Clear a regular space in your schedule for networking events.

“Networking is one of the best ways to promote yourself,” says Kevin Toney, a marketing coach with Primetime Promotions in Winnipeg. Networking events provide an excellent opportunity to introduce yourself and your business to prospective clients and your community.

To make a networking event worthwhile, however, you need to feel comfortable talking to people. Follow these tips to make your next conversation at a networking event a success:

> Save the sales talk
You won’t have much luck at a networking event if you talk endlessly about your products and services.

People tune out when you focus the conversation on products and services, Toney says. Instead, use the conversation to build a rapport with the prospective client.

> Ask a few questions
People love to talk about themselves. So, make the other person the topic of conversation.

Before the event, Toney says, prepare three or four questions that will encourage people to talk about themselves.

For example, you could ask:

  • How did you get involved in your business?
  • How did you get started in your career?
  • Are there any exciting changes in your industry?


When you let people talk about themselves first, Toney says, eventually, they will ask about your business.

> Keep it short
There are many people to meet at networking events, so make sure you give yourself enough time to meet a number of people.

Try to keep your conversations to around seven or ten minutes, Toney says. If you are “cornered” by someone, get back to the crowd by making it seem it’s the other person’s idea to end the conversation.

For example, you might say: “I’ve really enjoyed speaking with you, but I imagine you want to speak with some other people, so I’ll let you go.”

> Get contact info
To make the conversation last well beyond the event, ask for a prospect’s contact information.

“One of your goals when you’re out networking is to build relationships,” Toney says. “But you can’t build relationships unless you have people’s contact information”

Before you end the conversation, he says, tell the prospect about your newsletter, if you have one. Ask if you can add him or her to your distribution list.

If the prospect agrees, make sure you get a business card, Toney says, or at least his or her email address. Add that information to your client-relationship management system as soon as you return to the office.

> Spot COIs
Prospective clients aren’t the only people you should be talking to at networking events.

Look also for centres of influence (COIs) — other professionals such as accountants and lawyers, with whom you can form referral relationships.