Nothin' but Net... working: Get in the game at B2B conferences
Dribble, pass, shoot. The buzzer blares: in-and-out heartbreak. Rebound, dribble, pass,shoot: Swish – nothin’ but net. A pick-up game at the gym, or networking at a business-to-business conference? Different scenarios, but similar tactics apply to both.
Although networking through the use of social media can have incredible benefits in the world of B2B marketing, sometimes it feels like riding the bench in the middle of the playoffs. So get in the game by getting away from the computer, because face-to-face interaction is still the best way to make connections and build your B2B business.
Sure, the idea of walking into a room where you don’t know a single person can be pretty daunting, but with a game plan, a goal in mind and a pocket full of business cards, you can work the room like a pro.
Here's a few tips for scoring at networking functions:
Check your attitude. It's key to get mentally geared up before you even show up. Since your attitude often guides your behavior, you must overcome any self-doubts that might hamstring your efforts.
Smile. Here’s a rule that is so simple and self-explanatory, it sometimes slips people’s minds. Some of us are so focused on networking that we don't realize we have frowns on our faces. Scowls and furrowed brows are forbidden. People are more likely to warm up to someone who says “Good morning” with a broad smile than they are to someone with a dour countenance.
Have a game plan. Know who you want to meet in advance, be it a specific person or just a certain type.
Introduce yourself. Don’t wait for an introduction. Before sitting down at the table, tell everyone your name and the name of your company. Be sure to talk to the people sitting next to you.
Ask questions of the people you meet. Never lead with your "elevator pitch." People are more interested in themselves than they are in you, so ask them questions to get them talking.
Have a clear understanding of what you do. Also why, for whom, and what makes your doing it special or different from others doing the same thing. In order to get referrals, you must first have a clear understanding of what you do that you can easily articulate to others.
Put your technology away. Don’t run to your phone. When you’re fiddling with electronics, you look busy and unapproachable. Wait until the next break to break out the Blackberry.
Introduce others. When you meet cool people, make an assist and connect them with others who might be beneficial to them. This includes others at the conference, as well as other people you might know. If you ask the right types of questions, you will easily spot connections that can help others. Don't ever worry about what's in it for you -- just be the person who helps others. You will see over time that others will return the favor.
Follow up. If you meet interesting people and you never follow up, it makes no difference. Own the follow up after you meet people, and send them an e-mail (or, better yet, a handwritten note) telling them how much you enjoyed talking with them, and plan for future discussions.
Read their stuff. Many people are active bloggers, Twitterers, authors, etc. If people create the written word, seek out their work and read it. It’s a great way to get to know people, plus they’ll be honored when you ask them about it.
And just like your lucky pair of Jordans, don't forget your business cards.
Have a networking story to share? Please leave a comment.
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Martine Hunter
is the creative director of inbound marketing with the Atlanta advertising agency, MLT Creative, which specializes in B2B marketing. She holds the Inbound Marketing professional certification and serves the Atlanta chapter of the Business Marketing Association as a member of the board of directors.
