How to Work a Room
by Deborah Johnson

(Hint: Start practicing your small talk.)

Recently I was invited to speak to a group of entrepreneurs about how to build their business through public relations, advertising and Internet marketing.

After a lively discussion, a young woman (I’ll call her Ann) raised her hand and said, “I’m just starting my business and really can’t afford formal advertising or PR. Is there something I can do that’s cheap to market my business?”

I asked her how many business cards she had brought with her to the meeting and how many she handed out.  

“Actually I brought a lot of cards, but I didn’t hand any out because I’m new to this group and felt uncomfortable going up and talking to people.”  The fact is, like Ann, many of us feel a bit awkward at large gatherings and we miss one of the best and most cost-efficient ways to grow our business…by working a room.

So, with Ann’s permission, I opened the topic up to the group by asking them how Ann might have handled the opportunity to network differently.

One man pointed out that Ann had placed herself near a corner, away from the action.  Someone else mentioned that Ann was wearing dark colors and stood with her arms crossed across her chest. Yet another woman said that she, herself, had tried to approach Ann, but she seemed to “look down all the time,” and didn’t appear to want to talk to anyone.

The group consensus was that Ann could have approached several folks who looked friendly and said, “I’m new to this group and wanted to introduce myself and my business to you.”   

Whether it’s for developing new business, networking or, yes, even getting a date, working a room is an art. And it all begins with small talk.  

Small talk comes naturally to some folks, but to others (like myself), it’s an acquired skill.  It allows you to introduce yourself, get to know people superficially, give and collect business cards, then move on.  After all, that’s what working a room is all about -- meeting as many people as you can in the shortest amount of time.  (Of course, the next step is follow-up, but that’s another article.)

• Begin with a good attitude.  Be genuine.
• Listen, then respond with a good question.
• Find common ground.
• Take a sincere interest.
• Put the other person at ease.
• Repeat the other person’s name in conversation.
• Introduce people to each other.
• Be aware of your body language.
• Make eye contact and lean forward slightly.
• Be open and candid.
• Learn what you can early in the conversation.
• Ask open-ended questions.
• Don’t be shy.  Practice in a mirror, if needed.
• Welcome others into a conversation.
• Mingle, but don’t intrude into other conversations.
• Practice conversation starters. Think of three icebreakers prior to the gathering.
• Memorize a 30-second spiel about your business.
• Focus on strangers.
• Have business cards ready and hand out two at a time.
• Keep your sense of humor.
• Have fun.  Lighten up.  Smile.
• Follow up the next day.

Politicians are probably the most adept at working a room.  The next time you’re at a fundraiser, take a minute to study who excels at the “grip, gab and go.”  But don’t spend too much time observing, because if you’re not working the room, someone else will beat you to your next prospect.

Good luck and have fun.

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