Geoff Southworth

Network events are a must as an entrepreneur. People invest in people, not their business. One great way to allow individuals to get to know you and your brand is to go to networking events. This is where you are able to meet many like-minded people who may be in a position to help you grow your business. In addition, you are able to learn about current best practices as well as tips that others are doing to increase their business. These events are great places to boost your motivation, and the energy in the room can greatly help you get moving in a positive direction. The hardest thing to do is to build up enough courage to show up, but when you do, you want to be sure to bring your A game! Why Should You Even Go? In case you haven't heard, it's not what you know, but whom you know. You want people to know whom you are in order for them to begin to trust you and your brand. A significant reason to go to a networking event is to connect with people, in hopes of finding new clients or customers. Through these types of events you are able to build new relationships as well as connect with key influencers who can help take your brand to a new level. Event hosts will put time on the schedule for networking with your table along with the entire room. If you have picked the event that matches with you and your brand, then you are going to have fun! People and companies spend a significant amount of money in order to make their event entertaining for those who attend. The event is much more successful if the attendees are enjoying themselves while there. Networking events are also extremely motivating. There are expert speakers who will help you by teaching you the latest and greatest tips of the trade. You are able to learn what is working in current markets plus what things to avoid. How to Find a Networking Event Here are some great ways for you to find a networking event. Contact local organizations City Hall Rotary Club – This is a great place to meet local business owners and town leaders. Non Profit Organizations - These types of groups are accustomed with hosting their own events. They invite everyone in their Rolodex to attend, which will allow you to get some good networking in. If you volunteer your time, then you may even get in the door for free. Start your own - If you are unable to find an event to attend, you can also try starting your own event. It doesn’t have to be grand, and it is okay to start small. If you do this on meet up, you can control the theme and invite people who you think will be a good fit. Join a Facebook group There are many groups on Facebook that will allow you to network with like-minded individuals. Here you can reach out to people and see where they are going to be next. You can also gain insight to certain events due to people in the Facebook group having gone to the events already. They can help you decide if the event is worthwhile or not. Here are a few events I have attended that are, in my opinion, completely worth the time and money. City Summit and City Gala with Ryan long One of the best organizations that helps raise capital for other non-profit organizations. Long has fundraised over $1,000,000 in just one night. He has done so for many years by matching celebrities with charities. Celebrities include people like Ashton Kutcher, Halle Berry, and Mathew McConaughey Secret knock with Greg Reid If you have a desire to meet some of the top shakers and movers around the world, this is the place to do it. If attending you are one degree away from anyone you would ever want to meet. It is here where I met people like Tonino Lamborghini, Sharon Lecther, Pat O’Brien, Steve Sims, Jeff Hazlet, Greg Reid, and many others. Digital Footprint with Ken and Kerri Courtright Here they help you launch and manage your online business. The speakers there are top notch and share some valuable information for today’s market. You will learn how to increase revenue, generate leads, and elevate your brand. Serve X with Manny Lopez You can join this event at a very reasonable cost. There is opportunity to connect with influencers in all different types of markets. This is a great place to get your feet wet if you are new to networking events. The best part about being an attendee at these events is that when you start to meet people, they will open up about which events they attend and give you their experience from each. I have been invited to so many other events just because I met someone at one event. What I have found is that you will start to see the same crowd of people at certain types of events and you never know where you will see someone next. Be Yourself The best way to conduct business is by being yourself. No one appreciates taking valuable time to talk to someone and set up a deal with him or her only to find out that the individual is faking it or inflating their own ability to get things done. People need to like you for you, and if they don't, that's their problem. Be cautious of how you present yourself to others as to not come off phony, but also be aware of those you talk you. Do your best to read them and ensure that they are being completely upfront and honest about whom they are as well. In the end, you have to be proud of what you've accomplished and excited that you are getting to learn, network, and grow. It is important to have an open mind, while also knowing and sticking with your values at the same time. Some people may attempt to push their opinions on you. I run into these people all of the time. This can often make it difficult for you to network with others there because they keep dragging you back into their conversation. Politely and firmly excuse yourself and make the connections you are looking for. It is okay to be a bit selfish at times. Keep your goals in mind at all times, and remember to have fun! What to Wear I have always been concerned about what to wear to any particular event. It is normal to want to fit in with the crowd. My advice is to dress to impress however, try to avoid being something you think others want you to be. A friend of mine, Steve Sims, shows up to almost any event in blue jeans, a black tee-shirt, and a motorcycle. It doesn't matter where he is at, he is comfortable in his own skin. If putting on a suit isn't your thing then don't feel forced to make it your thing. Regardless if your wearing a suit or blue jeans and a black shirt, make sure you dress in nice newer