Not every person you meet at a trade show, conference, mixer or other networking event will become a close professional contact. But this doesn’t mean you can’t take steps to turn some of these new connections into more meaningful relationships.

Susan McPherson, founder and CEO of McPherson Strategies, says it’s always worthwhile to take the relationship deeper when there’s potential to help each other in business and in life. In this issue of PromoPro Daily, we outline McPherson’s tips for moving new connections from superficial to significant — without the awkwardness.

Take the lead on following up quickly. This is crucial for deepening the initial connection, McPherson says. After you meet someone new, connect with them and follow them on their preferred social platforms. Or, set a reminder to take action in another way.

Just reach out. When you make a connection that doesn’t seem to align with the promo industry, still reach out. McPherson says you could say something like, “It was great to meet you. I’m fascinated by the work you’re doing in [field]. Please keep me posted on your work. I’d love to find ways to support you and your endeavors.”

Make the other person seen. McPherson recommends jotting down notes after meeting with someone new. Maybe they enjoy the same pastime as you or they told you about an upcoming trip. You could say, “How was your trip to the Bahamas? Did you go on that diving excursion?” This will help them feel remembered and heard, McPherson says.

Do what they suggested you do. This is one of the best ways to deepen a new connection. If someone recommends you do something, do it. When you read the book, take the class or listen to the podcast, circle back and let the other person know your takeaways. If you don’t follow through on a contact’s advice, McPherson says it can have negative consequences.

Go beyond small talk. Always look for ways to talk about something other than the business at hand. This is another way to make the other person feel seen. McPherson says you could ask something like, “If you could change anything about the way your career has evolved, what would it be and why?” It takes some finesse to ask insightful questions, she says, but these can help you share deeper conversations with people.

Some of your networking contacts could turn into long-lasting business relationships. Through these relationships, you can exchange ideas, find opportunities and make giant strides in your career. Make sure you maximize your network by following the pointers above.

Compiled by Audrey Sellers

Source: Susan McPherson is founder and CEO of McPherson Strategies. She has more than 25 years of experience in marketing, public relations and communications. She is the author of “The Lost Art of Connecting: The Gather, Ask, Do Method for Building Meaningful Relationships.”