It’s amazing. A couple of weeks ago, I wrote about how I was going to change the direction for Go Go Mama Go. I’m happy to say that I’m getting phenomenal responses. Lots of people have been emailing me, letting me know that they think my mandate is spot-on. I’ve also received a flood of requests to participate in my interviews and features. Thanks everyone for the terrific support!
A huge part of my readership is small business woman entrepreneurs – particularly mom entrepreneurs. So in addition to my interviews and features, I’m continuing to focus on providing tips for that audience.
Last week, I wrote a bit about networking. I think most everyone in business realizes how critical networking is to the success of any enterprise. So you’ve identified an event you want to go to – now what? Don’t show up to the event cold. Research – if only even a little bit – can make a huge difference in how successful the networking event is to you. With a bit of preparation, you’ll be able to get way more mileage out of the event and not waste your time.
Research the Event
When you decide that you’re going to attend an event, make sure you complete a bit of research about the event ahead of time. The most obvious item to research is the topic, focus or theme of the event. There’s an event that occurs here in Toronto called Web Analytics Wednesdays. I actually have never attended, but I know that the event was very casual, usually at a bar. People talked a bit about analytics, but generally the conversation strayed to more social topics and the event became more about catching up with old friends.
Find out how many people are attending the event – is it going to be a small, casual event around a bunch of tables at a bar? Is it going to be a massive breakfast where you are stuck with people around a table? Is it a keynote speaker style event or a mixer? If it’s going to be a breakfast, for example, you might not get a chance to meet many people beyond your table, but it may mean that you might not need to work so hard at striking up conversations.
Also find out what kind of people will be attending the event, particularly the level of seniority. Will there be more new entrepreneurs or more seasoned and established entrepreneurs? Both have their value and benefit to any business owner, but it means you might prepare or network differently while at the event.
Assess Your Dress
Once you’ve completed your research, be sure to plan your attire appropriately. Business attire these days runs the gamut from jeans and flip flops all the way to the classic only-blue or black suit and pantyhose. I’m not going to go into what is and is not appropriate to wear since there are tons of resources out there that cover this topic already. However, my only comment is that you should change your style to match the level and type of event that you are attending. If you’re meeting with a bunch of web designers, please don’t show up in a stodgy suit, unless it’s ultra funky, or you will not be spoken to. Likewise, if you show up in jeans and sneakers at a breakfast full of VPs from major corporations, you may not be taken so seriously (although I have seen certain people pull this off).
Other things to think about: if you’re going to stand all night, think about your footwear. I once made the mistake of breaking-in new high-heels during a very big networking event that I was running. By the end of the night, I didn’t care who saw me, those bad-girls were coming off my feet or I was going to kill someone.
Also if you are coming direct from the office, try to figure out a place for your laptop. Don’t bring it to the event or else you will look like a dork carrying around a briefcase – unless of course you are showing up to a small venue that allows you to store your bags discreetly. Again, research ahead of time.
Arm With Cards
This may seem unbelievably obvious, but I can’t tell you how many times I’ve forgotten business cards. I don’t carry around business card holders and I find storing business cards in my wallet cumbersome, so I frequently forget them.
If you don’t have cards, get them done. They don’t need to be fancy. They just need to look professional – and let me emphasize, professional. The paper should not be flimsy (a decent card stock will do) and the design should be appealing. Think of your card like a resume that you give someone after you meet them. It represents you and your business months – sometimes years – after you have left it in someone’s hand.
To Eat or Not To Eat
Find out if the event is catered and to what degree will it be catered. Breakfasts and lunches are obvious, but oftentimes after work events only provide nibbles, if that. Know what you’re getting into so you can eat appropriately beforehand. Nothing is worse that getting tipsy since you’ve misjudged your food intake or having to cut out early because you’re starving.
Also, find out whether or not you need to bring money for the bar. If you are not sure, come with a few bucks just in case. Years ago, someone gave me the tip of drinking wine spritzers instead of wine since they don’t have the same alcohol content. Or just drink non-alcoholic beverages. Most importantly, do not drink so much that you get drunk or even tipsy. I know: it’s obvious, but you never know.
Establish a Goal
I’ve saved the most important – and most overlooked – tip for last. Before you go to any event, make sure that have one or two goals defined. If there is no point to going, then why bother? Think of someone you’ve been trying to meet. Maybe this is the perfect time to get introduced to that person.
Keep in mind that it’s often impossible to get any time with keynote speakers or anyone else delivering a presentation since they are usually swarmed by other folks trying to do the same. Often a better strategy is to identify another attendee that you’ve wanted to connect with.
If approaching a specific person seems a bit too stalker-ish for you, you might want to think in more general terms. Consider some of the needs of your business. Have you been looking for a new designer? Accountant? You might be able to find someone who has hired a service provider that fits that bill. Are you wanting to chat about ad trafficking software and get someone’s opinion. Maybe you can get that accomplished as well.
To summarize: don’t just show up at a networking event cold. With a little bit of preparation, you can make the event much more relevant to your goals, and hopefully help you make connections that will help drive your business forward.
What do you do to prepare for a networking event? Please post comments below!
Also, what are your favourite networking associations for women in business? Please post below. I’ll be taking the best and including them as well as credit you for the contribution, in an upcoming post.
Happy weekend!
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