clothes, but also ensure that your clothes fit your personality. When you are comfortable in what you are wearing, your anxiety level will go down. As a result, you will be more effective at networking. You don’t have to look like everyone else to fit in. What makes you different is what makes you great! Learn to be Comfortable Being Uncomfortable The number one reason people don't do something is fear. It could be fear of the unknown, fear of failure, or fear of change. The list goes on. Even highly successful people have moments of fear. The difference between you and them is that they have become accustomed to this feeling and have redefined their meaning of fear. You too can turn this negative feeling into something positive by recognizing this one thing. Fear + non action = stagnation. Fear +action = growth. There is zero growth in your comfort zone. Learn to realize that when you are uncomfortable, you are doing something that will ultimately make you better and stronger. Furthermore, you will be better equipped for the next go around and eventually form a new comfort zone. Engagement is the Key to Everything When you finally build up the courage to attend an event, try to make the most out of it. Go with an attitude of learning or teaching. You are already a smart person so arrive smart and leave smarter. Make your time there count! Once you have arrived, get yourself acquainted with the layout of the facility and the main speakers of the event. Then, make a goal to meet a certain number of people and actually connect with them. Maybe you can only start with three. That is completely acceptable. Just start somewhere and move up from there. Your goal should not be to meet every single person in the room. It should be to establish genuine connections with people. If you find it difficult to connect with people then the best thing you can do is practice meeting people. Simply start by shaking more hands and having more awkward conversations. The faster you do, the faster you will become better at it. Practice makes perfect. A great way to know if you'll be able to make a connection with someone is to listen. You can either ask them what they do or merely jump into a group and listen to the conversation. Pay attention for ways that you can bring value to that particular person. If you have the secret sauce that someone is missing in their business, tell them about it. Offer it to them for free so they can begin to gain confidence in you and your brand. Then, ask for direct referrals from that same individual. They might even have something to offer back that could dramatically impact you and your company. While at these events, try to always give more than you receive. Become an asset for someone so that when they need what you have, they'll remember you and give you a call. Always value your relationships. If there is no value, there is no point. Know Your Elevator Pitch It's crucial to make sure when people ask what you do; you can answer them quickly and efficiently. You need to be able to get the point across effectively and make it memorable. The point of an elevator pitch is to peak the interest of someone. You want to give them as little engaging information as possible, so they begin to ask questions about what you are saying. There's no need to give them all of the information up front because you want to provoke the questions that you anticipate. This allows you to have your answers ready for them as soon as they ask. To ensure that you don't sound robotic when doing this, practice your twenty to thirty second pitch until it sounds natural. In your elevator pitch state who you are, define the problem, and describe the solution. It is always very beneficial to get feedback from anyone you can. Family and friends are a good place to start, but keep in mind that they might not be completely honest with you. This isn't because they want to set you up for failure. They just don't know how to tell you it's not great in fear of hurting your feelings. A useful way to decide for yourself is to record yourself and listen to it. Imagine someone else is saying it to you and judge it accordingly. Make sure to consider your target market for your elevator pitch. Sometimes your pitch will change depending on who you are talking to. A great tip is to have a one sentence elevator pitch, that can impact a variety of different people. This will also help you focus on exactly what you do and who you are doing it for. Business Cards There are still very valid reasons to have a printed business card, since it is still the fastest way to swap information with a new acquaintance. There are other options, such as digital cards, however, I would suggest that they aren't necessarily the best way to swap information. Regardless of how you decide to swap information, be cautious as to not overwhelm people. Take your time to get to know someone before you hand them a card. In my experience, I have found that when I am engaged in a conversation, there is always time for me to have them put their contact information directly into my phone. What I like to do next is take a selfie picture with them so that I have a picture reminder of who they are when I contact them. In addition, I find it helpful to write some information in the notes of where I met them, what they do, and what they need. Speakers at Events When attending any event, you will see many speakers on stage. They will most likely deliver an amazing message and get you all fired up. Some are funny, while others are more serious and to the point. Often times, if you stand at the back of the room at these events, you may find yourself next to the one of the event speakers without even knowing it. When the MC calls out their name, they rush to the stage and begin their presentation. After they are finished and exit the stage, they are immediately bombarded by people who want to get a picture with them or talk to them about the help they need. This strategy is horrible! Why would you want to blend in with everyone else and be forgotten as soon as you leave their sight? So, how do you stand out from the crowd? How do you get that quality time with these valuable people? By doing what everyone else does, it is impossible to stand out and create a lasting connection with the individual. Networking Tip: More business happens at the bar than in the event room. What you'll find is that most event speakers and hosts enjoy hanging out at the bar