An agenda clearly shows what you hope to accomplish within the limited time allotted. This is true for meetings, seminars and especially for networking events. Never walk into an event without an agenda.
Networking is the quickest and least expensive way to find the people you need to meet. Hate going to networking events? Join the club. Most people dislike them because they aren’t using them effectively. In general, people walk into an event, attempt to shake every clammy hand in the room and wander out with a pocket full of cards, a case of indigestion and no idea if they got any business. No wonder so many people dislike networking.
There is a more effective way to get your money’s worth at networking events. I suggest the best way to work a room is to come into it knowing exactly what you need to do in the time you have available.
An agenda will keep you focused on who you need to meet so you can concentrate all your efforts on finding them. This gets considerably easier when you solicit others to help you AND you have a mental list of the types of people you need to meet. In a minute, I’ll talk more about getting others to help you.
Your agenda should be written down – even if it’s just on a sticky note (remember to check it later to determine if you were successful at the event). If you hold yourself accountable for achieving specific goals when networking, you’ll turn those events into a continuous source of new business. And you'll have the added benefit of feeling more confident about the networking experience.
There are several things that should be on your agenda. First, list the types of contacts you want to make. Networking is all about building relationships and all businesses need several different types of relationships. Obviously, clients are the first that come to mind.
The other types of people you look for should include referrals for others, advisors and Strategic Referral Partners for ourselves. You may also have need for services for your own business. Regardless of who you may be looking for, set a goal for the number of people you'll talk to and the number of follow up contacts you need in order to consider the event a success. More about that in a moment.
Let’s start with clients. If you’re looking for clients, you need to be able to describe, very specifically, who that client might be. For a complete review of how to identify your perfect client, and explain it to others, check out the article Identifying Your Perfect Client (and why it matters).
As an example, when someone asks me, “Who do you need to meet?”, I tell them my perfect clients are solopreneurs, entrepreneurs, and small business who build their business through networking, either online or in person. They are most often women and tend to be accountants/CPAs, attorneys, doctors, alternative healers, staffing firms and coaches.
When I do this, people immediately identify someone they already know or, perhaps, just met at the event we’re attending. If I were to go further and say, “She probably hates networking and is usually the first to leave” the person listening may have already formed a mental picture of the persona I’ve described. The goal is to be specific enough to have someone say “That sounds like someone I know (or just met).”
The same goes for the other types of people you want to meet. I mentioned earlier you might be looking for an advisor or business service for your own company or you may be looking for referrals for others. Remember to keep other’s needs in mind when networking. If your client has mentioned they are having trouble with their printer or can’t get a reliable HVAC contractor, add those needs to your agenda and keep your eyes open. By being a resource to others, you show you care and deepen the relationship with the person you help.
Another type of person you may be seeking are additions to your Strategic Referral Partner list. For example, if you are a florist, tonight you may be looking for a big name caterer, the top of the line limo company in town or one more great hotel with a nice ball room. Why these people? Because they all share your client base: brides. Of course, you are still looking for brides and others who need flowers, but your focus tonight is potential Strategic Referral Partners because they can bring you plenty of brides.
For a very good tutorial on how to work events like this, check out my audio seminar, The Key to Networking Success: What Do You Say After You Say ‘Hello’? For only $14.99, you’ll learn the five steps for turning networking into real business. Become the master of conversation using The Elevator Speech Therapist’s™ proven techniques.
Now let’s talk about how to find these people at the networking event. When you arrive, locate your host or hostess and get them involved in your search. Describe the people you’re looking for and ask if any of those types of people are in the room tonight. That starts the conversation and, if they do know them, you can ask them to make the introduction.
If none of the people on your agenda are in the room, ask her who IS in the room that she thinks you may need to meet. Chances are, she’ll know someone that would be a good connection – especially if you’ve already described to her the types of folks you’re looking to meet. Before you move on, be sure to ask your host/hostess who THEY need to meet and offer to take their card. It’s a small world, chances are you know someone he or she needs to meet.
Other people who can help you find prospects are people you already know. Don’t spend a lot of time with them but do check in, say hello, ask them who they are looking for tonight and then remind them who you’re looking for. You’ll also want to repeat this process as you move about the room. Each person you meet can become a referral source. Even if the person you meet doesn’t appear to be a good candidate for you, there is the chance they may meet someone else and, if you made a good impression, they’ll think about your needs as they continue to work the room.
Eventually, you’ll find someone who knows someone that you need to meet. Remember to return the favor. As you meet people, be sure to ask who they need to meet. Be thinking about who you can introduce those people to as you move about the room. The whole idea is to be a resource to others so your name stays on their mind.
Let’s chat a bit about the actual agenda. A typical agenda might include the number of appointments you want to make for your own business (five), the number of referrals you’d like to get for your clients (two), the particular advisor you need for your own business (CPA advice) and a service you need to purchase (web SEO). Don’t forget those new Strategic Referral Partners you currently need (one web designer, one PR specialist). As a bonus, decide how many people you want to have lunch or coffee with simply because you liked their energy and want to know them better .
Here comes the hard part: don’t leave the event until you have at least 75% of the items on your agenda. If you consistently push yourself, you'll find your networking success increases and your revenue begins to go through the roof!
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Implementing Ellen's technique made an immediate impact! I feel a greater sense of confidence and effectiveness. My calendar is getting busier and I’m meeting more of the “right” people
to help build my business." Anna Brent, MBA, CPA
