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E#192 How to Network Effectively at Events

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How to Network Effectively at Events

I have a slew of networking events coming up and I am mapping out my business and marketing goals for these events so I can network effectively and make the most of my time there. Today I’ll take you under the hood and share my top tips for effective networking at events.

If you’re like most people you might attend networking events, listen to the speakers or meet a few people, swap a few business cards and then go home. You might spend a lot of money or time to get there, for little or no return.

In this episode, I’ll talk about 
* Finding relevant events
* Starting with the Why – and Clear Goals
* Speakers and Attendees
* Breaking the Ice and Connecting
* How to follow up

I want to walk you through a process to make the most of any networking events that you attend so that you do more than just show up – you learn how best to network effectively, exchange value and gain important insights that will help you grow personally and/or professionally.

Finding Relevant Events

It’s one thing to decide that you’ll attend events, but I suggest that you focus on finding truly relevant events that are going to give you the most impact on your business.

For example, it might be tempting to attend events that are short, cheap or purely online, when it actually might be better for you to attend live events or to pay more money for bigger or better events that will progress your business.

You’d be looking for events that interest you, are related to your specialty, and might link you with potential clients and/or referral partners. The idea is to maximise your exposure to quality people and good opportunities for collaboration, introduction to clients or professional visibility and reputation.

Most industries have lists of events that occur throughout the year. For example in coaching, you can find relevant events in a few different ways:

  • Search online for ‘coaching conferences 2022’,
  • Join a newsletter list of a coaching organisation that regularly hosts events e.g. HCANZA, ICF, Institute of Coaching, so you can see what’s coming up and find something relevant.
  • find events in your niche area that might attract niche clients or collaborative businesses. o Event Brite is a good place to start o LinkedIn Events is another great option.

Start With the Why – and Clear Goals

There’s generally at least one good reason why you decide to attend a particular event.

Rather than just showing up to the event ‘because it’s interesting’ like a lot of people do, I encourage you to unpack all the whys for attending in advance. Doing this might help you to identify some marketing or other opportunities to make the most of your time at the event, which enables you to set some really clear goals for the event.

For example, I am presenting at or attending three events soon

  • The Share Your Brilliance Online Summit (May 23 – 27) (Free tickets here!)
  • The Digital Health Festival in Melbourne (May 31 – June 1), and
  • The HCANZA Coaching Conference on the Gold Coast (June 2 – 3).

I have mapped out a why for each of these events so that I make the most of my attendance.

For example, I have three marketing goals for the Digital Health Festival:

  1. To connect with like-minded people who are working to advance remote monitoring in mental health, so I can stay abreast of cutting-edge knowledge that might help the company I work for (Philia Labs),
  2. To meet some important networking contacts who can refer potential partners or investors, or who can provide support to Philia Labs, and
  3. To secure a certain number of appointments for demonstrations of PhiliaLabs’ product.

Also, I have three goals for the HCANZA conference (tickets here!):

  1. To inspire coaches in my presentation by explaining how to break ground and create an impact in your coaching businesses (with some great case studies)
  2. To meet network connections and potential collaborators on digital health and women’s health projects I’m working on, and
  3. To engage with my students and clients who I have only ever met online, catch up on their business progress and identify how I can best support them or connect them with opportunities.

For each event, I have worked out which people I want to talk to and how many follow up appointments I’d like to book.

Having these more specific targets means that I can show up and network purposefully and professionally and achieve some goals that will progress my business activities and growth.

Speakers and Attendees

As you’ve heard with my goals, it’s great to identify both speakers and potential attendees at an event you will be attending.

For example, at Share Your Brilliance Summit, I identified some wonderful speakers who could help me or my clients with different specialist areas of business.

At the Digital Health Festival in Melbourne, there are definitely speakers I want to talk to, but I also know that potential clients, competitors or collaborators might be wanting to see those same speakers. That means I’ll be primed to network with the audience at some of those presentations.

Breaking the Ice and Connecting

It’s one thing to attend an event and identify people you want to meet – but on the day, you need to be clear and confident about how you will approach them! It’s great to think about some interesting ice-breakers to start conversations and to practice your elevator pitch, so you feel ready and confident with engaging.

Check out the link in the episode notes.

