TSE’s Networking 101: YP’s Guide to Networking Success

CHICAGO — It’s no secret that networking can help you build important relationships, develop skills, and find new opportunities and experiences.

In addition, according to Harvard Business Reviewprofessionals with strong networking skills are more likely to receive higher salaries and promotions.

“Networking is the reason I got my current job,” Printing Union and 2024 Female Trade Show Executives (TSEs) to Watch“It opens the door to new and unexpected opportunities. Many of the job inquiries I receive today are because I know someone at the company or have a common connection with the hiring manager.”

TSE has contacted Nicole Cho and Nancy Walsh, President of North America Information Marketas well as CloserStill Media and 2024 East Securities Trail Blazersget network suggestions.

1. Find a network strategy that works for you

Walsh recommends starting on LinkedIn and exploring local and industry-wide groups.

“If you’re new to networking, start by browsing LinkedIn, connecting with people, and meeting up for a virtual coffee,” Walsh says. “Check out directories of people attending relevant industry events, join industry interest groups, and attend industry events or local meetups if you can. Don’t be afraid to ask questions or ask for advice — most people love to help enthusiastic people who are looking to grow in their industry.”

Kowalski adds that starting with your own company can make building a network less daunting.

“For people who are more introverted, or who are just starting out and are hesitant, you should network within your own company,[and]really start to realize that it doesn’t matter what department someone is in, or what their title is. Just have conversations whenever you get the chance,” he explains.

However, Walsh, Kowalski and Zhao all agree that face-to-face communication is very effective.

“If you have the opportunity to attend an event, go for it!” Cho advises. “There’s no best way. It really depends on your approach. If you’re shy, maybe set a goal to talk to three strangers. Just ask basic questions and see how the conversation goes.”

2. Be intentional about networking

Walsh believes that networking is a plan.

“Early in my career, I went into networking situations pretty blind. I was enthusiastic and loved making connections, but I wasn’t very intentional. Over time, I learned to prepare ahead of time by finding out who would be at networking events and what they do, and I always try to ask open-ended questions so I can learn more about them and the industry as a whole. This way I know who everyone is ahead of time, remember everyone, and make really meaningful connections,” she says.

Kowalski’s approach to networking follows a similar trajectory.

“When I first started, I would go to any event that had ‘event planner’ labeled on it… and while I met some interesting vendors and got some cool ideas and different perspectives, they didn’t always apply to me,” he explains. “So, I feel like now I go to fewer events and look for more community-specific events that fit my needs. So that’s what I’m looking for.” Trade Show Executive participation and all other global and national gatherings.”

3. One-to-one communication

“I think networking events are valuable, but I find the most valuable way to network is one-on-one,” Walsh shared. “If you go to a networking event and meet someone you feel like you’d hit it off with, invite them to lunch or connect virtually.

“Connecting in a group setting is great—the opportunity to build relationships is the goal of a lot of what we do—but the key is in the follow-up, and setting up time to connect with someone one-on-one. Personalization is key—follow up with people and mention something specific from the conversation so they know you’re engaged and value their time. Remember, networking is about building real relationships, which means listening more than talking, asking meaningful questions, and seeking and offering guidance when appropriate.”

John Cho also stressed the power of human connection.

“After we get past the formal greetings like what company you work for or what you do for a living, I tend to ask more personal questions. That way you get to know a person and build a deeper connection,” she said.

Through a personal, one-on-one contact, Kowalski found a new opportunity for one of his shows.

“I was at a small random event and there was a guy who was doing giveaways and stuff like that for the show and he was interested in exhibiting with us, but we talked further and learned about what he was doing at other events: doing all of their giveaways for free… So it allowed me to add this whole other product category, this whole other revenue stream (and) this whole other advertising opportunity to my audience, and it didn’t cost me anything, and it was because I talked to him about it… You can call any company, you can go online and place an order, but if you have some conversations, you might find out there’s a better opportunity out there,” he said.

4. Avoid drinking too much alcohol

Both Cho and Kowalski advise young professionals to take their time when it comes to drinking at social events.

“It’s OK to have a drink to boost your courage, but remember you’re still in a professional environment,” Zhao said.

5. Be brave

While it may seem daunting to reach out to someone with more experience, Walsh, Zhao and Kowalski all believe that most event professionals are happy to share advice and opportunities.

“I used to always feel like I needed to be introduced by someone who I thought was more important than me. Now, I’ll strike up a conversation with anyone. I just remind myself that we’re all human,” Zhao said.

Walsh had similar advice.

“Remember that everyone was once in your shoes, and most people are happy to spend their time making new connections, or helping others achieve their career goals. Ask mutual friends for introductions – don’t be shy. Networking can feel intimidating, but it shouldn’t be, and to make the most of it, you should use the resources you have! Give back when you have the opportunity – remember, the goodwill you build will always come back to you,” she adds.

6. Be yourself

“Really, for someone who’s just starting out … just be yourself. Honestly, you’re going to resonate with certain people, (and) you’re not going to resonate with other people. You’ll find that as you network, you’ll find your group of people, and then your community will support you,” Kowalski shared.

Want to hear more communication advice from these industry leaders? TSE provides more in-depth tips and insights below. Just click on their names to learn more!

Click on the photo below for more networking tips!

In addition, TSE also participated in the 2024 Women’s Leadership and Empowerment Foundation Women’s Leadership Conference MGM Grand Convention Center Las Vegas, offers valuable best practices. Find in-session tips here!