I was recently asked by a client to do a presentation to the firm’s lawyers on how to network during an event: a skill I call “working a room”.
I’ve written and spoken about this skill so many times, I was shocked to find the I had not posted on this topic here. But then, Covid ceased most large group marketing and networking initiatives. They’ve been slowly returning, but our comfort level with Zoom and Teams has meant that education is more often done online rather than in-person, and client events usually end up being webinars. That said, in honour of the traditional meet and greet, and in the hopes that in-person networking and learning will continue to occur, here’s my modern take on how to work a room.
I’ll start by admitting that this can be a tough task for most lawyers. As a gross generalization on personality type, lawyers tend to be on the introverted side. They don’t have a lot of patience, they like their autonomy at all times, and they believe that random marketing (like working a room) is probably a waste of time. And it is, if it’s done poorly. But here’s thing: this is all about marketing. Accept that, prepare for that, then go do it.
I consider myself a reluctant extrovert, meaning I’m really an introvert but for business purposes, I force myself to be more extroverted. For people like me, it helps to have some guidelines and goals to get you through it.
Guidelines:
- If possible, get a copy of the guest list or RSVP list in advance so you know who may be there. If you see some people you know, you might feel more comfortable attending.
- That said, don’t just speak with people you know: aim to meet new people, too.
- If you can, go with a buddy so you can each meet people and then introduce each other to your new contacts.
- Before you go, take some time to get current on the news and in particular, anything related to that industry or group, association or whatever the hosting entity is. Be ready for relevant conversation.
- Make sure you have lots of business cards, and a pen. You’ll see why, below.
- Before you go into the room, put your game face on and rev yourself up to be extroverted, positive and inquisitive.
- It might help to go into the room with the presence of a host. Go up to people who look lost or uncomfortable. Hold your hand out and introduce yourself. Start a conversation: “How long have you been a member of this organization? What have been the benefits for you?”
- A great place to strike up a conversation with people is in the lineup for food or beverages. There’s not much else to do while you both wait!
- Have your self-description ready for when they ask you what you do. Instead of saying “I’m a solicitor”, try “I help small to medium-sized businesses to be as profitable as they can be”. When they ask how, you can explain that you’re a business lawyer, and describe some examples of the work you’ve done. They’ll learn you’re a lawyer, but they’ll also associate you with small business success.
- Don’t stay too long with any one person. Either you’ll look desperate or you’ll be dealing with someone who is desperate. After three to five minutes, thank them for the conversation and move along. (You’ll want to have practiced some language for this in advance, so it isn’t an awkward moment. “Well, I don’t want to monopolize your time so I’ll keep circulating. It was great meeting you!”)
- Before you go into the event, have a plan for how long you will stay. It will be less painful if you know there is an ending time. And if things are going well, you can always extend your stay!
- A great way to practice these skills is to find ways to strike up small conversations with strangers in other parts of your life. My husband says hello and how is your day to every check-out person he meets, or anyone walking down the street. He might comment on how sweet someone’s child is as a family goes by. He might say something about their dog (wow, someone is excited to be going for a walk!) You wouldn’t believe the positive responses he gets. Most importantly, he has zero fear of striking up a conversation with anyone. Try it for yourself – it’s great practice.
Goals: Give yourself a list of goals to achieve. I wouldn’t recommend having a goal of leaving with, say, three files. Instead, choose goals that cause you to reach out and start to build relationships.
- For example, I will meet and give business cards to at least six people. I will arrange for follow up meetings with at least two of those people.
- If you’ve seen the guest list, develop goals for your contact with specific individuals. For example: I’ll introduce Ken to my colleague, Karen. I’ll speak with Ana about interviewing Justin for that board position she’s been trying to fill. I’ll ask Tory about the trip she went on recently.
- When you meet people, assume that there’s something you can do for each person and your goal is to ask enough questions to figure out what that is. It might be that they need your legal services. But maybe they need new office space (and you can introduce them to a great commercial realtor). Maybe they are about to go on holidays and you can connect them with a colleague who just returned from the same place and can give them some pointers. This goal will have you asking them broader, deeper questions that will make the conversation more interesting and memorable – to both of you. When you find out what they need, ask for their business card and make notes on what you will do for them. Let them know when you will get back to them. Then get back to them within three business days. There’s nothing worse than promising something at an event and then forgetting about it. That’s not the brand you want them to associate with you.
Like all skills, this one requires that you work at it. This requires effort before, during and after an event. But as you’re already investing time for the actual event, you might as well add on some time to make sure you really benefit from that sunk time cost. You might even end up getting so good at it that you become one of those people who love working a room!
Heather Gray-Grant is a business strategist, marketing expert and executive coach for law firms, lawyers and administrators. She can be reached at heather@heathergraygrant.com