Building Relationships with Suppliers: Going Beyond Traditional Networking

Prior to 2020, many of us had long-existing industry contacts with whom we'd built strong relationships over the course of several years, perhaps even decades.

We were always growing, of course, but these thriving connections were not only a benefit to the jobs we do each day, but were downright enjoyable to have!

Fast forward to today, and it's a whole other story. Unfortunately, the pandemic flipped the world upside down, with many folks opting for an early retirement, job change with another company or leaving the industry entirely. It wouldn't be untrue to say that for many of us, it felt like starting from the ground up all over again. And at the same time, an influx of industry newcomers are now eager to dive in.

For those looking for insight into building industry relationships in today's world, we caught up with Jim Coggin, Tourism Sales Manager for Virginia Beach CVB, and Benjamin Maddy, Brand Ambassador for The Fireman Hospitality Group.

NETWORKING WITH SUPPLIERS TODAY
According to Coggin, there's one thing that hasn't changed: Being clear and concise in your communications when reaching out.

"[Prioritize] effective communication so you have a clear understanding of everyone's needs," Coggin explained. "Deliver results that exceed expectations. When you say you're going to do something ... do it!"

Maddy recommends following up often and staying in communication.

"Make sure to communicate on a regular basis, and don't wait to share new information or new things coming soon until the annual conference!" Maddy said, advising that when trade show season does come around, to research the companies and organizations you're meeting with and come to your appointments prepared with ideas. "People always remember when you go above and beyond!"

It's also wise to be flexible and share your needs with suppliers and if you have any new itinerary ideas to see where gaps can be filled. You never know what opportunities are ready for groups to enjoy if you don't have those conversations!

COMMON MISTAKES TO AVOID
While nobody is intentionally trying to tank their industry relationships, there are some all too common mistakes a professional like Coggin sees time and again:

• Not having a clear understanding of your audience—always do your homework.
• Looking at networking as a chore instead of using it to build relationships.
• Not following up with people you've met at a networking event.

BE MINDFUL OF COMMUNICATION DIFFERENCES
It's important to acknowledge the intersection of suppliers and operators/advisors networking and connecting with generations other than their own.

"Everyone has their own preferred method of communication, whether it's via phone, email, text, etc.," Maddy said, recommending that those who are unsure simply ask any parties involved what their preferences are! Consider making note of this preference on your end, and also being open about your own communication style.

For some, face-to-face meetings are still a must, while others don't find them necessary. Some folks like physical materials to refer to, while others find digital materials to be easiest. Whatever it may be, respect everyone's decisions and be considerate and flexible in your communications.

"Meet and connect with people outside of your generation—you'll be surprised at what you learn!" Coggin said, sharing one final tip everyone can use, no matter their level of industry experience.

"The key to any strong and lasting professional relationship is trust; people like to do business with people they trust."

Written by Sarah Suydam, Managing Editor for Groups Today.

This article originally appeared in the Sept/Oct '24 issue of Groups Today.