Never Walk Into an Event Without an Agenda

An agenda clearly shows what you hope to accomplish within the time allotted. This is true for meetings, seminars and events.

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, shake every clammy hand in the room and wander out with a hand full of cards, a case of indigestion and no idea if they got any business.

No wonder people dislike networking. As with all things, there is a right and a wrong way to use a networking event. I suggest the better way to work a room is to come into it with an agenda so you know 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 exactly the types of people you need to meet. Your agenda should list the types of people and I suggest you keep the list short, perhaps only two or three types.

If you are looking for clients, then you need to be able to describe, very specifically, who that client might be. Think about your current client base and determine where 80% of your revenue is coming from. Usually, you’ll find it comes from 20% of your clients. Now look at that 20% and try to see a pattern that distinguishes them from your other, less productive clients. Are they CPAs, bankers or lawyers? Are they retail vendors, dry cleaners or restaurants? Are they big companies or small start-ups, have they been around for a while or are they a new franchise in the area? Once you see the trends in your existing clients, then you’ll know what to look for when you go to an event. Be focused on what you need and spend the bulk of your effort looking for those types of people.

What if you aren’t looking for clients this time but, instead, you are hoping to expand your Strategic Partner list. Because you are a florist (for example), tonight you are looking for a big name caterer, the top of the line limousine company in town and one more great hotel. 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 Partners because they can bring you plenty of brides.

Whether its Strategic Partners or new clients, those are the people on your agenda and that’s who you are looking for. When you arrive, locate your host or hostess and get them involved in your search. Describe your client or Strategic Partner 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 hostess who SHE needs to meet and offer to take her card. It’s a small world, chances are you know someone the hostess needs to meet. Now simply repeat this process as you move about the room. Eventually, you’ll find someone who knows someone that you need to meet. Remember to return the favor. As you meet people at this event, 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 that your name stays on their mind.

There are a considerable number of tips for making this process successful and easy. Check out the Marketing Skills Training for some other great ideas. Or better yet, invite me to come with you to an event and I’ll serve as your personal introduction!