Parties and celebrations offer fantastic opportunities to network and connect with people. This time of year, with weddings, graduations, and reunions galore, these events provide built-in connections. Everyone already knows why you’re there, so leverage that shared context to your advantage.
At a wedding, you’re connected to the couple; at graduation, to the graduate; at a reunion, to a shared past. But have you clearly communicated what you do, your business, and your target market to these individuals? Often, we don’t see these acquaintances frequently enough to keep them updated. Celebrations offer a relaxed environment to subtly spread the word and enjoy yourself. Even if networking isn’t your forte, these events provide a safe space to practice.
Avoid being perceived as overly aggressive or solely focused on self-promotion. Instead, aim to ensure people know what you do, so they can become valuable referral sources when they encounter someone who fits your ideal client profile. They can’t refer you if they don’t know what you do. Here are some guidelines for discussing work at social gatherings:
* Don’t solicit contact information directly. Instead, create an opening for a follow-up call.
* Refrain from direct selling to avoid alienating people.
* Don’t schedule appointments or display your calendar. Handle that professionally during business hours via phone.
* Avoid monopolizing conversations. If you’ve been speaking with someone for more than 30 minutes, gracefully conclude the conversation and mingle. Remember, they didn’t come to the party for a sales pitch.
* Resist the urge to corner potential clients or influential figures. It could damage relationships.
* Clearly define your ideal prospect: their role, company size, industry, and niche. This reassures your listener that you aren’t targeting them.
* Articulate the problem you solve. This highlights the benefits of your product or service.
* Share one or two recent successes or achievements. Positive news is well-received in celebratory environments.
* Circulate and meet as many people as possible. If they don’t know you, they can’t recommend you.
When people remember you after the event, you want them to have positive associations. Spend more time inquiring about them than talking about yourself. This simple approach allows you to gain free advertising among acquaintances during this season’s festivities.