Conferences are to networking what marathons are to running. This is a networking environment that is extended in fomat, includes multiple opportunities and options and has the ability to deliver incredible dividends when used effectively.

Conferences or annual meetings, whether for an organization, association or corporation, usually have a theme and are organized around a specific target market. That means attendees are pre-disposed to being there, creating a positive emotional atmosphere.

Most of these events are for a larger, broader audience that can number from less than a hundred to thousands. The larger the group, the more important it is to manage  individual contacts because you may not interact with this individual again.

Conversely, conference networking ususally offers a much stronger relationship-building focus because of the shared context, longer interaction timelines and extended schedule.

How can you maximize your next conference investment? Follow the tips below for best results:

1. Set clear, written objectives. Conferences are usually important events that require a substantial investment in time, effort and money. Prepare properly by reviewing and writing out what you expect to accomplish.

• Review the conference schedule to identify professional development topics, events or contact opportunities you can utilize. Focus on a prioritized approach that highlights events early on in the schedule . Your enthusiasm and energy will be their highest.
• Check the attendee list to discover individuals or companies you want to connect with. I also use this to remember the names of people I may have met but have lost touch with. Addressing them by name always has a great impact and reduces my stress.
• Separate objectives in three areas: professional development, business/career development, relationship-building. Review your list every morning and every evening to evaluate progress and results.

2. Develop and use a positioning statement. You will meet peers, suppliers, customers and experience prospective career opportunities during this event. Be sure to have a short statement that communicates who you’d like to connect with and the value you represent.

3. Utilize every opportunity. Think of every event during the conference as a networking opportunity. Use keynotes, luncheons, training programs as well as the formal networking events to meet others. Sit with strangers rather than close friends.

4. Collect business cards. Every conference networking interaction, no matter how brief, is a relationship-ignition point. Leverage this fact by developing the habit of asking for business cards (or getting contact info if the other person doesn’t have a card).

5. Expand your perspective. Accept that there are a number of benefits from networking at conferences. Discover new points of view, ideas and information about others. Ask about personal areas that others wouldn’t think of.

6. Keep the social side in perspective. Many conferences take place in exotic locations. There is a myth that the social side of conferences is to let loose, kick back and let off steam. Resist this temptation as it can have a negative effect on your energy as well as your professionalism.

7. Follow the link. Conference attendees have a shared context, interest or point of view. They are pre-disposed to liking one another . Discover what the link is between you and the other person, then follow it to see how you both can benefit from this.

8. Seek to be helpful. As you meet with others, try to be of service. Take notes when others are speaking, offer help where possible. Being helpful to others is one of the most powerful ways to develop meaningful and lasting relationships.

9. Regroup. Review your results partway through the conference. Invest in quiet time to sit and reflect on your accomplishments so far. This will permit you to benefit from your activities and build on them for additional results.

10. Post mortem. A necessary part of your conference investment is to do a final review of activities and results. This will ensure you have achieved your objectives and can use this exercise as a learning experience for future conferences.

11. Follow up. Make follow up calls within 48 hours. This is how you will leverage your conference contacts to build credibility. Others will be pleased to hear from you and you can use this as a basis for addtional follow up.

12. Build relationships. Relationships require investment, take time and need to be nurtured. Be prepared to take responsibility for growing those conference contacts you feel hold value for you and for the other person.

I’d love to know what tactics have working for you at conferences.

Many people believe the upcoming holiday season means networking becomes unproductive. Nothing could be further from the truth. In fact, holiday networking is one of the most effective strategies for accelerating business results.

Too many professionals see the non-business emphasis of events such as Christmas parties, gift exchanges or formal holiday banquets as a waste of time. They either skip them entirely or skip out early, once they feel they’ve made the show of being there.

The dichotomy of business networking is that it’s about developing relationships, not driving revenues. Doing business with others is, in fact, a by-product of relationships. So participating in holiday events is an opportunity to develop more and deeper context with clients, colleagues and contacts, and accelerating your chances for success.

Here are five strategies to maximize holiday networking.

Embrace these events. They are powerful and productive relationship-building experiences due to the shift in focus from business to personal areas. Meeting spouses, asking about family or sharing holiday plans are excellent opportunities to demonstrate you care and develop new areas of interest. And people are naturally more open about these areas at this time of year.

Prepare for holiday networking success. Discover who will be in attendance that you might want to meet or connect with. Can you arrange to sit with an influential colleague or key prospect? Remember, investing an evening with someone, especially when it focuses on personal areas, creates an incredible connection. What better way to jumpstart your revenues for the new year?

Maximize the holiday networking process. Accept that this is not a night off, it’s one of your most important and effective business development activities when used properly. Be on your best behaviour; limit (or better yet, abstain from) alcohol intake; keep conversation topics positive; watch your table manners; respect your table partners. And lastly, make this an evening to remember for those around you. You, will then be remembered.

Accept that business is secondary. Put business on the back burner. You will, of course, be asked what you do. Have a strategic and succinct positioning statement prepared and ready, But resist the temptation to expand on your product or discuss your company. Rather, ask for a business card or your conversation partner’s contact info and suggest you will follow up after the event. That way, you won’t bore others and keep the focus in the right place.

Follow up after the event. It is proper etiquette to thank the host/hostess. Send a personalized note or call to thank the person for inviting you, even if it’s a company event. Express appreciation and compliment something relating to the event. This should be done within 48 hours. And don’t forget to contact those people you connected with, They’re waiting for your call. Use the common interest areas you discovered to create additional contact.

Holiday networking is an excellent opportunity to renew relationships and create new ones. They hold incredible potential when used wisely. What ideas or insights do you have to help others maximize networking during the upcoming holiday season?