A beginner's guide for business events Part 3 - Partner events

Partner events - Ah, the corporate world’s favourite way of blending fun and business.

Partnerships in business are professional relationships that rely on networking and politics as much as they rely on making money together. There is always an interest. While some companies might benefit more than others when entering a partnership (even appearing on someone else’s website can be valuable), the condition is that there has to be a gain.

Some of the most successful partners managers out there are usually people with extensive, valuable, active networks, who can get very creative in sculpting a win for everyone involved in a deal. It’s not boring, that’s certain! Having the skill for that usually comes with age and experience but if you want to enter this game, this chapter can give you a bit of a head start.

Firstly, understand the purpose of the event: is it celebratory, strategic or educational? This can mean an evening for a Partnership Kickoff or Launch Event, a weekend trip a Partner Summit (which will blend social activities with workshops, strategy sessions and even an awards ceremony) or an appreciation type of event which is usually an all-inclusive, paid trip to a gorgeous destination for a few days, where you get to mingle with others for work, play golf and network or it can be a half-of-day pizza party at your partners office in the next building. Tailor your tone and objectives accordingly - you would dress and network differently at a summit vs. a gala dinner vs a pizza party. 

Remember that regardless of the format, you are not there to sell anything - therefore, you should be networking intentionally but naturally. Do not pitch anything - it is such a turn-off at these events - and offer value before asking for it (sharing insights, introductions, or resources). These are meant to build goodwill, deepen trust, reward the existing relationship and to protect its continuity. 

Cultivating successful partnerships for your company (and for you, implicitly) means a permanent effort to find out what makes others happy at work and to help delivering it. Your counterparts in other companies might have quotas and targets and if you play an important role in them achieving that, you should be rewarded with benefits of other sorts for your own company.

Things are usually well defined by contracts but in the real world, rule bending and sharing of private information off the record happen more frequently than you might want to know. This is why respecting confidentiality is key. Many partners may also work with competitors so avoid saying anything negative about anyone.  

Be present, bring your charming self and dress appropriately. Just because there is a pool somewhere doesn't mean you should pack your speedos. Memories (and photos) do travel with the attendees. Dignity is to be preserved at all costs although, yes, sometimes you might be required to to zip down a mountain as part of the scheduled activities and keeping a nonchalant face might be difficult. But hey, you might end up forging real friendships this way.