Four ways to network an expo, conference or trade show

The Bizzone Small Business Expo is almost upon us and, reflecting back on previous years, a common sight is the plastic bags that visitors carry and the business cards, flyers and special offers they pack into them – suggesting perhaps that many business people see an expo as a chance to shop, rather than as the business opportunity it is.

BNI New Zealand National Director Graham Southwell was telling me the other day that he has exhibited at the Small Business Expo since its inception and his observation is that many people use conferences and trade shows to shop or gather information, when in fact it is a golden business opportunity.

Graham himself doesn’t spend too much time at the BNI stand. Instead he walks around talking to people, linking people and businesses together, introducing them and generally making connections that will further his business endeavours further down the road.

If you think about it, he’s 100% correct. Conferences and trade shows offer prime opportunities for networking, and if you’re not intentional about it, you might overlook many of the ways you can make new contacts and get the word out about your business.

The Founder of Business Network International and author of the bestselling “Masters of Networking”, Dr Ivan Misner, has four suggestions to help small and medium business owners improve their networking skills at conferences and shows.

1. Make new friends. Conferences offer a great opportunity for making new connections. Don’t hang out with friends and colleagues – mix it up! Challenge each other by coming back together only when you’ve each met 10 new businesspeople and have their cards. Be sure to take at least two of each new contact’s cards and share them with your associate. In effect, this doubles the number of contacts you’ll both come away with.

Be sure to introduce yourself and speak with the people on either side of you – break out of the tendency to just make that friendly nod and smile. Note the name and date of the event on the back of the card, as well as anything that will help you remember the person later.

2. Meet the competition. Trade shows are events where you can meet hundreds of people if you have a booth. But don’t forget about mixing and meeting the other exhibitors as well. They’re all there to generate new business and meet new contacts, just like you are. Many times, more new business is realised from the other exhibitors at the show than from the people attending.

3. Let your voice be heard. If the conference has workshops, volunteer to speak. Presenting at a business conference is a marvellous way to attain more exposure for your company and your own area of expertise.

When you attend a conference for the first time, make it a point to introduce yourself to the person responsible for booking the topics and speakers for next year’s event. Begin developing a relationship with this individual for the next year now.

4. Be social. If the trade show you’re planning to attend puts on a mixer or other networking event, don’t miss it! These types of events are wonderful ways to make initial contact with people you’ve never met before. It pays to be there… many times over!

Don’t view these events as the chance to close a deal, but rather as the chance to take the first step down the long, profitable road of friendship and mutual benefit with a new word-of-mouth marketing partner.

Keep these points in mind when you have the chance to attend a conference or a trade show, and you’ll make the most of a great opportunity.