The Art of Networking for Business Event Planners
Introduction:
We hear the word “networking” across all industries and often picture people at cocktail parties exchanging business cards, thinking, “Boom! Networking success!” At least, that’s what I thought when I first started out. But I quickly realised it wasn’t that simple. Why didn’t prospective clients call me back after I followed up? The key to effective networking lies in two words: building relationships.
My Take on Networking
As an introvert, I’ve learned that networking isn’t just about showing up at a cocktail party and calling it a day. It goes much deeper. It’s about truly listening to your prospective client and engaging in conversations that go beyond surface-level business talk. This approach helps you understand their personality, values, and beliefs. Surprisingly, when you connect with someone on a more personal level, you gain insights that can enhance your professional relationship. These insights allow you to design events that resonate with your client’s values and preferences, fostering a bond that goes beyond just another business transaction.
Opportunities for Networking
Site Visits:
Site visits, in my view, are one of the best chances to really connect with a client. Yes, you’re there to go over logistics and showcase what you can do — but it’s also a relaxed moment to chat, observe, and build trust in a more natural way. However, they’re also an invaluable chance to learn more about your client’s company and what it stands for. During these visits, conversations don’t have to revolve solely around logistics. Taking the time to discuss topics outside of work helps you understand what truly matters to your client.
When you connect on this level, you’re not just planning an event; you’re creating an experience that aligns with their core values and preferences. This understanding enables you to tailor an event that meets their requirements and resonates on a deeper level. This connection can transform a one-time client into a long-term partner.
Networking in Action: Strengthening Bonds During the Event
You might think, “Hey, we’ve got the project; it’s in the bag. Do we still need to network?” The answer is a resounding YES! When you’re actively working on a project, creating an event that surpasses your client’s expectations can strengthen your relationship even further. There’s a sense of shared accomplishment—We did it! This is where trust is established and solidified.
Moreover, you never know who else is involved. Often, other organisers or coordinators present at an event may not be the primary decision-makers, but they are still key players. On several occasions, I’ve had someone involved in coordinating a colleague’s event approach me after seeing what my team and I had accomplished. They would say, “I also have an upcoming project. Would you be interested in handling it?” Right there, the proof of a successful event speaks volumes. The trust is already established, and the next project comes naturally.
Let me share an example. We were organising an event for a top corporate client when their lead organiser received a call from a friend. There was a situation at the destination where the friend was about to host an event. Due to unforeseen circumstances, they needed to change destinations quickly to ensure the safety of their delegates. My client immediately recommended us to her friend, knowing we could handle the situation efficiently. We quickly mobilised our team to secure a new destination and began working with the new organiser in the following weeks.
I’ve also had the pleasure of forming such strong bonds with clients that they’ve invited me to meet their families or asked me to help plan their holidays. I genuinely enjoy doing this for wonderful clients—recommending the best hotels, activities, and hidden gems only locals know about. I always follow up to ensure they enjoyed their holiday. This kind of connection goes beyond the confines of a work project. It’s about creating a bond that’s deeper and more meaningful.
Of course, every culture is different, and you can find your own way to connect with clients in a way that feels genuine to you. From my experience, regardless of the client’s nationality or background, showing genuine appreciation for their business and offering your time and knowledge goes a long way. Building relationships with the intention to serve your clients, rather than just seeking immediate benefits, is key.
Ready to take your networking — and your planning career — to the next level?
Inside Business Events Launchpad, my online, self-paced course, we go beyond timelines and logistics. I’ll show you how to build real relationships that lead to real results — without selling your soul.
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