The last few months of the year are the gala season for nonprofit organizations in my area. During a four-week period, there are at least four events we will be attending and another four we will be missing. For some, you buy tickets, while others are member recognition events or annual meetings. All of them put you in the company of seriously wealth people.
How do you make the most of it and make a good impression on potential clients?
Dress well. Years ago, GQ magazine ran an ad with the line, “It is a lot easier to get to where you want to be if you dress like you are already there.” There are wealthy people who dress badly, but this is excused because everyone knows they are rich. You want to come across as successful.
Seek out people you know in the crowd. If you’re active in the community, chances are good you will see familiar faces. Chatting with them a bit lets you get comfortable with your surroundings. Ask friends for introductions.
Come with a list. I was attending a dinner featuring the wines of southern France. This was a small, 50-seat event to support a local nonprofit. Several of the organizational leaders were people on my radar as potential supporters of my charity. I had mailed solicitation letters previously, and I had a list of names in my pocket. My goal was to meet them in person and chat. It is bad form to solicit a potential donor at someone else’s event, but I think it’s OK to say, “I am the guy who sent that letter.” Let them connect a name with a face.
Meet the other people at your table. The seating was random, and there weren’t name tags. I knew little about them except they also belong to the organization. They might be wealthier, yet I have found they are accepting of new people and are open to chatting. Favorite restaurants are safe territory after you got through, “Where do you live?” and “What do you do?”
Learn more. This is a treasure chest of background information. I knew the names of some of the board members, but little else. The president thanked the event sponsors. One was a familiar name, and one of the comments made by the host indicated he owned the local McDonald’s. Another person shared news about a friend we know in common. You won’t find information like this on Google or social media.
Meet the major players. I had spoken to the executive director, but only on the phone. Once she spoke, I knew who she was! When she was back at her table, I went and thanked her for helping me get tickets. I talked about how I might be able to increase future event attendance. The guy who did the presenting knows a lot about wine. What other events does he organize? Lay the groundwork for your paths to cross again. It is good to have a friend in the room at the next event.
Have fun. This is not a networking event. Other people might ask you about business, but you don’t have to initiate that conversation. You want to come across as a peer in the same social circle, ideally someone who they will see again. If you identify shared interests, that is an opening for keeping in touch. This is easy if they have a member directory.
In the nonprofit world, I have heard it said there is “friend raising” (making connections) and “fundraising” (doing business). You are friend raising tonight.
Bryce Sanders is president of Perceptive Business Solutions Inc. His book “Captivating the Wealthy Investor” is available on Amazon.
To discover more ideas for meeting the high-net-worth at events, read
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