By Alvaro Mukoroli
Networking is an integral part of growing any business. But it’s not just about attending events; it’s about choosing the right ones, showing up prepared, and making authentic connections that can drive your goals forward.
As a PR and Branding specialist, I’ve seen how powerful networking can be when done well—and how easily it can miss the mark. Here’s how to make it count.
Picking the Right Events
Not every networking event will move you closer to your goals. Affordable events may introduce you to smaller players, while high-priced gatherings often attract influential leaders and decision-makers.
If you want to meet high-paying clients or powerful industry figures, it’s worth investing in events with higher-caliber attendees. However, don’t assume that expensive tickets automatically translate to valuable connections— research is essential.
Before committing, look into the guest list, speakers, and event focus. The closer you get to the key players in your field, the more significant the potential rewards. Prioritize events that align with your business objectives.
Preparation Matters
Walking into a room full of influential people without preparation is like showing up to an exam unstudied. Research the attendees you hope to meet. Learn about their industries, achievements, and current challenges. This effort will help you craft meaningful, relevant conversations that show you’re knowledgeable and genuinely interested.
Good etiquette is just as crucial. Avoid offhand comments that could come across as thoughtless or offensive. In high-stakes rooms, professionalism and poise are non- negotiable. Rehearse your elevator pitch, clarify your value proposition, and be ready to explain how you can contribute to their success.
Acting the Part
When you’re at the event, remember why you’re there: to connect, not to indulge. While the food and drinks might be appealing, resist the urge to linger at the buffet or hover near the bar. Focus on circulating and engaging with people. Standing at a table solely to eat sends the wrong message.
It’s also wise to steer clear of alcohol, even if it’s freely available. Instead, opt for water, coffee, or juice—beverages that keep you sharp and professional. Coffee, in particular, is often seen as a “business drink†and sets the tone for clear, focused conversations.
Having a Plan
Successful networking requires a game plan. Before the event, identify who you want to meet and what you want to discuss. Not every conversation should follow the same script.
For example, with a potential client, you might highlight how your services address their needs. With a peer, you could explore industry trends or potential collaborations. Tailor your approach to each interaction.
Authenticity is critical. People can quickly spot empty compliments or insincerity. Instead, aim for genuine, thoughtful dialogue that builds trust and rapport.
The Value of Proximity
In networking, access is everything. The higher the ticket price or level of exclusivity, the closer you get to decision-makers and industry leaders. If your budget allows, invest in VIP access or exclusive sessions. These more intimate settings often provide better opportunities to connect meaningfully.
Your Strategy Is Your Compass
Networking without a strategy is like setting sail without a destination. Clearly define your goals, whether it’s generating leads, forming partnerships, or increasing your brand’s visibility. After each event, evaluate your progress and follow up with your new connections. Timely follow-ups can strengthen relationships and keep the momentum going.
Final Thoughts
Your behavior in networking settings can either elevate your brand or tarnish it. Confidence, preparation, and professionalism will set you apart.
By choosing the right events, preparing thoroughly, and executing a clear strategy, you’ll establish yourself as someone worth knowing. Remember, networking isn’t just about being in the room—it’s about making a lasting impression for all the right reasons.
*Alvaro Mukoroli is a PR and Branding Specialst at Samkuza Brand Architects, a Creative Brand Agency