Once you get past that first hurdle of breaking the ice, then you’re ready for connection – simply put your coaching hat on and ask, listen and reflect.

See if you can work out the person’s needs, wants, gaps in knowledge, common ground or synergies.

And if they seem like someone that you’d like to build a professional relationship with – invite them to follow up.

Those people would probably fall into one of six categories:

  • Ambassadors for your business
  • Influencers to help you gain visibility,
  • Referrers (to clients or opportunities)
  • Collaborators or partners
  • Leads (potential customers), or
  • Prospects (engaged and interested in buying).

It’s great to keep notes of the people you like (perhaps on your phone) – add their name and perhaps their website, phone number and also the category you’d assign them to.

Following Up

You’d probably be looking to create follow-up situations in one of several ways.

At a live event, swapping business cards is a great way to follow up – but take it one step further and agree on a date for a ‘coffee catch up’ online or in person.

The way you decide to connect would depend on the type of category that person falls into

For example, if you met an ambassador who wanted to showcase you or an influencer who wanted to mention you, then following them on social media and sending a private message would be one way to stay connected to them. You might also share some of their posts.

For referrers and collaborators, you might organise a Zoom meeting or a coffee date so you could talk about how you could help each other out.

For leads and prospects, you might invite them to follow you, and you might email them an article or podcast you created that might be interesting and valuable to them. Following that, you could organise a Zoom meeting or a coffee date to follow up.

Summary

As you can see, there’s more to events than just booking one and attending.

They present an opportunity to create connections that can help you to grow and build your business.

As we discussed, it’s about finding relevant events that give you the best opportunities first, then working on your why, your goals, who is attending, and how you will connect and follow up.

Ready to get clarity on your pathway to success?

Understanding who you are and what you need will allow your business to thrive! If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

Learn more here:

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Eppisode 92: Feeling Connected and Creating Clients

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If you are finding solo business hard, and want to feel more connected and create clients through networking, this episode is for you. We explore five ways to start building professional and personal networks to achieve these aims.

When you work in an office as part of a team, you get a sense of connection each day as you interact with others and share ideas, jokes or brainstorm work problems.

But when you start your own business, things can be a little bit different.

Some people run their business from within another business such as a wellness clinic or studio, and so they experience that much-needed peer interaction.

But what happens when you are flying solo, and operating from home?

We need a way to feel connected and supported in business so that we can find the motivation, energy, confidence and enthusiasm to persist.

On top of that, building professional and personal networks is a wonderful way to meet potential clients and referral partners who can send qualified referrals your way.

Let’s look at the various ways that solo business owners can build networks.

Joining a Health Professional Network 

Allied Health professionals often have either formal or informal meetings, social events and/or online groups for the purpose of networking, referring and collaborating.

Their meetings are typically monthly, bi-monthly or quarterly.

By reaching out to the Allied Health professionals in your area and catching up for a cup of coffee or brief Zoom introduction, you can quickly find out which ones are ‘your kind of person’ and find out where and how these professionals network in your local area.

If you are a member of the Coaching Success Accelerator, you can find a downloadable, step-by-step process for reaching out to Allied Health Professionals.

  • Action step: make a list of 10 practitioners in your local area, relevant to your niche or specialty area of coaching, and phone or email to book a time to chat.

You might also like to listen to episode 74 where I do a deep dive into how to build a referral network with Allied Health Professionals.

Also, check out episode 65 which is about communicating your value.

 

Allied Health professionals often have either formal or informal meetings, social events and/or online groups for the purpose of networking, referring and collaborating.

Their meetings are typically monthly, bi-monthly or quarterly.

By reaching out to the Allied Health professionals in your area and catching up for a cup of coffee or brief Zoom introduction, you can quickly find out which ones are ‘your kind of person’ and find out where and how these professionals network in your local area.

If you are a member of the Coaching Success Accelerator, you can find a downloadable, step-by-step process for reaching out to Allied Health Professionals.

  • Action step: make a list of 10 practitioners in your local area, relevant to your niche or specialty area of coaching, and phone or email to book a time to chat.

You might also like to listen to episode 74 where I do a deep dive into how to build a referral network with Allied Health Professionals.

Also, check out episode 65 which is about communicating your value.

Joining a Professional Industry Association

Every reputable profession has an industry association that acts as a voice for its members.

