Even if you have years of experience doing it, talking to people you don't know isn't always fun, especially when you are tired and working after hours at a trade show. But it's worth it because every new connection can open doors for your company and provide opportunities for personal growth. Here are a few practical ways to step your networking up a notch so that you can maximize your time at that trade show and get the results you're hoping for.

▶ Decide who you want to meet. Why am I here? Why am I going to that after-hours event when my feet are already hurting? Who was I when I signed up for that session on an industry trend? I was super excited then, but now I'm tired and don't want to go. Battle these self-defeating questions by defining your goals about who you want to meet before fatigue sets in. That will motivate you to show up. Maybe your goal is as specific as learning from that speaker you follow on LinkedIn or as general as meeting others from your industry. If you know your purpose, you can decide where your time is best spent.

▶ Decide where you want to be. Once you plan who to meet, figure out where to go. Check out speakers you admire or someone presenting on innovations in your industry. These present opportunities ripe to meet those you admire or who share your interests. Talk to industry colleagues or look at LinkedIn feeds to see which events are worth attending. There's only so much battery in the pack so prevent burnout by being intentional about choosing which events you go to. Sometimes less is more, and being productive at a couple of key events is more effective than trying to get to everything.

▶ Practice being uncomfortable. When I was a grad student, a mentor suggested we practice our networking skills at an event that doesn't really matter. For example, if we were in the marketing department, she said we should check out a networking event for the finance industry. Following this tip gave us the opportunity to practice talking to people we didn't know in a low-stakes environment. While I don't know if this advice applies past college, I do think that if you walk into an event super nervous, it's not a great idea to make a beeline for the person you've been dying to meet. Instead, calm your nerves by grabbing a glass of water or a snack and saying hi to a few people you know before you build the courage to approach that CFO you've been trying to connect with.



▶ Figure out how to get comfortable. If you know what stresses you out at networking events, plan strategies ahead of time. If you have a hard time getting the ball rolling, remember that most people like to talk about themselves so have some questions in your back pocket. Ask people about their hobbies, their favorite sports team, or where they went for dinner the night before and that will get the conversation started. I'm a huge basketball fan, so during the season, I know exactly what's happening in the NBA. You don't need to know about everything but if you have a few topics you're comfortable discussing, you'll cover a lot of interests. Just be sure to avoid politics, religion, and anything that might create conflict. Once you've established a comfortable rapport, you can ask them why they're at the event and what they're interested in. Small talk is always better than pushing a product or service on a person you've just met.

▶ Have your contact information ready to rock. It doesn't matter which platform you choose to be contacted on, be it an electronic link, QR code, or traditional business card. But when you head to your networking event, consider having more than one of these options handy so you can fit in no matter the situation.

▶ Be authentic and show curiosity about others. Gone are the days of walking into events and handing out business cards like you're a blackjack dealer. Instead of frantically trying to collect more business cards, slow down and spend time getting to know the people you meet. While it's true that opportunities come from being exposed to as many new people as possible, the more you actually get to know people, the more likely you are to build mutual trust.

▶ Dress the part. Now this topic might create some controversy. You might argue, “Betsy, what I'm wearing shouldn't matter and society should pay attention to me and not my clothes.” Nope. How you show up matters, and it has an immediate impact on how others perceive you. While the business world has indeed become a bit more casual since the pandemic, people are going to draw conclusions about you based on your appearance. Do you take your career seriously? Did you put effort into getting ready for the trade show? If you're speaking in a session or presenting a portfolio, does your appearance lead people to perceive you as an expert? Go ahead and put on the professional dress, dress pants and blouse, or shirt and blazer. You can never go wrong by being overdressed, but being underdressed can convey the message that you just don't care.

▶ Perfect your elevator pitch. Your elevator pitch isn't about your company or product. It's about you and your personal brand that is separate from the company you work for. Keep your elevator pitch short, sweet, and to the point, and highlight what you value. Also pay attention to how you show up. People might not remember your words or even your name, but they'll remember your energy.

▶ Watch your behavior. I don't want to lecture anyone on drinking alcohol during networking events, but keep in mind that when you drink, you will likely become less aware of your words and behaviors. I'm not saying that a glass of wine is a bad idea, but an open bar doesn't mean you need to drink four margaritas. I have seen countless situations where people act a fool during professional events, which is unlikely to leave the positive lasting impression that you hoped for. The same goes for drinks on the show floor. Lots of companies host cocktail parties and receptions in the exhibit hall. Indulging in a drink is okay, but think twice about having multiple beverages, especially if you haven't eaten a proper meal all day.



▶ Use lead retrieval tools. While this specifically applies to networking within the confines of your trade show booth, I am a strong believer in lead retrieval tools. It's hard enough to keep from losing business cards in your suitcase after leaving an expo. If you use a lead retrieval tool, you can input information about the person you just met and it will all nicely export into an Excel file. If the tool you choose has a lead retrieval app, take advantage of the lead qualifier questions in it. These questions give you an easy place to record commonly asked questions, such as your prospect's interest in particular products and services that you offer. Let's say you sell ketchup, barbecue sauce, and mustard. Rather than typing those product names out each time, create a multiple choice question on the back end of your admin portal that says, “Customer is interested in: ketchup, barbecue, and/or mustard.

Know how to exit a conversation. Some people just love to talk! Current customers excited to catch up, people who just need an ear, and those with tons of questions are just a few of the talkers in the bunch — not to mention the ones who hit the open bar at the after-hours event too hard. As the polite people that we are, we certainly don't want to offend those talkers, but networking, especially on the trade show floor, comes with a limited time window. Let's say the event you're at lasts two hours. If you speak with each person for approximately 15 minutes, you'll be able to talk to seven or eight people during the event. Let the conversation flow organically, but have an easy exit in your back pocket, like introducing them to someone else or saying you need to grab a quick snack or catch up with someone else you promised to meet.

In a trade show booth, you're trying to get your product or service in front of as many people as possible, so 15 minutes is a bit too long for a chat unless you're engaged in a sales meeting or talking with someone you've been waiting to meet. The best way to exit this type of conversation is to schedule a followup. Say something like, “I'd love to chat about this. Are you available next week to block a time on my calendar?” or “I need to excuse myself, but let me scan your badge so that we can set up a time to talk further.” And even if you're in a conversation, acknowledge others waiting to speak with you by giving them warm eye contact and a nod.

▶ Optimize your LinkedIn profile. A lot is happening on LinkedIn, from white papers to magazine columns and job postings, and people who have underdeveloped LinkedIn pages are missing out! Once you've met all of the great people at the expo you're attending, connect with them on LinkedIn so you can learn more about each other. If you've set up a spectacular profile, your new contacts will develop trust in you as they get to know more about you.

▶ Always follow up. It's really easy to leave an event, see your inbox, get caught up in a million other things, and forget to follow up with people. But the entire point of attending networking events and trade shows is to make connections and generate contacts and leads. If you don't do that, you could have just stayed home! After you return home, connect with people on LinkedIn, enter their contact info into your CRM, and make note of what you spoke about. Then, be sure to follow up with the people who expressed interest in you or your product or service.

Networking is a complex art, but the more you practice it, the better you'll get. Set clear goals for each event, research attendees beforehand, prepare thoughtful questions or conversation starters, and test some of these ideas at your next trade show or event. It will get easier as you learn to read social cues, build connections, and follow up strategically, and you'll get into a groove where networking becomes second nature. E