Networking: When in Doubt, Mention Cheese
As I gear up to attend the Cincinnati AMA’s Ignite conference, I’ve been mentally preparing myself to network. As much as I’m the kind of person to strike up a conversation in a grocery store line, I generally feel silly in networking situations. You know that scene in She’s the Man where they talk about cheese? That’s me. I will mention cheese to you.
Networking can be awkward, but it can also reveal the best parts of us. Most people are thrilled when you throw them a lifeline in the form of a comment about coffee. A few years ago at Content Marketing World, I made a group of friends just by commenting on the lack of snacks. (Seriously, there was no food. We were starving. It was a time.) You’re seeing a thread here and it’s that the basics are easy openings. The food, the weather, standing in line. It’s all there for the commenting.
So how do you prepare for some high-quality networking?
Create Your Elevator Pitch
I rehearse the heck out of my two-sentence elevator pitch. This is who I am, this is what I do best, and this is something about me. (You’ll always catch me calling myself a marketing nerd and I do it intentionally. It’s grounding, it’s playful, and it reinforces how passionate I am about my work.)
Find Another Person
Someone else is going to be there alone. In fact, many someones are going to be there alone. Find something who’s alone and not busy (the woman on the conference call is not your target), and say hello. A simple, “Is anyone sitting here?” or “Mind if I join you?” works wonders. Add a smile and you’re usually in.
Get Specific
When I get into a conversation, I’ll usually drop some specifics. Raised in California. Love reading. Have a dog. Enjoy camping. Whatever it is, dropping hooks allows the other person to find common ground. In a business setting, that can look closer to the kind of work you do or the industries you enjoy. The key here is authenticity. People want to connect so you want to give them opportunities to find commonalities.
Get Busy
When in doubt, find water, coffee, or a snack. Stand in line somewhere. Put yourself in the middle of things and force yourself to make eye contact. Give yourself a job to do. This is the time to mull over the sponsor list, plant yourself in front of the snacks, and say hello to vendors. If you’re able to volunteer ahead of time, give yourself a job. Sometimes having an excuse makes it easier to connect.
Embrace the Awkward
No one is fully comfortable in these circumstances, not even the sales folks. If you can push through the awkwardness to be open and friendly, you too might make new friends over the cheese.