afterwards. Believe it or not, but I have found that this is where real connections are made. Speakers like to mingle and have fun too, and when you're at an event there aren't many places to choose from to do this. Most people stay at the hotel where the event is taking place so it only makes sense for people to visit the bar. Speakers will normally tell the audience what they are doing and where they are looking to expand. After you have heard what the presenter has said, you can then determine how your value fits into what they are doing. Taking good notes during their presentation will allow you to better remember how you are able to offer value to them when you have the chance over a cocktail. Offer to Volunteer at the Next Event Over the years, I have seen multiple people offer to be an assistant to an event owner. Sometimes it works, and sometimes it doesn’t. The goal is to learn from an expert within a close proximity, while taking some workload off of their plate. If you can make their lives easier during times of stress, it gives you an opportunity to go behind the curtain and see how they work and communicate with their inner circle. As a bonus, you will be able to network with people behind the scenes and get some face time you would not have gotten otherwise. Things to Avoid Doing Don’t try to meet everyone there. You will never be able to make a real connection if your goal is to introduce yourself to every person. If no one remembers who you are and what you do then what is the point. Don’t waste time with someone who only wants to sell you something. You will know who this person is when you meet them. They are not interested in you or what you bring to the table. My suggestion is to take their freebie, say thank you, and move on. Don’t be a stalker! Make sure not to hover around any particular attendee. It’s great to have a good conversation with someone, but it’s creepy and annoying to keep following them around. There are plenty of other people to talk to at events. Don't make empty promises. At network events you will meet all types of people. You may feel like you have connected with someone on a somewhat personal level who will promise to invest money, time, or anything that would help promote or grow your business. Some these people are all talk, and in the end they never come through. It is disheartening to get a yes from someone only to find out that they were never intending to follow through. You don’t want to be this type of person. When you make a good connection, don’t tell them you’re going to do something for them if you can’t make good on your offer. You will have burned a bridge that you may never be able to rebuild. At the end of the day, all you really have is your reputation. If you tarnish that, then it will be very difficult for you to have a successful business. People invest in people, not their business. Don't get drunk! Business events can be fun. Most of the time they are fun. Don’t get caught up in having such a good time that you forget why you went in the first place. Don’t get drunk! Two drink maximum! No one appreciates the drunken guy or girl that keeps interrupting your conversation. Plus, no one will ever take you seriously. Don't let yourself become the talk of the event in this negative light. What to do After the Event If you are at a two-day event you have an opportunity to make a lasting impression on a person whom you have just met. I like to send an email saying that I enjoyed speaking to them during the event, and then refer to whatever topics we discussed during our time together. If you are in a position to assist that person in anyway, feel free to offer your assistance in your follow up email. I would then offer to meet up with the person post event to keep the conversation going. The suggestions of coffee or lunch seem to be the best options. Before you send your email off to someone, be sure to edit and proof read. If you are lucky enough to have multiple meaningful conversations then people can often start to blend together. If you must, take notes of whom you meet, where you met them, and what your conversation was. This way you’ll avoid any confusion with who’ve you talked to and what about. It will not help your presentation to them and make you seem unorganized and nonprofessional if you start mixing up people. Another way to avoid this from occurring is having pre-set emailsready to send to people. You can create a generic email that is pertinent to the situation prior to even going to the event. However, this will not be as impactful. The more personal the email is, the better. It helps the individual feel as though you really paid attention. The goal is to make a strong, positive impression. You can also connect on social media, Facebook, or Instagram. I find it’s easier to find and friend them on social media the moment of having your initial conversation with them. In addition, you could send a book that you would recommend for them. Hand wrapping it yourself while including a handwritten note can add a lot. Make it looklike someone took the time to send it, not a warehouse. One thing to avoid is automatically adding them to your email list. Try and get them to opt-in instead of forcing it down their throats. The Pictures and Media Won’t Make You a Millionaire It’s what you do with the media and information that will help you become successful. If you have a dream to be on television because you think you will become famous, think again. All of the screen time is great,but it means nothing if you do something with it. Meeting celebrities is fun,but means nothing if there is no value created from the experience. I have met a couple of people who have made their careers on getting people on stage or on TV. These people have created value by setting you up with a nice media package that shows you on some pretty big networks talking to some pretty big talent. Its great to be able to do these types of things however, you still need to use them to create your own value. Final Thoughts Business can and should be fun. Networking events are part of the fun and can open up a variety of doors. As long as you continue to put yourself out there and network, opportunities will present themselves. The more people you meet and the more valuable connections you make, the more doors will unlock. It is your job as an entrepreneur to walk through them and make things happen. Make the best of your time and your money.