Make networking events work for your business

On any given day, countless conferences, conventions and cocktail parties are taking place with the common goal of bringing businesspeople and enterprises together.

Networking remains one of the best ways to make new business contacts or strengthen existing ones.

To create networking success, experts say a well-designed event gets guests engaged and talking. Pay attention to a few key elements to facilitate networking – and make your event a success.

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Food

Action stations with onsite chefs, like a stir-fry or sauté station, are one way to get people to gather and mingle. To avoid bottlenecks, make sure to spread the menu throughout the room. For example, if you have 10 menu items, have several stations with three items at each.

Also avoid food that requires a knife. Serve items than can be eaten using just a fork, or better yet, using one’s fingers so people can comfortably hold a plate in one hand and a beverage in the other while moving about the room.

Drinks

If you are serving cocktails, have servers floating among the guests. Servers should know expected arrival times for guests and be near the entrance at those times.

This helps guests feel welcome and relaxed right away. It also helps keep guests out of long bar lines so more mingling can take place.

Scattering food and drink stations throughout the room also encourages guests to move around. For good foot traffic flow, avoid putting food, drink or sign-up station near the entrance. This causes crowds to clutter the area.

Setup

You can also open up floor space by avoiding large guest-seating tables. Use smaller tables or standing cabaret tables of varying sizes, shapes and heights to create intimate conversation spaces.

Too much seating or seating that is too comfortable will slow movement throughout the room. An expert’s rule of thumb is to provide enough seating to accommodate about one-third to one-half of the crowd.

The venue itself can be a conversation piece. Museums and art galleries always make interesting venues, and chambers of commerce hold regular after- and before-hours at local businesses to showcase their members.

Entertainment

Music and entertainment also play a role in the overall feel and energy of an event. DJs have their purpose but are not always ideal for corporate events. Live musicians, such as a jazz trio, harpist or guitarist, are fun to watch and are also a perfect backdrop for undisturbed conversation and dining.

Some thoughtful planning and creative placements can go a long way toward fostering communication and business networking among guests.

Networking with style

With the party all set for networking, what should you discuss and how do you break the ice? Networking comes easily to some, but others need practice. There are a number of things to help make the most of networking opportunities.

n Get a list of attendees in advance so you can target your prospects. Make a list of people you would like to meet or be introduced to at the event. Once you arrive, it may be difficult to figure out whom to talk to first. Approach small groups of three or more people or someone who is alone. Groups of two may be engaged in a more intimate conversation.

n Approach people you don’t know. Have your “elevator pitch” – a 30- to 60-second introduction of yourself and your business – ready to help break the ice. And make sure to listen to what the other person has to say. Think if there’s a way your company could help theirs, or possibly point them to another person in the room who could.

n Make a point of having a business card and a brochure about your company you can hand out. Make sure to include your company’s Web site address on the card and brochure.

n Remember the handshake can say a lot about you when meeting someone for the first time. A firm handshake shows confidence and respect. Hold your glass in your left hand since no one likes to receive a slippery handshake. Also, wear your nametag on your right-hand side so it is in the line of sight of someone shaking your hand.

n Don’t monopolize anyone’s time. If a person seems interested in what you have to say, offer your business card and ask for a convenient time to call. And when you are ready to end the conversation, do so gracefully and with a smile. Thank the person and tell him or her you have enjoyed your talk.

With these tips in mind, you will be able to successfully navigate any networking event with panache, and come away with at least one beneficial contact.

Doug Storum is the managing editor of the Boulder County Business Report. He can be reached at dstorum@bcbr.com.