Chapter 33
Objectives for Attending Events
The main reason you go to business functions is to meet people and reconnect with contacts—not to talk with your colleagues and friends. Save those personal conversations for personal time.
Events are not the time to sell your product or pitch your latest idea, nor are they where the bulk of your relationships will be made. Group settings are for introductions, small chat, and light business talk. They are a great place to identify connections so you can follow up outside the event, which is where the strong business relationships are built.
When I say event or function I mean anything that is a formalized activity with potential for interaction with people. Some examples are a charity gala, a speaker's series, a lunch and learn, or a breakfast club.
The best part about business events is that they collect people with a common denominator for you. Depending on the function, the common thread will change, but basically, others are there to meet new people and reconnect with current contacts too. Your job is to attend and connect with them. If you don't, chances are your competition will.
Some events are more effective for networking than others, as we'll explore in the Fourth Pillar, but as a general rule, if you show up consistently and persistently in areas where your target market is gathered, and you present a welcoming, genuine, professional image, you can't help but build a profitable network.
You should have a reason for attending ...