Their meetings are typically monthly, bi-monthly or quarterly.

Being a member of a professional association can provide opportunities to vote on important issues, but also, it lets your clients know that you work in a serious, credible profession that has a formal self-regulation process and quality standards.

Being featured on the home page of an industry association is another way for people to find you online, positioned in a professional environment.

In Australia and New Zealand, the premiere industry body is Health Coaches of Australia and New Zealand Association.

  • Action step: Contact HCANZA to enquire about membership.
  • Action step: apply to sit the NBHWC exam and become board-certified

Joining a Social Networking Group

LinkedIn is a globally-recognised platform for networking with other businesses and potential clients.

It has an advantage of being “more professional” than other social media channels, so may lend credibility and good business positioning.

You may make valuable connections for referral, collaboration or potential clients here.

There are industry-specific groups where you can network with peers in specific areas of health and wellbeing.

This is a great place to go if your niche group is a professional, entrepreneur and/or manager.

Facebook also offers support in the form of industry-specific groups, like the Students of Wellness Coaching Australia group.

  • Action step: Jump into LinkedIn, brush up your profile, and explore groups.
  • Action step: Join the Students of Wellness Coaching Australia group.[MW1] 

Joining a Local Business Network

Your local Chamber of Commerce is an active business hub where you can meet and rub shoulders with decision makers in your community.

Their meetings are typically monthly.

Depending on where you live, your local Chamber may be quite active or not so much.

In any case, it’s worth exploring the network to see who is involved, and to ask to attend a first meeting as a guest to see if it could be mutually beneficial.

Often, Chambers of Commerce have an active role in community projects, Council grants or industry-level initiatives that may be relevant to you (e.g. health related).

  • Action step: Google search your local Chamber to enquire about meeting dates, opportunities to attend and what is typically discussed

Start Your Own Group

An easy way to build professional alliances is to start your own group.

This is a good tactic for you if you are outgoing, love people and enjoy networking (otherwise it may feel like too much work – and you’re better off joining someone else’s network/group).

In a professional sense, this could be a mastermind, a specific collaboration project, or simply a peer support group.

Or even better – you can start your own Facebook or LinkedIn group to attract potential clients.  This is a bigger job than the others, but if you are ready to build a tribe of like minded people and have the energy to show up every day, this is a good option.

There are a variety of training courses that can help you do it right.

  • Action step: Consider whether you’re ready to start your own group and find a training course to help you do it right. 
  • Action step: If you are not ready, join a big group where your clients might be, and observe how it’s done.

Summary

It’s easy to feel isolated when you transition from a workplace to your own solo business.

However, I’ve listed FIVE options that you could start exploring to build professional and client networks for the purpose of feeling supported, brainstorming ideas and creating clients.

We need a way to feel connected and supported in business so that we can find the motivation, energy, confidence and enthusiasm to persist.

To get started, choose the one that feels like the best fit and make plans to join and explore what it’s like to be a member.

If that works well, schedule in the number of meetings or days you would like to attend (keep it small and simple!) and start getting into the hang of participating, contributing and collaborating.

When that’s working well, you may like to explore another option.

Now, it’s over to you.

What is your easiest and most obvious starting point?

Ready to get more connected and create clients?

It becomes a whole lot easier when you know how. If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

Learn more here:

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Episode 56: 5 Steps to Engaging Icebreaker Conversations

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This five step process will help you to break the ice with confidence to create strong connections and engagement.

When you start a business, one of the first things that you need to master is talking to people about what you do.

But if you’re like most people, you get nervous, flustered, and you get things wrong.

You freeze up, or you end up stumbling over your words.

Or maybe you aren’t quite sure what to say so you stand there silently, watching, wishing you could say something smart, witty or relevant.

The truth is, if you’re a new to business and networking it can feel a little bit uncomfortable, or it can feel downright uncomfortable. 

So today I want to walk you through a step-by-step process that you can use to help you to break the ice in all sorts of social and networking situations.

The goal of using this process is to feel more comfortable and confident when talking to people, making new connections and starting to generate business – and eventually become a household name!

And if you’re a coach, this is going to be easier than you think!

Let’s start at the beginning.

STEP 1 – Preparing for the Conversation

Your primary goal with this step is to feel prepared and confident before the event.

