How to Use Networking Events To Your Advantage

In today’s business world, it is imperative to attend networking events. That’s a given. But it takes more than just showing up to a cannabis networking event to experience benefits. To be a successful cannabis business owner, you have to know how to use them to your advantage. Understanding why these events are so important and how to get the most out of them will give you a great ROI on every cannabis networking event you attend.

Make Use of Cannabis Networking Events

Whether you are at the beginning stages of launching or operating your business or you’re an experienced cannabis owner, business-to-business (B2B) cannabis conferences are an extremely important and readily available resource. Whether your goal is to build connections or attract clients, trade shows and conferences can help to do that. Through a strategic plan, you can:

• Raise brand awareness
• Showcase your products
• Stay one step ahead of your competition
• Meet face-to-face with new and existing clients
• Produce and generate high-quality leads
• Explore and evaluate new products in the marketplace
• Discover the latest trends in the industry
• Keep abreast on the most up-to-date industry regulations
• Generate new orders and close sales

For promotion, learning and networking, B2B events are the way to go.

Be Prepared to Meet Cannabis Business Owners

Once you’ve decided to attend a cannabis networking event, it is important to go in with a plan. Although these events can be highly enjoyable, they should not be treated like a party or vacation. This is all about your business, so keep your goals front and center. Before you set foot inside, be sure to:

Set an Intention

The likelihood of reaping any benefits from a cannabis networking event are extremely low if you just wander around from table to table without actually connecting with anyone. You need to be very clear about your objective before you arrive. Whether you are looking to form new partnerships with other cannabis business owners, expand your network or maybe even land a future speaking slot of your own, the clearer you are about what you want, the more likely you are to achieve it.

While it may seem a little bit cheesy to write down your intentions, doing that can be surprisingly beneficial. Remember, it’s much easier to get from point A to point B if you have a map to guide you.

Do Your Research

Don’t show up blind. Doing a little investigative work on speakers and key attendees who will be at the event will lead to smarter conversations, more relevant questions and better interactions with the thought leaders that you will be interacting with.

Knowing who’s who ahead of time can also present the opportunity to arrange to meet up for coffee beforehand or to connect once you’re at the location. Cannabis networking events usually advertise their speakers in advance, and there are often Facebook groups that allow you to ask questions, connect with conference-goers and arrange meetups in advance.

Get Your Personal Branding On Point

Make sure that all of your online business profiles, from your website to Instagram to LinkedIn, have consistent messaging and visual branding. Any and all contacts should be clear on what you do, what your business is all about and where to find you. Optimize your bio to showcase your services, accomplishments and expertise, and consider using a professional headshot.

Ensure Success at Cannabis Networking Events

Once you’ve done all your homework, it’s time to make the most of your experience at a cannabis networking event. This is the time to:

• Know your pitch! Be prepared to answer the question “What do you do?” with a simple three-to-five sentence response. Of course, you want it to be memorized, but you don’t want to sound robotic. Practice making it sound easy and natural. Know your vibe and that of your company, then  infuse that into your delivery.
• Exude confidence! Never be afraid to put yourself out there and meet new people. At the end of the day, others will remember genuine interactions and stories far more than they will “straight sales talk.” Be creative. Remain personable. Be confident. And don’t forget to have fun. If you have fun, those you interact with will have fun, too.
• Offer expertise! Making connections is crucial in any business. Be ready to offer your own connections, resources and expertise to other cannabis business owners in exchange for theirs. It’s much easier for those you interact with to remember you when you make a true, authentic connection with them.
• Gift a free giveaway! Present your contact information in a fun and memorable way. A small item with your business information can make a great impression, even if it is something as simple as a branded pen. Let your giveaway item do your advertising for you long after the event is over.
• Create long-lasting relationships! Make a list of contacts as you meet new people and then continue nurturing those connections after the event is over. Reach out by phone, email or social media periodically with a personalized message. Make plans to meet up again if you live in the same area or next time you are in town. Showing initiative in keeping your connections going can lead to future partnerships. Even if you can’t physically get together, you can stay in contact and nurture the relationship.

Connect with Cannabis Business Owners at CannaCon

Attending trade shows and exhibitions is the perfect way to take your cannabis business to the next level. Make the most out of cannabis networking events by being genuine, open and intentional about building authentic connections.

When it comes to choosing the events you attend, check out the line-up of upcoming expos from CannaCon. As the nation’s leading business-to-business cannabis conference, CannaCon features exhibitors from around the country as well as seminars delivered by industry experts. Register to attend one or all of the 2024 CannaCon events today!

This article was originally published on Sep. 3, 2019, and was updated on Feb. 20, 2024.