nametags and double check spelling of all names.
4. Notify caterer of counts and if they are significantly lower or higher than initially expected (if applicable).

Event Day

1. Arrive early, make sure all arrangements are in place and station yourself at the front door.
2. Meet and greet your guests.
3. Provide a sign-in sheet or method to capture contact information, i.e., prize drawing, raffle, etc. Don't forget to request that all-important email address so you can have an inexpensive means to communicate later.
4. Relax and smile!
5. Never tell "war stories" to your guests or intimate that things might be less than perfect. Chances are no one but you will notice any mistakes.
6. Mingle and enjoy the event.

After the Event

1. Close the books — pay all bills.
2. Send thank you notes to all attendees. (Good way to keep in touch)
3. Compile and review evaluation results (if applicable).

How to Make the Most Out of the Event

• Decide in advance whom you want to meet. Define your ideal customer / contact. Be very specific and clear. Recognize the opportunity and help others bring opportunity to you. Your objective then becomes meeting individuals who can move you closer to your ideal client. When you are in conversation with someone new, ask questions that will help you learn about what that other person is looking for and then match his or her responses against what you have to offer. Be prepared to tell people your audio logo (elevator speech) in 30 seconds or less. What you do is not your job or title but the solutions you offer.
• Practice listening. Pay attention to the other person’s conversation. Do not interrupt. Listen to what they are saying and not saying. Listen for opportunities where both of you may benefit.
• Create a tag line for your name badge that will stimulate curiosity and conversation. For example, a coach may use – “Will coach for chocolate” as her tag line. Think of an interesting word or phrase that best describes what you do? My tag line is, The 24 Hour Secretary, The “I Needed It Yesterday” Company. When asked what the tag means, I explain that we provide admin, secretarial and virtual assistant services 24 hours a day, every day and handle all the tasks you hate or don't have time to complete. Prospects usually respond, “I wish I’d met you last week when I had this big job I spent all night working on.” The conversation continues from that point and we discuss how we can mutually benefit from developing a relationship.
• Ask for help meeting people.  If you don’t know anyone, ask someone at the registration desk to suggest a member or attendee who can introduce you to your “ideal” prospects.
• Plan an opening statement or question to start a conversation. It could be something as simple as “Why did you come to this event tonight?” or something totally unrelated such as, “What’s your favorite color”? Don’t approach the person with a sales pitch or attempt to hog all their time. Remember, they want to mingle and meet potential clients too.
• Bring your business cards. Be prepared. Have a ready stock in your pocket (right pocket for your cards and left pocket for cards you receive). If a networker asks for your card and you reply “I ran out” or “forgot them”, it WILL leave a very bad impression. However, when you meet people who are good prospects for your product or service and they say they "just ran out" of cards, show them how you make it easy for people to work with you. Pass them your card with a pencil and ask them to fill out their contact information on the back. Make notes on the back of the cards you collect to remind yourself later about the people that you've met and what you want to remember about them.
• Keep moving. Don’t settle into one place with one person. Politely extricate yourself from a conversation, and then move to others in the room. Plan to meet up with your associates at the end of the event.
• Build your own network of relationships. Identify who you would like to be a part of your network, to refer business to, to partner with, and those who would increase your value to your customers. Then seek out those individuals or groups.
• Become memorable. Develop a follow-up system for keeping in touch with the people you meet and communicate with them on a regular basis. Send them tips or notes regarding information that may be of interest to them. (The information doesn’t always have to be business-oriented. It could be an interesting article about a hobby or trend the person mentioned). Before you know it, you will become a trusted source, business associate and become their “go-to” person.

You’re on your way to developing relationships that may lead to future business. So, if you are the “planner” or the “attendee”, there’s something for everyone at a networking event – if you know how to get the most bang from attending.

About the Author
Sharon Williams is a Master Virtual Assistant and president of The 24 Hour Secretary. Subscribe to Smart Business = Success, her free monthly ezine that provides up-to-the-minute tips that support your continued success. She is the author of Marketing Your VA Practice: It’s Not About Money, It’s About Having the Right Strategy. For more information about how she can save you time and money contact her by email at info@the24hoursecretary.com.