With the registration date for ClickerExpo coming up, I began to think about what learning goals to concentrate on this year, who I wanted to hear speak, and if there should be a theme or if I should just see whatever sounded interesting. I then began to think about the other part of going to conferences; meeting people and networking. So many times I’ve seen someone I haven’t seen in years passing by in between sessions and had that 7 second drive-by conversation, “Hi! How are you doing! Great to see you! Let’s meet for lunch or something!” The other person responds, “Great!” and then that’s the end of it. This year, I really want to make a plan.
1. Put people you want to meet on your schedule.
I always have the best of intentions and every conference I fail. This year I’m putting people on my schedule. Message people and ask them for a time to meet or share a meal or have a drink. Put the appointment on your schedule with a reminder so you don’t become that person that stood someone up at a training conference. You have 3 meals a day, after conference drinks, breaks in between speakers, and skipped session periods you can fill. Fill them. If meals are coordinated and prepaid you might consider skipping one and doing a DIY lunch at least one day to accommodate people who aren’t purchasing meals.
Related: Are drinks after the conference your favorite part of attending conferences? Do you like meeting online friends in-person? Ever wish you had a group of local, friendly dog trainers to chat with to continue the conversation? Check out our latest project: Mastermind Meetups for Modern Dog Trainers
2. You don’t have to fill every session.
I actually learned this when I got violently ill at a conference. Fatigue set in and I needed to prioritize my energy instead of my desire to see everything. There were some session slots where there just wasn’t anything that really perked my interest or I had seen all the presentations already. I skipped that period and took a nap, waking up refreshed for the speakers I really wanted to see. When I skipped and didn’t take a nap, I met a bunch of people that were also skipping! If you’re just trying to fill time by seeing a speaker, meet up with people instead.
3. Introduce yourself to people sitting or eating alone.
If you haven’t filled a meal period with a scheduled meet up then scan the dining area and look for people wearing the conference badge who are sitting alone. Go introduce yourself and ask if they want company. Please don’t push in if the person says they’d rather be alone. Conferences can be overwhelming and some people need quiet time. I’ve had many amazing conversations eating with strangers. Meeting and talking to people way outside your normal circle can be more educational than some presentations. This practice also makes everyone feel welcomed and interesting. Which brings us to number 4.
4. Remember to get cards or contact information for people you meet.
I’m putting this on a post-it note on my forehead this year, “Please give me your business card.” After introducing myself and eating with a stranger and having a lovely conversation, it inevitably happens that the conference bell rings and you’re off and running to the next session. The number of times I’ve grabbed my things and said, “Thank you for the wonderful lunch!” then sprinted away is embarrassing. Take a moment, get a card or have the person put their email address in a note for you. When you get seated at your Must Get To session, make a note of where you met them, what you did together, and the general topic of conversation. Even if you never message them you will have a reminder if you see them at the next conference.
5. Organize meetups with your virtual friends.
We all have them, people we “know” from Twitter, Facebook, certification organizations, clubs, and schools. Schedule a meetup and get a few people you want to meet in one place. On Twitter you can create a hashtag and have people retweet or reply they’d like to join. You can create calendar and Facebook events so other people can invite other people. While it may seem fun to set these up for dinner at a restaurant, some trainers are on a budget. You might consider doing these in hotel common areas instead of restaurants so everyone can bring their own food yet still have dinner together. Remember to send reminders to everyone who was interested when you get to the conference.
Whether you are starting out or are well-established, keeping your business going is not always a walk in the park. There is so much to consider but perhaps the most central concern is that of getting your name out to the general public. There are several ways to do this, each with their own particular pros and cons. Your dog training business’s success will depend on your ability to be recognized. There is no better way to do this than by NETWORKING and ‘oh my gosh’ it can be daunting task. However, once you get past the initial shock of the concept, you’ll find that it’s actually quite easy.
The way I started networking is what I have termed ‘going in cold’. I directly emailed nearby trainers (to the North, South and West of me) whose philosophies and training styles most resonated with me. I still remember the first email I sent asking to meet up for coffee or lunch. I regretted hitting the send button almost immediately! But my fears were quickly put to rest. I had failed to realize how warm and willing to help out a well-qualified and experienced dog trainer could be. Thank you John, Linda and Pat for replying to my random invite for coffee! That one little reply email was the stepping-stone for me to connect with other trainers and learn the ropes. It was free and best of all has led to the development of awesome friendships and professional contacts. Even more, the relationships I went out on a limb and created allowed me to learn about how I wanted certain aspects of my own business to be. They even led to my first referrals and clients.
Now the ‘going in cold’ networking method isn’t the only way to gain recognition. You can accomplish the same by going through a paid organization, specifically ones like your local Chamber of Commerce or private associations like Business Network International. They both will cost you up front but they do have the potential to drum up solid business leads and turn you into a permanent fixture in your local community.
The most familiar of the two is the local Chamber of Commerce. They typically work to increase your business’s visibility by listing your company on their exclusive business directory. Basically a digital Rolodex accessible via the chamber’s website to help customers find relevant services. They also publish monthly, quarterly, and or annual newsletters that feature local business and community activities. Typically you pay a fee to advertise in them. This cost is independent of the membership price, which can either be a flat rate (typically $400 plus) or a scaled fee. The scaled rate is dependent on the size or type of business, e.g. professionals and large corporations being charged the highest. Most all Chamber of Commerce advertise that they will increase your business’s exposure and recognition. For the most part they do deliver on that promise as is documented by a 2012 research study conducted by the Schaprio Group. They determined that membership is seen as “an effective business strategy” by 59% of consumers. More important for dog trainers is how the study indicates that people will see your business as one that both employs “good business practices” and is “reputable” within the community.
The benefits of being a member are not just limited to customer’s perception or being listed in a directory. The hidden value extends from the meaningful face-to-face relationships you will create with local professionals. Through sponsored business mixers and social events (business conferences or luncheons) you will get to know the businesses in your area in person. It is at these events you can make contact with service providers that you, as a business owner, might be in need of–like a quality accountant, photographer, or pet friendly real estate agent. Before you take the leap, keep in mind that programs and service are not all the same. So check with your town’s local Chamber of Commerce for specifics at the US Chamber of Commerce Directory.
Become A Member Of BNI
Another well-known organization focused on improving business success by way of networking is Business Network International. BNI is based on the idea that “givers gain” and founded by Dr. Ivan R. Misner in 1985. Each chapter creates a concentrated environment for professionals and local business owners to interact and direct potential customers between them through word-of-mouth marketing. It is quite effective when utilized.
BNI will let you attend a local chapter before joining in order to get a better feel for what they offer. In my case, I attended a meeting that averaged about an hour in length. My sponsor (who invited me) asked that I have ready a 60 second bio about myself, my business, and what goals I have. While a 60 second introduction may feel like a trial by fire, it actually was a great icebreaker as chapter members have had the same experience at one point in their careers. There are some particular rules to be aware of when attending. For instance, each local chapter is limited to only one member of a particular profession/business. This means that there will be only one lawyer, one mechanic, or one dog trainer within the group; however there can be multiple chapters within a city. You can visit a group for FREE twice before deciding whether or not you want to join! Much like the Chamber of Commerce, you will get the chance to gain inside access to professional services that are needed by business owners. In the chapter I belong to I connected with a CPA and a professional photographer that will be a phenomenal help to my business. The carpet cleaning company is also in my sights 😉
In the end the possibilities are boundless when it comes to successful networking. Networking is about getting to know your neighbors and building relationships so you can both succeed. So however you get it done – it will certainly help you out in the long run. Where and how have you had the best experiences networking? Are you a member of any business organizations?
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