From the course: The Ultimate Guide to Professional Networking

Finding secret places to network that people don't realize

From the course: The Ultimate Guide to Professional Networking

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Finding secret places to network that people don't realize

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- Some of the best networking opportunities are those hiding in plain sight. I want to give you three counterintuitive, lesser known places to go build your network. The first has to do with industry trade shows, but not in the way you think. Everyone thinks industry events are the go-to place for building your networks. And while I certainly wouldn't claim that those events aren't useful, it's my experience that the best networking often happens near a formal event rather than at the actual event. For example, I once attended an event held for 10,000 trademark attorneys. Going to that event and walking the floor didn't do me any good. Going to hear speakers didn't do me any good either. It wasn't until I got out of the trade show and went off to explore the side events that I began making real connections. It can sometimes be hard to figure out exactly where these side shows are. In many cases, you need to know someone or get invited. But it can often be as easy as simply asking the main event coordinator what other side events are going on? Many are officially sanctioned and you just need to pay a fee or request an invite. You can also ask anyone you know to see what else exists outside the show. If the venue is a hotel or a convention center, you could even inquire the staff for clues. Regardless, you'll find that every great trade show or large industry gathering is surrounded by opportunities. The second networking secret location is to find what I call perpendicular intersections. These are opportunities that exist within non-related industries. For example, an attorney could network at a clothing show. Why, because every clothing company at a big trade show needs legal advice about trademarks and copyrights and import laws and more. An attorney could build a great network of potential clients by just being around an industry where not many lawyers hang out. The final lesser known opportunity is what I call parallel intersections. A parallel opportunity is an event in which the attendees serve clients who fit the profile of what you're also seeking, but who offer a completely different service than you. For example, the attorney who networks with accountants doesn't expect the accountants to become the clients, but hopes that the accounts will refer their clients to the attorney. That means you could look for a network in a niche industry that serves the same customer as you, but who are not competing with you. These so called hidden places can become enriching network opportunities. At the very least, it should make you realize that the possibilities are nearly endless when it comes to growing your network. Get creative and brainstorm the possibilities for yourself.

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