By Shumirai Chimombe
Business conferences are wonderful platforms for attending sessions and listening to influential speakers who are thought leaders, industry experts, successful entrepreneurs and visionary business leaders. You can walk away inspired and energised, with a notebook or laptop full of new insights, lessons and knowledge.
These events are also a valuable opportunity to successfully do business – whether it is with a potential client, business partner, or supplier. Making these connections that could ultimately lead to a successful business deal is what could be your real ROI for attending the conference. So it’s important to use the event to strategise and look for opportunities.
This is where effective networking comes in.
Conferences usually provide networking sessions for people to interact with intention. Their value lies in the fact that they give you the opportunity to gain access to people and organisations that you ordinarily would not have the benefit of meeting.
Stella Parker Head of Business Banking, Standard Bank Gauteng echoed this in her keynote address at the recent EmpowHER conference in Johannesburg:
“One conversation can create an opportunity. And that is why networking and mentorship are so important. No business succeeds entirely in isolation. The person sitting next to you today could become a customer. Someone else could become a supplier, a mentor, or a partner. One conversation could lead to an entirely new product or market. So don’t treat networking as something that happens between the real sessions. Networking is one of the real sessions.”
She went on to add: “Speak to people. Tell them what you do. Ask what they do. Learn from entrepreneurs who have already encountered some of the challenges you may be facing today. And remember, a network isn’t simply about asking what somebody else can do for you. Think about what you can contribute to.”
This is why it is essential to prepare yourself adequately so you make the most of your experience when attending a conference.
1. Define your objectives
Decide on what you aim to achieve at the conference – whether it’s finding new clients, meeting potential investors and partners, or building new connections to expand your network of like-minded people who can support you in your business journey.
2. Do your homework and set a target for yourself
Study the programme and delegates list and identify the people or organisations you would most like to connect. Networking also provides the opportunity to meet some of the speakers, so it’s good to make a note of the speakers on the stage who resonated with you and look for them in the room. It helps to set yourself a reasonable target of the number of people you want to meet – perhaps three to five people. This allows you to have more meaningful conversations.
3. Prepare and perfect your elevator pitch
This is your key strategy to introduce yourself and your business and help you stand out
Prepare an engaging 30-second elevator pitch, which clearly defines who you are, the nature of your business (what products or services do I offer?); what problem are you solving (what is the value of what I am offering?) and what sets you apart (what do I do differently?) You can practise it in advance with your family, friends or colleagues to get their feedback and boost your confidence. Remember that this will be a two-way conversation, therefore it’s important to allow the other person to ask you questions and for you to be willing to listen to them, and also ask thoughtful questions to help you understand someone’s business, challenges and opportunities.
4. Get out of your comfort zone
The thought of approaching people you don’t know and introducing yourself can be daunting. However, you are encouraged to actually get off your chair and have the confidence to approach other people who are not seated at your table and start a conversation. Sit at a different table for meals and introduce yourself because this is where some of the best connections happen because you have the time to relax and have some in-depth interactions in-between sessions.
READ: What’s in it for you when you sponsor a conference?
5. Beyond the conference
It’s the lasting relationships that are built as a result of networking that are so valuable, and that make your investment in attending a conference worthwhile. Therefore it’s essential to schedule follow-up calls, to send the emails, and stay connected on digital platforms such as LinkedIn. Because the relationships you create can ultimately become your asset.
As Nonnie Kubeka, Executive Director, Gauteng Convention & Events Bureau said in her keynote address at EmpowHER Gauteng: “So that is why we have to build crucial networks. They are not just networking opportunities where you exchange business cards. They are your trusted relationship. And you can’t go to a place and not have five people that you will keep in touch with for the rest of your life in your business. But if you do leave here with only one connection, make it deep, make it meaningful because the woman sitting next to you is not just another face in the crowd. It’s a future board member. It’s a strategic partner. It’s a mentor. It’s a mentee. It’s your business partner.”
Prepare and become part of the network
It’s now the final stretch towards the Standard Bank Top Women Conference which is once again set to take place from 8 to 9 September at the Sandton Convention Centre in Johannesburg. It is the perfect occasion where women entrepreneurs, founders, and business leaders come to grow, scale, and access real opportunities – and do business.
Reserve your seat – prepare yourself to be part of a vibrant community of like-minded women in business.
For more information contact marketing@topco.co.za
