There was a time during the pandemic when many people assumed the era of in real life (IRL) meets was no longer relevant. The thinking was that online networking events and conferences offered business leaders a quick, convenient and easily accessible way of taking part.
It was a prediction I understood, but not one I agreed with. As someone who has forged a career in affiliate marketing, I could not see how online could replace the benefits of IRL engagement. Move forward to 2023, and my view could not have been truer. IRL events are back, and back in force.
In my experience, there is a clear divide between people who know how to effectively network at events and those who can find the experience challenging. Some say this boils down to personality types, with extroverts holding an advantage over more quiet individuals. To me, this is a simplistic analogy that overlooks the hidden art of effective networking.
So with the event season now fully underway, what is the best way of networking at events? Here are some of my top tips.
Do not underestimate the value of the first conversation
Most IRL event networking begins in a similar fashion. You enter the venue, familiarise yourself with the layout, pick up a beverage and find an individual or group of people you want to engage with. Most people consider this to be the biggest challenge, yet I find the first conversation is the one that could be the most rewarding. The first people you speak with might make new introductions for you at the event, and they are usually the people you will remember as the event progresses. So treat the first conversation with respect and confidence.
Don’t go in for the hard sell
We are all human and know when someone is about to embark on a big sales pitch. There are appropriate times and places, but you should also be aware that people want to enjoy themselves at a physical event, mixing business with an enjoyable time speaking with people in the same industries.
So be sure to introduce yourself, speak briefly about your company but refrain from an aggressive sales pitch. Events can go on for many hours and I always find a little small talk or creative questioning can go a long way. It establishes a rapport, which leads to a more natural (and enjoyable) conversation. Ask questions, and be curious!
Remember people’s names
This might seem like an insignificant point, but make no mistake. There is nothing worse than speaking with an individual or group and forgetting their names halfway through the conversation.
In this digital world, name tags are not always guaranteed, and while it is not impolite to ask for a person’s name again, it could also be seen as you not paying attention to the conversation. It goes back to my first point on the first conversation. Always start with an introduction of who you are and make sure the people you are speaking with do the same, taking close note of their name and business. There is something rewarding about saying a person’s name during a conversation. It demonstrates respect and attentiveness.
It’s not all about the canapes
IRL networking events can be long and there comes a time when people are eagerly on the lookout for canapes and refreshments. This does go hand in hand with in-person events, and many organisers want to ensure they offer a memorable experience. This is particularly true when it comes to affiliate marketing. However, for those attending, you don’t want this to be the main reason for your attendance.
By all means, enjoy what is on offer, but don’t let the refreshments distract you from your next conversation. Moderation is key here. A quick refreshment break is typically the best approach, and again, can be a great conversation starter.
Make sure there’s never a firm goodbye
Conferences and events are there to make professional networks that last long after the venue closes. What I have learnt over the years is that even if a particular conversation is not likely to lead to a sale or outcome, it does not mean you should discredit that individual and stop any further conversation.
In affiliate marketing, we see this all the time. People can quickly move positions, and suddenly have access to new opportunities. And, we should remember that people who enjoyed a conversation can introduce you to their wider network. This is so important when it comes to networking – be sure to look at their bigger picture and follow-up with everyone you had the chance to speak with at the event. Maintaining these relationships in the long-term could open new doors in the future.
Overall, do not assume that networking can only be successful for certain people. In affiliate marketing, there is a significant number of people who might be considered introverted. However, I have seen how by appreciating the art of networking and being well-prepared, everyone is able to be a renowned networker, building an impressive list of contacts and ultimately hitting targets as a result.