Write one sentence before you go: I am attending [event] to meet [type of person] who care about [topic], with the aim of [outcome]. Keep to a small number of goals, because trying to meet everyone leads to shallow conversations.
Networking works better when you know what you want to accomplish. Meeting potential customers, finding referral partners and learning from practitioners are different jobs, and each needs different behaviour.
Possible networking objectives
Business
- Meet potential customers
- Build relationships with target accounts
- Reconnect with customers
- Find referral partners
Learning and community
- Meet industry peers
- Learn from practitioners
- Find mentors or advisers
- Build a local or regional network
Other goals
- Develop investor or media relationships
- Identify speakers or experts for future collaboration
- Explore career opportunities
Pick few, not all
Choose one primary objective and at most one secondary objective. A short list makes every conversation easier to judge.
Write the objective in one sentence
Exhibitors and attendees
Goals for exhibitors and for attendees
Goals that suit a booth team
- Meet named target accounts
- Book and hold a few pre-arranged meetings
- Meet partners or referral sources on the floor
- Agree a clear next step with each relevant contact
Goals that suit a visitor
- Learn from specific practitioners
- Meet peers working on the same problem
- Find one or two suppliers or partners
- Build a relationship that lasts beyond the event
Worksheet
Worksheet: networking objective planner
Complete one page per event. It keeps the objective, the targets and the success measure in one place.
| Event | |
| Primary objective | |
| Secondary objective | |
| Target roles | |
| Target accounts or organisations | |
| Topics to discuss | |
| Useful resource to offer | |
| Desired next step | |
| Success measure |
Next, find out who is worth meeting: research attendees before the event.
Frequently asked questions
How do you set networking goals for a conference?
Write one sentence naming the event, the type of person you want to meet, the topic you share and the outcome you want. Keep to one primary and at most one secondary objective.
What are good networking objectives for a trade show?
Meeting named target accounts, finding referral partners, learning from practitioners, reconnecting with customers and agreeing specific next steps are all useful objectives.
How many networking goals should I have?
Very few. One primary objective and at most one secondary objective keep conversations focused and make follow-up easier.