CHICAGO — It’s no secret that networking can help you create important relationships, build skills and find new opportunities and experiences.
Plus, according to the Harvard Business Review, professionals with strong networking skills are more likely to have higher salaries and be promoted.
“Networking is the reason I have my current job,” Nicole Cho, Director, Expo Marketing at PRINTING United Alliance and a 2024 Trade Show Executive (TSE) Woman to Watch, said. “It opens the door to new and unexpected opportunities. Many of the job inquiries I get today are because I know someone in the company or have a mutual connection with the hiring manager.”
TSE connected with Nicole Cho, Nancy Walsh, President – North America at Informa Markets, and Joe Kowalsky, Event Director at CloserStill Media and a 2024 TSE Trailblazer, for networking advice.
1. Find Networking Strategies That Work for You
Walsh suggested starting on LinkedIn and exploring local and industry-wide groups.
“If you’re new to networking, start by looking through LinkedIn, connect with people and ask to meet for a virtual coffee,” Walsh said. “Look at directories for people attending relevant industry events, join industry interest groups and, if you can, attend industry events or local meetups. Don’t be afraid to ask questions or seek out advice — most people love to help enthusiastic people who are looking to grow in the industry.”
Kowalsky added that starting at your own company can make networking less intimidating.
“For someone that’s a bit more introverted, or really just starting out and hesitant, expand your network within your own company, [and] really start realizing it doesn’t matter what department someone’s in or honestly what their title is. Just feel free to have conversations when the opportunity arises,” he explained.
Walsh, Kowalsky and Cho all shared that in-person networking was extremely effective, however.
“If you have the opportunity to go to events, GO!” Cho advised. “There’s no best way. It’s really what works for you. If you tend to be on the shy side, maybe make a goal to talk to three new people. Just ask some basic questions and see where the conversation goes.”
2. Network with Intention
Walsh believes in networking with a plan.
“Early in my career, I went into networking environments pretty blind. I was enthusiastic and loved making connections, but I wasn’t very intentional. Over time I learned to prepare in advance, looking up who will be at a networking event and what they do, and I always try to ask open-ended questions so I can learn more about them and the industry as a whole. That way I know who everyone is in advance, remember everyone individually, and make really meaningful connections,” she said.
Kowalsky’s approach to networking had a similar trajectory.
“When I was starting off, I went to anything that said ‘event planner’ in it … while I got to meet some interesting vendors and got some cool ideas and different perspectives on things, they didn’t always apply to me,” he explained. “So, I feel like now I’ve attended less and looked for more community-specific things for me. So that’s where Trade Show Executive gets involved and all of these other global and national get-togethers.”
3. Connect One-on-One
“I think there is a lot of value in networking events, but I really find that the most valuable way to network is one-on-one,” Walsh shared. “If you go to a networking event and meet someone who you click with, ask them to go to lunch or for a virtual touch base.
“It’s great to connect in a group setting — that relationship-building opportunity is the goal of so much of what we do — but the key is the follow up, and setting up time to connect with someone one-on-one. Personalization is key — follow up with people and reference something specific from your conversation so they know you were engaged and valued the time. Remember that networking is about building real relationships, which means listening more than you speak, asking meaningful questions and both asking for and offering guidance where it’s appropriate.”
Cho also asserted the power of networking with a personal touch.
“I tend to ask more personal questions after we get past the formalities of what company are you with or what do you do. You get to know someone and build a deeper connection,” she said.
From a personal, one-on-one encounter, Kowalsky found a new opportunity for one of his shows.
“I was at a little, random event and someone that was producing swag and things like that for shows was interested in exhibiting with us, but us talking more led down a road of things he was doing with other events: producing all of their swag at no cost to them … so it allowed me to add this whole other product category, this whole other revenue stream [and] this whole other advertising opportunity to my audience, and it didn’t cost me anything, and it was because I talked to him about it … you can call up any company, you can go online and place your orders, but if you have a little conversation, you might find out there’s a better opportunity there,” he said.
4. Avoid Too Much Liquid Courage
Both Cho and Kowalsky advised young professionals to take it slow if partaking in alcoholic beverages at networking events.
“A little liquid courage is fine; however, remember you are still in a professional setting,” Cho said.
5. Be Brave
While it might seem intimidating to approach someone with more experience, Walsh, Cho and Kowalsky all believe that most events professionals are happy to share advice and opportunities.
“I used to feel the need to be introduced by someone I deemed more important than me. Now, I’ll go up to anyone and spark a conversation. I just remind myself that we’re all human,” Cho said.
Walsh had similar advice.
“Remember that everyone was once in your shoes, and most people are happy to take the time out to build a new connection, or help someone in their career pursuits. Ask mutual friends to make an introduction — don’t be shy. Networking can feel intimidating, but it shouldn’t be, and to make the most of it, you should use the resources you have! And pay it forward when you have the opportunity — remember that the goodwill you build will always come back to you,” she added.
6. Be Yourself
“Really, for someone starting out … be unapologetically yourself. Genuinely, you’re going to resonate with certain people, [and] you’re going to not resonate with others. You’re going to find that out when networking, and you’re going to find your group of people, and then your community is going to be able to support you,” Kowalsky shared.
Want to hear more networking advice from these industry leaders? TSE provides more in-depth tips and insights with them below. Just click their name to learn more!
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Also, TSE visited a Networking 101 Session at the 2024 Foundation for Women’s Leadership & Empowerment Women’s Leadership Conference, held at the MGM Grand Conference Center in Las Vegas, which supplied valuable best practices. Find tips from the session here!
