Networking Skills
Exhibit Hall Reception, Welcome Reception, Special Events, Cocktail Parties, Launch Events & Attendee Parties are all examples of Networking Events that are held during a trade show; are you and your Booth Staffers taking advantage of these valuable opportunities?
Why is it important to Network you ask?! Networking Events are where the "real connections" are made; over some cocktails and finger foods you can find a wide variety of people who can help your business and whom you can help, create a pool of people and information for partnering and exchanging ideas, create a support system for your business and MUCH MORE!
What are you waiting for?! Start looking for these Networking opportunities and make sure you list ALL of them as a "must attend" on your next Trade Show Schedule! You can't lose - you have the opportunity to make valuable business contacts AND you get free food & drinks for a few hours! : )
Where do you find Networking Events being held at a Trade Show?
Most Trade Show Producers have at least one Networking Event scheduled and most have more than one planned; check the schedule in the Exhibitor Kit and in communications you receive from the show to find a list of Networking Events available.
Other exhibitors hold events too; particularly in the months leading up to your next show, take a few moments to look through materials you receive by postal mail and email - instead of chucking or deleting them - you may have an invite to "the event of the year" in there! Keep in mind that you may need to check your spam folder for some of the email communications; since these tend to be sent out as mass
emails to all exhibitors/attendees, they may get caught in there!
If you are not the primary Trade Show contact from your company, ask that person to inform you of the Networking Events they hear about so you can add them to your schedule! If YOU are the primary Trade Show contact, add those networking events to the Booth Staffers Schedule!
With events on the schedule, now you're probably wondering, "HOW do I Network", OR "How can I teach my Booth Staffers to Network"?!
For starters, keep in mind that Networking is NOT about shoving your business card in everyone’s hand & bombarding them with every detail about what your business does and how great (you think) it is!
The simplest way to approach networking is with 2 primary goals in mind:
1.) Get to know as many people as possible; ASK them about THEIR business
2.) Get them to know you; TELL them about YOUR business
Try to keep the 80/20 rule in mind - listen 80% of the time and only talk 20% of the time. You'll learn A LOT more about contacts that way and have a better idea of how valuable - or not - each contact can be to you.
Start with some very basic information
Name, Company and Title
Then, explore whether you can benefit each other; ask questions:
- What does your company do?
- What industry do you serve?
- Who are your key prospects/clients?
- What type of products do you have?
- What is your competitive advantage?
Now that you've made some contacts, you'll need to evaluate them!
Very simply ask yourself; can you help them AND can they help you? When considering if this contact can help you, remember that the purpose of the relationship should not be to get their business, but to get business from everyone they know!
....If the answer is "Yes" then go build a relationship with this contact!
After determining the most valuable contacts, start building a relationship...
- Learn more about the contact(s) business, products and personal interests; consider setting up an initial in-person appointment for about 1 hour, or via phone if that works better
- Further educate them on your company, products and your personal interests
- Touch base often; try getting together in person whenever possible
- After you have built a relationship and developed a level of trust, start introducing them to other appropriate contacts of yours; in turn they are likely to do the same
- When looking for referrals, vendor recommendations and general business advice, turn to your base of contacts!
Be sure to maintain the relationship with your contacts...
Just like in your personal life, maintaining a business relationship takes work too; keep these helpful tips in mind, so a contact doesn't "break up" with you!
- Touch base often, particularly with your "most valuable" contacts; go to lunch or dinner, attend an event together, or simply pick up the phone and chat a bit!
- Check in with all contacts periodically, to maintain the relationship; even a simple quick email or card will do the trick!
- Prioritize contacts every so often; as your contact base grows, evaluate which contacts you should be in touch with frequently, or just periodically
You will come to find that some of your contacts will turn into some of your closest and long term friendships! For example, a contact I met many years ago on a Press Tour is now affectionately known as my "Step Dad"; he was as proud as my real dad watching me get married over this past summer! I can turn to him, as well as my other base of valuable contacts when I need business advice, vendor recommendations, or even something as simple as a good restaurant suggestion in a particular city! Networking can be VERY powerful -- go out and build some relationships through networking; call me if you need some help!
written by:
Linda Musgrove
Tradeshow Teacher
www.tsteacher.com
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Contributing Author:
Linda Musgrove is President of the Miami based Trade Show Training & Consulting firm, TradeShow Teacher, catering to businesses nationwide.
She has taught many companies over the years how to improve their trade show results through educational "Trade Show Tutoring" programs for individuals, departments or entire teams; and with the Trade Show Training Manual she authored, titled: Trade Show Training, for Increased Return On Investment.
Other Articles By This Author:
•Guerrila Marketing
•Fish Bowl Marketing
•Competitive Intelligence 101
•Market Segmentation
•Trade Show Technology Trends
•How To Select A Pop Up Trade Show Display
•How To Select A Table Top Show Display
•Table Top Expos
•How To Select A Targeted Trade Show
•Networking Skills
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