As a speaker and marketing expert, I have attended a few of these myself over the years, and I have made two observations:

1. Of the “affiliate” members there—i.e. not the planners, association executives, etc. but those who hope to sell their services to them—the vast majority are hotel sales reps.

2. Most of them spend their time talking to each other instead of networking with those they hope to do business with.

With all those prospects milling around, why are there little knots of hotel reps standing together during the networking time, and sometimes even gravitating to the same tables for lunch?

Well of course it’s easy to see why this is tempting. First, it’s easier to make small talk with people with whom you have something in common. You speak the same lingo, so you feel part of a group within a group, and you feel comfortable. Not only that, but once a month or so, you can catch up on industry gossip!

But I believe the main reason for chatting to peers is that these sales reps then don’t need to face the daunting task of chatting up the real prospects! After all, the meeting planners and association executives are there to network among themselves, and past experience may have made them wary of hotel reps, whom they perceive as only interested in selling their services. So they may not be entirely welcoming to reps who try to break into their little groups. Still, those are the people you are there to meet. Your hotel hasn’t paid for your lunch so that you can shoot the breeze with the competition. This is work, and you need to approach it that way.

Here are eight tips to help you get more value out of these events.

1. Arrive early to allow maximum time to meet and greet.

2. Be polite and friendly to other hotel reps, but don’t spend your precious networking time chatting to them. If one of your peers approaches you, chat for a couple of minutes only, then say something like, “Well, must move on and meet some future clients! Catch you later.” Then move on.

3. When you join a group of people you haven’t met, listen a great deal more than you talk. If they stop talking to welcome you, say your hellos briefly and then urge them to continue the topic of conversation. Listen and observe.

4. Don’t immediately ask new conversation partners if they hold meetings—and yes, I have heard people do this! That’s a surefire way to turn them off. Instead, ask questions to learn about their association and its members.

5. Get their business cards before you leave the group. Make notes on the back about anything you need to do or remember about them.

6. Back at your desk, research the organizations on the Internet. What can you learn about their members—age, sex, occupation, interests, financial status, standing in the community, etc.? Now, think of the amenities your hotel offers in terms of these particular people. What would be of interest to them if they stayed with you? Those are the features you can turn into benefits in the sales conversation—and they won’t be the same for all your prospects.

7. Call them on the phone and tell them you’ve been having a look at their website. Now is the time to ask about their meetings and set a sales appointment. If they don’t want to meet, or it’s the wrong time, ask if you can send some information for future use. But don’t send the whole promo package. Just compose a friendly letter talking about the one or two services that would be benefits for their members. Ask them to keep this in mind when they are in the market for a hotel venue for their meetings. If you follow this process, you truly will be sowing the seeds of future business.

8. Go often to the same organization’s events so that you can build relationships with potential clients. Divide your time between friendly, non-threatening conversation with those you have already met and those who are new to your network. Then, if you want to catch up with your peers, why not arrange for a coffee after the meeting is over? That way you can enjoy their company without losing out on the business-building possibilities of the meeting itself.

Networking at events can be a little daunting, but don’t take the easy route of chatting too much with the wrong people. Instead, if you follow these guidelines you’ll soon find it’s not so hard after all, and you’ll reap the twin benefits of enjoying the social interaction and at the same time forming the relationships that will bring future business.

© 2004 Helen Wilkie All Rights Reserved. You may reprint this article for your online or print publication so long as you include the complete article and the following paragraph:

Helen Wilkie is a professional speaker, consultant and author who helps companies do better business through better communication. Her latest book is "The Hidden Profit Center". To received free monthly tips and techniques on communication, visit http://www.mhwcom.com or http://www.HiddenProfitCenter.com and sign up for "Communi-keys". Reach Helen Wilkie at 416-966-5023 or hwilkie@mhwcom.com

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