The Rules of Engagement:
How To Work a Room
Sacha Cohen
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The setting: Convention room, Anywhere, USA.
A business networking function is underway. People
are milling around, everyone is wearing nametags
and trying to cram hors d'oeuvres onto their plates.
Business cards are exchanged, hands are shaken.
This is your chance to make some key business
connections, but you don't know where to begin
or how to break into the conversations and groups
that surround you.
Don't worry-you're not alone.
According to an April 2001 OfficeTeam
survey, 85 percent of workers polled said
the emphasis on business networking has increased
over the last five years, but close to half said
they feel only somewhat comfortable with this
activity. "Networking has long been an effective
way for job seekers and sales professionals to
expand their base of contacts," said Liz
Hubler, executive director of OfficeTeam. "But
today, workers at every stage of their career
recognize the value of increasing their visibility
in the business community. A well-established
network can be a determining factor in your ability
to adjust to changes in the job market and your
profession."
The importance of a network and the ability to
schmooze successfully has led to dozens of books
and seminars that teach you how to mingle. After
all, surveys have found that the most successful
way to find a new job or to make business contacts
is in a casual business setting: a cocktail party,
dinner, post-conference mixer, etc. If you're
not comfortable in those settings, you could be
missing out on valuable career-enhancing opportunities.
Before the event, Susan RoAne, author of Secrets
of Savvy Networking suggests that you prepare
a 7-9 second self-introduction that pertains to
the event and be sure to read a local newspaper,
a national newspaper, and appropriate professional
journals for conversational contributions.
When you arrive at the event, scan the room and
get a sense of who is there. Once you've familiarized
yourself with the crowd, the next step is perhaps
the most difficult: Learning how to break into
a group. "Here the usual conventions of don't
interrupt, don't eavesdrop etc. are meant to be
stretched. Presumably you are at a business function
where the intention is for everyone to meet. Try
to pick up a thread of the conversation and add
an inviting one or two liner," says Roger
E. Barton, a partner at the law firm Barton Barton
& Plotkin LLP. "Follow up with an introduction
of yourself and perhaps a complement to one of
the participants regarding their point of view
on the topic discussed. Follow that with a question
of their opinion on something related, and bingo
you're into the group discussion."
The next hurdle-once you've broken into a new
group-is remembering names of the people you are
talking to. This is an essential part of good
networking etiquette, says an account executive
with Edelman Public Relations. "After working
a room, remembering names the next time is always
tough, but doing it well always wins you 'bonus
points' with peers. It looks good and shows you
care. One thing that is effective is trying to
say a new contact's name three times in conversation
upon meeting them. Example: 'Hi Steve, good to
meet you...what sort of work do you do, Steve?'
And again, 'Great to meet you, Steve.'"
To get the most out of the event, you probably
should try to spend an average of five minutes
with each person. Don't allow yourself to be monopolized
by anyone. "Take on the host mentality vs.
guest mentality. Try to bring others into your
conversation as though you are the host of the
event," recommends Barton. "For example,
when speaking to one or two people, try to catch
the attention of a third or forth person and bring
them into your original circle of conversation.
Introduce the newcomers to your original contacts
as a host would. This provides comfort to all
and keeps you at the center of the conversation.
All four participants are now looking to you as
the leader of this group."
Courtesy, Manners, and an Exit Strategy
Breaking into a conversation is easy compared
to extricating yourself from one-whether it's
pleasant or otherwise. RoAne has a few tips for
how to leave a conversation gracefully. First,
don't lean into the group, extend your hand and
says that you enjoyed discussing XYZ, smile and
then walk away (at least a quarter of the room
away, don't linger nearby). For difficult conversations,
you'll come off as insincere if you say, "it
was nice talking to you." Instead, suggests
RoAne, you could say, "I hope you enjoy the
rest of the conference, event, etc." Another
good exit line is, "I don't want to monopolize
your time," this lets you both mingle and
releases you both from the conversation. No matter
what the circumstance, you should always be polite,
using good manners. Remember: You are establishing
your professional reputation and courtesy is essential.
One of the most common questions that RoAne gets
asked is how to make conversation with people
from different generations and backgrounds. "Everyone
has hobbies, went to school, and has family-there's
plenty of common ground-no matter what the person's
age." Scientists, for instance, might ask
each other about projects or experiments they
are working on. At non-industry events, they might
introduce themselves not only with a job title,
but also with a short description of what they
do-in layperson's terms. "A lot of people
don't like small talk, but that's how people get
to know each other," says RoAne. When you
are schmoozing, you might find out about joint
ventures, projects in common, and joint research
opportunities. "If nothing else you might
learn about a good restaurant near the convention
center," she jokes.
While being a good conversationalist is important,
part of that includes not only talking, but listening
as well. Pay attention to what others are saying,
show genuine interest, and remember something
that they've told you so that you can include
a reference to it in a follow-up e-mail. For example,
you might say, "Hi Janice, it was great talking
to you at the conference. Hope you were able to
make it to your son's little league game. Let's
get together soon
."
Kate Koziol, President of K Squared Communications,
a marketing and public relations firm based in
Chicago, attends several conferences and meetings
a year to "see and be seen." It's the
"lifeblood of building new business,"
she says. Koziol suggests that you dress in bright
attractive colors to be remembered (ever notice
how lots of women wear red and pink to networking
parties?). In addition, she recommends the following:
- Get a list of attendees and highlight those
companies and individuals that you want to meet.
- Be sure to say hello to known associates and
old friends, but don't cling to those you already
know for too long. Be sure to visit for a bit,
but strike out to meet new people as well.
- Ask those that you know if they know the people
you want to meet. They may be able to provide
introductions or a description of whom you are
looking to meet.
- If you want to meet one of the presenters,
be sure to mention something they spoke about
or ask about some particular aspect of the topic.
Presenters are almost always interested in expounding
on their area of expertise.
Okay, so the event was a great success and you
met lots of terrific people and made some valuable
business connections. Now what? Follow-up is the
key, notes Barton. "E-mail is excellent.
People throw away the junk mail and a fax is passé.
A short concise e-mail is the best way to initially
follow up. It's easy for someone to respond, which
helps to give you a sense if they are interested.
Eventually, however, nothing replaces the lunch
or dinner meeting to get better acquainted."
Sacha Cohen is a Washington-based business
and technology writer. Her work has appeared in
The Washington Post, Kiplinger.com, Fast Company,
Oxygen's ka-Ching and other print and online publications.
Cohen has been covering Internet trends and culture
since 1996.
Recommended Reading:
How
to Work a Room by Susan RoAne
Power
Networking by Donna Fisher, Sandy Vilas and
Marilyn Hermance
The
Pocket Guide To Making Successful Small Talk
by Bernardo J. Carducci
Networking
for Everyone by Michelle Tullier
Dynamite
Networking for Dynamite Jobs by Ronald Krannich
Power
Networking: Using the Contacts You Don't Even
Know You Have to Succeed in the Job You Want
by Marc Kramer
Recommended Resources:
CareerJournal.com
offers an excellent section on networking. On
the Home Page, roll your mouse over the "Job-Hunting
Advice" tab and select "Networking"
from the pop-up menu.
Ken Morse, head of the Massachusetts Institute
of Technology's Entrepreneurship Center, teaches
networking skills as part of a class on high-tech
entrepreneurship. The Wall St. Journal reported
some of his tips for networking at informal business
events: Get there early and thank your host. Get
drinks for people who are having a good conversation.
If you're bored and feel trapped
find somebody
the person would enjoy speaking to. If you feel
awkward, go with somebody who's not and ask them
to help you out. Be nice to everybody, you never
know.
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