If you are going to an event to meet prospective clients or business partners, it can help you if you are feeling prepared. Feeling somewhat prepared means that you have a sense of confidence about showing up in the first place. You will more likely feel like you know what you are doing there. You will feel more comfortable knowing your place, who’s who, and what sorts of conversations you might be having.

So to prepare for the conversations you will have, there are four things you can do:

  1. Research the event or audience, 
  2. Review industry news, studies or current affairs
  3. Prepare some simple soundbites about what you do, and
  4. Establish some goals for the event.

Research the Event or Audience

It’s super easy to go online for 30 minutes and find out the history of the event, or the keynote speaker, or the organising group.

Discover what they stand for, what their mission is, and why the event is taking place.

If possible, look at the attendees list and decide who you might like to talk to. Research their background – their companies, interests and work ethic.

This is one way to feel prepared and to generate ideas for conversation.

Read the News

If you stay abreast of current affairs and latest research papers in your industry or related to your target market’s interests, you will find plenty of conversation starters. 

There are many ways you can turn the latest news or research into a conversation starter.

Here are some ideas:

  1. Apple is releasing a new iPhone in September – conversation about tech use, stress, blue light, monitoring apps.
  2. Bupa has a series of ads about self-care for mothers – conversation about the challenges of motherhood – did they get it right?

There are many ways you can turn the latest news or research into a conversation starter.

Prepare Some Soundbites

Invariably, someone will ask you why you are at the event, and possible what you do. Having some responses planned will help you navigate that part of the conversation smoothly.

If you have done your research you will have an answer to the ‘why are you here’ question.

Maybe it’s about professional development and networking.

Maybe you want to stay on top of industry trends.

Maybe you want to learn from industry experts, or about who else is out there servicing your niche.

These are all responses that could start a conversation about you. And when it comes to what you do, you need to have practiced a natural, authentic elevator pitch (a short one) that sounds aspirational but humble, and a bit like a vision.

If that engages interest, you’d have a longer elevator pitch prepared as well, to explain your mission and the benefits of what you do.

Establish Some Goals

I had a conversation with a student coach once, who was preparing for her first business networking event – a business networking lunch.

We discussed her setting some specific goals for the event so that she felt she had a specific purpose and focus.

I can’t remember her goals exactly but they were something like this:

  1. Without knowing exactly who would be there, she set a target number of people to talk to in the room – I think it was 5.
  2. She wanted to find common ground and aligned values with three local businesses who service her niche
  3. She wanted to learn from two experts about a specific topic.

As you can see these are simple goals that focus on connection and nothing else, and they evoke curiosity rather than fear.

She entered the event feeling confident and clear on how she would spend her time.

You could set goals like this or something different – it’s totally up to you.

Write down some ideas of questions you could ask, topics of interest, or the feelings you would like to have while you are there.

One thing’s for sure – when you set some goals and make a plan for the event you will feel a sense of relief, get a boost in confidence, and feel motivated about attending.

Invariably, someone will ask you why you are at the event, and possible what you do. Having some responses planned will help you navigate that part of the conversation smoothly.

STEP 2 – Set up the Conversation

Your primary goal with this step is to show up authentically.

No matter how good you are at networking, it can be difficult to start a conversation.

The goal of the conversation should always be get to know another person and to build rapport. 

If you are meeting someone for the first time, you want the other person to engage with you, to like you, and create a connection that you both value.

But we often approach these conversations the wrong way. 

Consider this for a moment.

You have just seen someone you would like to meet and you are considering your approach. You might think to yourself:

Are they going to like me?

Will they be able to connect me with clients?

Will they notice how nervous I am?

Will they be able to give me work? 

Will I be able to get my message across without seeming salesy? 

Which question should I ask next? 

What should I ask them about their business – or not?

Right now, take a step back and notice something that all of those things have in common.

The theme was this – all those thoughts and questions were all about you. And that’s the opposite way you need to be thinking.

The way to engage people and build trust and rapport is to make the conversation all about them. In other words, put your coaching skills into action!

When you shift the focus to the other person, with the idea that you have something to learn from them, then it takes away the focus on you and your nerves and needs.

Focusing on the other person raises curiosity, gratitude, warmth and empathy.

So when you are in the room and preparing to have a conversation, notice that your default  position might be fear and uncertainty, and you will need to refocus.

