Written by Holtby Turner
Conferences like MIPIM are funny things. On the one hand, they appeal to our fundamentally human need to belong, and on the other they wreak havoc upon our equally human fear of not belonging. These conflicting responses aren’t anything new, they’re a tribal form of cognitive bias – our ego at full blast – but they can make networking very difficult indeed.
One of the hardest parts of networking is entering the room and knowing where to start. Heading straight for the bar is one option, as there’s always a stream of people there. Alas, managing productive chit-chat while placing a drinks order is an art few possess.
When we feel self-conscious at a networking event, our central nervous system helpfully steps in, in an attempt at self-preservation. Whilst trying to shield us from the danger of tribal rejection, the brain triggers reactions which pump us full of cortisol and adrenaline. Originally nature’s way of helping us escape from charging lions and such like, these hormones really aren’t very helpful in a networking situation like MIPIM! As they muddle, we struggle to focus as our cognitive functionality prepares us for either ‘fight or flight’.
However, this isn’t necessarily a bad thing. Thanks to something Harvard University psychologist Elliot Aronson has named “the pratfall effect”, being slightly socially awkward, particularly if you’re already respected and successful, can be seen as endearingly fallible. This particularly so if a perceived weakness (like forgetting someone’s name as you introduce them) mirrors a key set of strengths (like being a design whizz).
Even people not in this fortuitous bracket can draw a benefit from similar effects. It may take a while, but admitting you don’t know anyone in the room will often get a “me too” nod, or an invite to ‘come and meet so-so-and-so’. A nervous laugh can trigger sympathy among others equally nervous, and even an actual pratfall can serve as a conversation starter.
Whilst the worst thing that can happen is no connections are made and you live to fight another day – we all want to fit in and make the most of the amazing business opportunity that is MIPIM. With that in mind, here are a few tips I’ve found handy over the years.
DO
SWOT up. Research who’s going you’d like to meet, read up on news in their specific area and make sure you’ve got something interesting to talk about.
Listen. Ask questions, but don’t over-interrupt in an attempt to fit into a conversation. That’s just rude.
Relax. If you are, be prepared to admit you’re new. We’ve all been new once and it’s totally fine.
Help out. Make MIPIM be about you helping your network. Make warm introductions, and get known as the person who helps a newbie out.
DON’T
Be a bore. Fabulous as someone may think you are, going on too long about your business will quickly change their mind.
Be a fake. Save business cards for people you’d actually like to hear from or you’ll be ducking your landline for weeks.
Forget appropriate shoes. Don’t let achy feet spoil your MIPIM. Flats are de rigueur at MIPIM for pounding the pavements up and down Le Croisette, and whatever you do don’t break in a new pair at MIPIM…
Be anti-social. Hanging out with people you already know is a total waste of time and money.
Be overly social. It’s so easy to pick up an alcoholic drink at every meeting or event you go to…the days and nights are long at MIPIM and before you know it you could be the embarrassing one everyone is talking about the next day… don’t be that person!
Forget to follow-up. If you say you are going to call then call. Attending an event and not following up is a lost opportunity. People go to MIPIM to make contacts. Follow-ups aren’t seen as pestering if relevant and expected.
Remember why we go to MIPIM — to build relationships. That requires first and foremost building rapport with someone. Don’t be overly pushy, fearing a missed opportunity later on. Ask the right questions and listen. Often the greatest opportunities come from helping people. That may be with expertise, or it may be by offering someone with cut feet a plaster. If it were last year, you’d have won people over simply by carrying a spare umbrella!
