changes, additions to teams, new hires in the spa, hotel or
industry organizations,” says Kym Dianovich, vice president
of sales at Kerstin Florian International.
Johnson also uses LinkedIn, which he thinks is a powerful
research tool and means to make targeted connections.
“Doing research on a person of interest might ident ify points
of connection you didn’t know existed, like a shared alma
mater, a home town or a hobby. That instantly gives you
something to talk about,” he says.
Live Love Spa CEO & Founder Lisa Michaelis also relies on
social media to find common connections. “I’ve found that
spa professionals are very social so many of them are on
Facebook and LiveLoveSpa365. I also stay up-to-date on
industry movers and shakers through trade publications like
Pulse. Day Spa Association is another one of my go-to for
industry updates,” she says.
Like Michaelis, Wolfe uses Facebook to research connections in advance. “Follow ISPA on Facebook to get familiar
with the community and stay up-to-date on Conferencerelated news,” she advises.
But while online tools are convenient in researching
potential networks, don’t overlook old-school strategies. “I
prefer to talk with colleagues or connections to find out more
about others within the industry. That’s the great thing about
networking, if I have a problem or question, I can ask my
network, and if they don’t know, they can refer me to a new
connection!” he says.
Quick Tips
to Make
Networking
Easy
Break the Ice
The most challenging part of networking is the first few
seconds when one attempts to break the ice. It can easily get
awkward if you end up fumbling with a topic, or even
annoying if you open up with a sales pitch. To break the ice,
“It is best to let the
relationship evolve and
not overshare. We also
find that a hard-sell is
always a mistake.”
— KYM DIANOVICH, Kerstin Florian International
Michaelis suggests opening up with friendly and open-ended
questions like “Is there anything in particular you are looking
for at Conference?” or “How did you get started in the spa
industry or your company?”
Wolfe says an authentic smile goes a long way. “Start with a
smile and address them by name, especially if they are wearing
name tags. Engage them by asking about a particular presentation they attended or what their impression is of the
Conference so far. Or simply ask: ‘How is your day going?’” she
says.
(CONTINUED ON PAGE 56)
Stop talking and learn to listen. Johnson says listening is just as important,
if not more important than talking. “While you might be looking for some
specific information in making a connection, you never know where a conversation might lead if you just stop and really listen.”
Don’t stop with one connection. “This is a small industry, and the more you
start to network with others, the more you will see how quickly we are all
connected. Once the connection is made, continue that relationship into the
future. Leverage your network. Cultivate it,” advises Mersberger.
Set appointments. “Many people think to themselves that this important
person’s schedule must be booked so they never ask. Always ask, the worst
that person can do is say no,” says Michaelis.
Set a goal. “Set a goal to meet at least three new people at each event. Get
out of your comfort zone by not always sitting or dining with the same
people. Look for new faces in the crowd and join them,” Wolfe says.
Always follow back up. “Follow-up is key. Stay in touch, share company
news and things that would be appropriate and interesting. Think about how
you like to be approached and informed and pay it forward,” says Dianovich.
54
PULSE
■
September 2016