Think about the preparation you’ve done and focus on why you are here.

Remember that you will feel less anxious and more relaxed as you go.

If you feel awkward at any time, your fallback position is to ask a question, so the other person will speak and you get some time to think and process. 

STEP 3 – Breaking the Ice

Your primary goal with this step is to break the ice – to connect and engage confidently, authentically and with curiosity.

So, what do you say? How do you break the ice?

Think about the research you did and the goals you set. You should have a few topic ideas to get started.

For example, let’s say you are at a general business networking meeting and want to meet other businesses who also service your clients.

You could ask an icebreaker question such as:

  • What’s been the best experience you’ve had being in this group?
  • I’m curious – what inspired you to start your business in that particular area?
  • What do your clients love most about working with you?

Notice that these are all vision-style, big picture questions that invite a positive and expansive discussion.

Now let’s say that you went to a health and fitness expo and wanted to meet potential clients as you strolled around the booths and displays.

You could approach someone at a booth or who is waiting for a speaking event to start, and ask an icebreaker question such as:

  • I notice you’re checking out the fitness tights. What sport do you play?
  • I always feel so inspired at these events. What brought you here today?
  • This speaker is so amazing. What do you like best about her?

All you need to do is find someone to talk to, ask a thought-provoking question and listen carefully while the other person speaks.

Then, reflect what you hear to show you are listening.

Ask related, follow-on questions that go where the other person is taking the conversation.

If you start this way, you will break the ice, which is your primary goal. 

Now, consider how you might be able to SEE that the ice has been broken.

Certainly, body language and tone of voice will tell you if there is an authentic connection.

The person you are talking to will have relaxed body language. Their shoulders will relax. Their arms and legs will be open. Their pupils may be dilated. They may start to gesticulate. There will be a physical change in the other person.

Also, the cadence of their voice might slow down, or it may speed up if they get fired up about the topic. 

In any case, know that when you see and hear these signs, you have broken the ice and are ready to dig deeper into the conversation.

On the other hand, if you do NOT see these signs, don’t worry.

Not everyone has chemistry. You can end the conversation politely and move on, thanking them for their time and swapping cards with them.

STEP 4 – Building the Conversation 

Your primary goal with this step is to build the other person’s confidence and trust in you.

If there is a clear connection with someone, then you’ll want to build the conversation and take it deeper. 

You can ask more probing questions related to the initial conversation, or bigger picture questions. In other words, keep using your coaching skills! 

Ask for the other person’s opinions and insights.

If you have done your research and preparation, then you’ll have some background ideas and insights on the event or person that will help you come up with some insightful questions that will further the conversation.

At some point, the other person may ask you about yourself, so having a brief spiel about yourself or your business – an authentic elevator pitch – is a good idea.

At the end of the conversation you can decide where to take it.

Swapping business cards is a good start.

If you think there’s synergy worth pursuing, you can invite them to a coffee date or follow up chat.

Be specific and ask about their availability for a 30 minute chat in the next week.

Your self-confidence here will build the other person’s confidence and trust in you.

After the event, you may like to write notes on each business card you collected about the person and key points of interest.

STEP 5 – Following up

Your primary goal with this step is to demonstrate your accountability and professionalism.

If you have collected business cards from people it’s useful to follow up with them in a way that adds value.

You could, for example, send them a news article or link that they might find interesting or helpful, based on the conversation you had with them.

Or perhaps you ask if they are going to the next event, and would they like to meet beforehand for a drink.

If you discussed a coffee date or phone meeting, you can contact them the day before the arranged time to confirm it.

In either case, when you follow up proactively and with self-confidence, the other person will be impressed with your accountability and it will build their confidence in you.

This is an important outcome goal in any networking connection.

em.

The goal of the conversation should always be get to know another person and to build rapport. 

So to recap the five steps:

  1. Prepare for the specific event, what you will say, and goals, so you feel confident and ready
  2. Set yourself up to show up authentically, and ready with coaching-style conversation
  3. Break the ice and connect with confidence and curiosity
  4. Build the conversation with probing and broad questions – and build the other person’s trust and confidence
  5. Follow up promptly by adding value or to confirm – to show accountability and professionalism

Ready to master icebreaker conversations?

Try these five steps and watch your networking skills improve! If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

Learn more here:

Learn More