Warm-up the Crowd

If you're entering a wine tasting event, golf outing, luncheon, etc., and you don't know anyone there, you've already missed a MAJOR step. Here's the secret setup all relationship experts deploy to warm up the crowd before their arrival.

Get your hands on the registration list

This is key. Rarely, the event organizer will say "we can only provide the company names," but typically they will happily provide the event registration list several days before the event. Remember, event planners want three things: attendance, engagement, and positive feedback. If providing the registration list will help you make the most out of the event, it's always a win for the event organizers. It can never hurt to ask.

The warm-up

This warm-up should be a light lift on your part. Do a quick 15-minute scan of the registration list. You'll want to create three separate categories of attendees. I've listed the categories below along with the corresponding action item.

1. People you know

At this point, I can see you rolling your eyes. Of course, you want to look for the people you already know, but there's an additional step that most people forget.

Let's assume the event is an industry luncheon with some networking, lunch, and panel discussions with subject matter experts, followed by another 20 minutes of networking after the program. Now let's assume you've researched the attendee list and recognize three names. Send an email to the person/people you have the closest relationship with, letting them know you'll also be at the event and recommend a quick 15-minute coffee catch-up before the event.

No one really enjoys walking into events alone. Once we're there and mingling, we tend to loosen up, but that cold open is the hardest hurdle to overcome. Suggesting a meet-up beforehand with someone you're fairly comfortable with might be a welcome surprise for the other person. They get to "pregame" the event with a familiar face who they can walk into the event with as well.

The next time you're at a larger event, take note of the duos and trios who walk in together already chuckling, smiling, and warmed up. They will enter with greater confidence than us solo networkers every time.

2. People your company knows

Share the registration list with the superconnectors in your organization. If you're in the client service industry, send the list to the client lead partners, relationship leads, etc. Your email to them is simple:

"Hey - I'm heading to this event next Tuesday. Here's the registration list. Can you take a quick look and see if any of your clients, prospects, or close connections are attending?"

Let's assume two colleagues respond, and each knows three people on the list. Your next email should read:

"Awesome - when you get a chance, can you send a quick email introducing us? No need for a formal intro, just a heads-up that your colleague (me) will be in attendance and that you wanted to connect us via email so we know to be on the lookout for each other."

Here's the important part: people tend to shy away from making formal intros unless there's a specific need or reason. This isn't a formal intro request. It's a "hey, you two will be at the same event - be on the lookout for each other" notice. If you don't see this person, no problem. The email thread dies, and no one's reputation or relationship capital was tarnished. But if you do see each other, you can now enter that conversation more confidently by saying, "Oh hey! Jeff, right? Yeah, Vicki introduced us. Great to see you."

3. Companies where you know people

You're not done yet. On your third pass through the list, you'll want to look less at the "attendee name" and more at the "company name." Make a list of companies where you have a noteworthy friend or two. Send a message to your friend at the company that says:

"Hey, [name]. Do you know [attendee's name from that company]? He/she is a [title] at your firm. I'm heading to an event next Tuesday and saw his/her name on the registration list."

If they respond with a "yes," then your follow-up email should read:

"Awesome. Do you mind shooting a quick intro email letting him/her know I'll be there? I don't know a ton of people on this list, so it would be great to have a couple of faces/names to look out for."

Using Linkedin

Unless the registration list is on the moon, out of a 100-person registration list, you should have at least two attendees to "be on the lookout for." Make sure you find them on LinkedIn - no need to connect yet if you're not comfortable doing that. But make sure you know what they look like, some of their background, etc.

When you get to the event, you'll now know who you're looking for, what they look like, and possibly a few ice breakers to get to know them a little better.

Follow-up

I talk a lot about the importance of following up with people you've met. The follow-up is so much easier when you already have an active thread to respond to. In your follow-up email, be sure to include the friend or colleague who sent the original intro, thank them for the heads-up, and secure the follow-up meeting with your new contact.

OK - I'll admit, this article was more instructive and less of my usual awkward jokes and anecdotes, but I wanted to make sure this event warm-up was prescriptive. Give this crowd warm-up a try for your next event, and let me know how it goes! Oh, and it goes without saying, but if you ever see me as a mutual connection, let me know. I'm always happy to send a "be on the lookout" intro email.

About the Author

Sean is the author of That Was Awkward: 7 Secrets of an Awkward Networker and the founder of Awkward Networker, a professional development website focused on encouraging and mentoring networkers by providing his tips and techniques to avoid the natural awkwardness of networking.

Sean is also the founder and CEO of a business development consulting firm, Selling By Hand, where he helps organizations harness the power of relationship development to exceed their most ambitious sales goals.