Schmooze with Style During the Holidays

While the W-2 world may consider holiday parties a time to relax, smart soloists know that these gatherings can be some of the best times of the year to make new connections and strengthen the bonds of existing relationships. I asked Susan Harkavy, a noted PR consultant in the design industry, to share with us some tips on how to get the most out of these get-togethers.

1. Go!
If you're tempted to stay home because you won't know the crowd, the ticket is pricey, it's an inconvenient location, or the thought of dressing up makes your head hurt, think again. "People tend to do business with those they know," explains Susan. "The 'face-time' invested pays off handsomely, since familiarity builds trust. One of your goals is to broaden the pool of people who know you personally and can validate your expertise," she adds.

2. Choose parties on purpose.
Before you toss that next invitation, think about whether the attendees are a match to your business goals, and your target audience. "Make it a point to go where your prospects congregate," advises Susan. If you're clear about your purpose, she adds, "when you open your mailbox you can evaluate whether the next event demands your presence."

3. Finesse your identity as you schmooze.
"Schmoozing," says Susan, "is lighthearted banter that solicits and reveals information, after which you pleasantly move on." As you circulate around a room, make conscious choices about how you want people to remember you. Susan asks: "If you could choose what someone might say about you, would it be consistent with the carefully conceived identity you project with your business card and Web site? "Preparing what you will say about yourself and your business can help you finesse the identity you wish to convey.

4. Perfect the graceful exit.
If you're building bonds of trust -- or learning valuable information -- it pays to linger in a conversation. But if it's not going so well? Susan says a smile gives grace to an exit, as you say, "Whoops! Look at the time! I hadn't realized how late it was, and I was so absorbed... but I really must speak to just a few more folks before I go. It's been such a pleasure chatting...." And off you go, ready to begin your next conversation.

For more PR ideas, visit Susan Harkavy's Web site, where you can also learn about her one-on-one guerrilla marketing brainstorm sessions for designers and creative professionals. Thanks, Susan!

-- Terri Lonier
Founder, WorkingSolo.com