Never underestimate the power of a trade show or networking event.  At least, I never will again after this year’s National Restaurant Association show in Chicago over the weekend.

To say the least, it was fantastic beyond expectations.

That’s probably because I had never treated the industry’s premier show quite the same way, and hence, didn’t truly know what to expect.

You see, working for the marketing agency through the years, I would approach this mammoth event in several ways.  As part of a client team, I’d check out  the competitors or look for trends or innovations I could possible connect to a growth strategy.  Or, as an agency executive, I’d be sniffing out new business possibilities.

With the clients, I’d be in for a “bond-a-thon” — treating them to the best clubs and fine dining restaurants of Chicago or arranging huge meal occasions (paid by media sponsors) for the client crews in town.  We’d look for adventure, and we’d somehow find it. The fun and hard work meshed well, I must say.

This time I had a different approach.  I made it my calling simply to reconnect with those who’s business and careers had been my life’s passion.  I just wanted to see them again, share a tale and press flesh, as friends do, because at some point they had been more than clients to me — they had been meaningful parts of my life.

The results were fantastic.

Turns out the network was bigger than I ever expected.  It’s a rather long list of people with an equally long list of associations.

Turns out the personal ties were deeper than I ever expected.  People remembered and relished things with me I had long forgotten.

And it turns out the opportunities just fell naturally out of things.  Most every person asked “what can I do for you?” without any need to.  Having been an account guy 4ever and a career builder by trade, it was a refreshing “what goes around comes around moment” for me.

There are lessons for us all in this.

For the young account service person, make a meaningful difference in the lives of your clients.  Approach each day with a passion for their interests and their success — and you’ll have an impact they will never forget.

Create memories with your clients wherever possible.  Obviously, that can include resume stuffers, such as “we launched a $50 million brand together.” But it should also include adventures and experiences that bond you uniquely forever, like catching a ride in a charter bus back from Vegas when the Bakery Show shut down because of the 9/11 attacks.

For executives everywhere, tend your network on a personal level.  Take the time to show your personal stories and your authentic appreciation of those business.  No doubt, if business is your life, then your business associates ultimately are your best friends.

Approach networking events and trade shows as THE places to reconnect.  Make THAT your priority for a show.  You’ll find it as rewarding personally as you will professionally.