How Not to Set Conference Goals for You and Your Team.
For all the Cardslingers out there in the wild.
TL;DR As the conference season started, know this. If you’re going there - no matter if on your own or being sent by your employer, push back on the „business cards brought home” goal. Same with the idea of giving out as many cards/making as many LI connections. Just don’t do it.
Focus on creating quality, actionable profiles of the people you encounter. It will require more time and effort but will pay off in the long run. (dossiers, notes, LI messages CRM entries, your pick)
Swapping countless business cards is not the key to successful networking. But why’s that? Well, let’s dive into the story of Joe.
The Story of Joe
Once upon a time, there was Joe. With his impeccable high-quality shirt and wide vest lapels, one could spot him from afar. As one should. The entire world of salesmen trembled before him. His name was nearly never mentioned without the hint of spite and envy in the voice. Whoever entered the market was immediately introduced to this legendary persona non grata and became the sworn enemy of our hero. The eager and naive young hearts of those freshmen - so pure and merry - filled with hatred in one fell swoop.
That one fell swoop when Joe’s business card landed in the hand of any prospect they were talking to. Because Joe was the Cardslinger. And as we all know - the quickest to get the contact info, gets the deal.
Everyone was groaning in vain. No one could get any partnership. No one could sell anything. As Joe was always there. Always a step ahead of you, placing his card - and taking the prospect’s, seconds before you could. How could he do it to everyone all around? No one knew.
The only certain thing was that everyone hated Joe. But everyone wanted to be like Joe.
Because Joe was the best Cardslinger there was.
And we’ve got such Cardslingers not only in sales. More or less they seem to appear in every corner of the Globe, in every field there is. Neither tech, nor HR, PR, or manufacturing.
But this is not the Wild (Networking) West. And you are not the Cardslinger.
Hell, you don’t even exist in this world.
So why do you craft your conference targets like this were Joe’s world?
Have you noticed how bizarre this story sounds? Getting the sale through contact exchange? Going at scale with nothing but that? Limiting the story to sales in the first place?
I saw that too many times. And if you were at any business conference, you saw that as well. Maybe tried to be one? Or maybe fell victim to the Cardslinger? How did you feel about it?
There’s that sort of people who disregard you as a person. Those, who, at best, think about what to say next instead of listening to you. Or don’t think about you at all. Those who tell others to always be closing. Is it enjoyable? Efficient in the modern business ecosystem? With a wide plethora of competitors and substitutors at every corner of the Internet? I don’t believe it. And I wager that this set of tactics did not pay off for them as well.
Simply put - such creation of conference targets translates into a spray & pray approach which backfires easily. Will you remember everyone you interacted with? Will you possess any insight beyond their name/title? What’s your angle? Soon, you will turn out to be objectifying others. For they seem nothing more than a lead, an email address, a touchpoint to send a sales pitch to. And guess what? We feel it, see it, and react to it. Negatively.
So when you try to set the goal of getting X email addresses, handing over Y cards, or making Z connections, you are kinda pushing yourself or your team down that path. Disregarding us as fully-fledged human beings.
When I see the Cardslinger, I assume one’s got a single goal. Get to my pan… I mean, mailbox as soon as possible.
Because they need to send their cold outreach thinking I’m remotely warm.
Because they need to report on the number of "connections made”.
Because they’re required to fill in some nonsense quota.
Because they believe that’s how networking works.
Because they were told so.
Because they don’t know better.
But we can do better.
Honestly? Most probably no one will eradicate that awful and pointless cardslining entirely. It’s not like you or I won’t do anything like that ever again. Or accommodate another slinger. It’s going to happen. But gotta bear in mind a different world is possible. And that world may bear fruits you wouldn’t even dream of.
Rather than aiming to fill your Rolodex, set a goal to follow up with five people after the conference. Send personalized messages. Or call them. Show you remember them. And try to have a comprehensive note about every person you talk to. You will limit yourself this way. There’s no way to create 50 notes (mental, hand-written, or digital, doesn’t matter)
Joe’s Redemption Arc
Even though, no one forms a bond by leaving their contact info and disappearing, do not disregard this practice entirely. It could be your “growth hack” for brand awareness or spreading some ideas (limited vouchers, party invites, looking for early adopters). Then, the Cardslinger may be the person you need.
Yes, there are spots for Joeys in our world. But it’s neither their world nor their rules.
Where does Joe the Cardslinger have his spot?
Combining Joe’s efficiency with engagement could work. Gathering as many cards as possible if everyone who gives you such gets a significant gratification bonus. As a bonus to the personal message - a party invite, a trial period for your product, or a gift basket.
Just bear in mind you’ll have to eventually accommodate all of those people not only by delivering what’s promised but also by putting your interest in them. By having a plan for what to do next.
Otherwise, they may end up with some random swag from folks they couldn’t even recognize on the empty street. Free stuff is nice but I’d love to be able to connect it with any intent, any person, any company. No, putting your logo somewhere doesn’t do the trick.
What about teaming up with another person and having a specialized tag team? Even though I’m a proponent of networking alone (at least at the beginning), I know the power of a well-oiled machine of two. With one making the opening and the other having a deep dive into a person.
So how does it work then? You get the Cardslinger to scout the field, research attendees, pick interesting people, and make the initial contact for the Slinger’s partner to nurture the relationship.
But who could that other person be?