Just attending an event for namesake won’t help you or your business. It is only by learning, networking and following up with people that you can add value to your time and effort.
We are living in a highly networked world. The buzz around social networking sites such as LinkedIn,
Twitter, Facebook etc is all about building contacts, interacting with peole who are either friends, relatives, colleagues, customers or simply acquaintances. When you are a new entrepreneur doing a startup, you need support both in terms of knowledge and people. This is where business events come in handy.A number of organizations including non-profit, business associations, institutions, media houses, lobby groups besides government hold events from time to time on almost every sector of the economy and for all target groups such as startups, SMEs and large corporates. Some of the events are paid while others are free. No matter what the case, unless you make the most of these business events, it would be a sheer waste of time to just go there and not use it to your benefit. Here are a few tips on how to make it worth the effort.
Know the agenda well
The sheer number of events that take place every month is so high that it becomes important not to get lost in the crowd but identify the right one that would help you. Most organizers list the events on their websites well in advance. Block your seats for those you want to attend. If you are interested in attending an event that focuses only on marketing or branding, then there is no point wasting your time on an event where it is just one of the topics in the lost list of agenda.
Track speakers and attendee profiles
It helps to know a little in advance about the speakers and the attendees. You may ask the organizers to share their vita with you. This not only helps you understand where they are coming from when they speak but would help you frame your questions accordingly. The profile of the attendees matters a lot, given that you would not want to waste your time meeting people who are not even remotely connected to your line of business.
Be punctual
Try and reach the event on time. Late comers are not appreciated by organizers, attendees and speakers. Besides you may end up disturbing the people at the venue. And yes, don’t blame it on traffic or parking pangs when you reach late. Be candid in acknowledging that you could not make it on time.
Make an impressive yet brief introduction
Instead of hanging around alone or sitting in one dark corner of the hall, it is better to go and meet people. If you don’t know anyone, then try making contact with a group. All you have to do is make a brief introduction of your name, the business you are in and the city you are based. Be forceful because the first impression is quite important. But this does not mean shouting. You can be polite yet forceful.
Exchange business cards
Exchanging business cards is not a ritual but a necessity. After all you don’t know which card could turn out to be lucky for you. So be respectful while accepting and giving the cards. If you are eating or drinking and are not able to reach out to your cards in the pocket, convey that politely. But do remember to give the card as soon as you get free. If you run out of cards, take the e-mail of the person and write to him/her within a week of the meeting.
Don’t make sales pitches
The events are meant for learning and networking not for selling your products or services. It would be quite a turnoff if you start making sales pitches. You could turn away some potential customers by making sales pitches at these events. The business events are meant to strike the first conversation about the business you are in, the market you operate in, and exchanging thoughts on various issues.
Keep your questions ready
Value time. So when you are told to ask a question, don’t give a commentary or counter questions one after the other. You should have respect for other attendees who have given their time to the event. It is better to keep your questions ready well in advance. If possible, give them in writing and let the moderator decide if that should be asked. If you are looking for a detailed reply, it is better to take it offline.
Network during breaks
Utilize the time that you get during tea and lunch breaks by networking with people. Remember you have not come in a party to enjoy cocktails and dinner, instead you have come with a purpose. So do move around meeting people and exchanging pleasantries. This is the time when most people are relaxed and would be interested in carrying out casual discussions.
Follow up on your network
The real work starts after you are back from the event. Take some time out to sit with the cards you have collected. Then identify the ones that you think are the most relevant for you. Send them a hello e-mail just to remind them of the meeting. Again, do not send lengthy e-mails describing your products and services. If the person is interested, he/she would get back to you seeking details.
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