The hidden barrier most networkers never name — and how to fix it before your next event.
GROWTH PILLAR: Networking & Community
WHO THIS IS FOR: Newcomers to Canada / Solopreneurs / SMB owners / Anyone rebuilding their professional network
WHAT THEY'LL GAIN: Practical networking strategies, a new way to think about social capital, and tools to get advocates selling for you when you're not in the room.
Most people think networking is about skills. Brent Edwards says it's about social capital, and for a lot of business owners, that's the gap nobody's talking about.
Brent is the founder of BrentCanada Experiences and the author of The Ultimate Guide to Professional Networking for Newcomers to Canada. With more than 35 years across corporate travel, financial services, and seven years as a key account manager at the Ontario Chamber of Commerce, he's spent his career watching what separates the people who build real business relationships from the ones who leave every event with a stack of cards and nothing else.
This episode covers a lot of ground. Brent breaks down why newcomers to Canada — and plenty of established business owners — struggle not because they lack ability, but because they don't yet have the social capital to open the right doors. He talks about the subtle cultural differences in how business moves in Canada, why the pace here surprises a lot of people coming from faster markets, and why the person you least expect to talk to might be the one who changes everything.
There's a great moment where Brent shares how he and Bernie connected. It wasn't through a Canadian networking event. It was through a former Scottish police officer named Willie Nickel, who runs a networking group in Glasgow. Brent had joined that group during the pandemic — not to get referrals, but to keep growing as an entrepreneur himself. That connection crossed two countries and landed right here.
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Next Steps
Bernie (00:22)
what if the hardest part of building your business isn't your skills?
It's knowing who to talk to. That feeling of being capable, but somehow on the outside of the room, a lot of people carry it. Today's guest has spent decades helping people across that threshold and actually build something real on the other side. Brent Edwards is the founder of Brent Canada Experiences. He helps newcomers to Canada and established Canadians build the kind of professional relationship that actually moves the needle.
With more than 30 years across corporate travel and financial services, including seven years as a key account manager at the Ontario Chamber of Commerce, Brent brings a granted practical approach to networking and business development. He's also a speaker, a coach, and the author of the Ultimate Guide to Professional Networking for Newcomers to Canada. Outside the boardroom, Brent has mentored newcomers through the Toronto Region Immigrant Employment Council and has volunteered with the Institute.
For Canadian citizenship. He's appeared on the New Canadians TV and works quietly but consistently to help people feel like they belong in the rooms where their business gets done. Find him at BrentCanada.info and on LinkedIn. Says search for Brent Edwards Canada. Brent, pleasure to have you here today. Thank you so much for joining us.
Brent (01:38)
Bernie, it's a pleasure to be here. thanks so much for inviting me. and I'm glad to to speak with you and see if I can share some ideas with your audience.
Bernie (01:49)
Awesome. So do you have a favorite quote or saying you'd like to share with us?
Brent (01:53)
one of my favorite US presidents is Theodore Roosevelt. And one of the quotes he's he has known for many quotes, but one of his was around success. And he said, It is hard to fail, but it is worse never to have tried to succeed. And I think that really encompasses a lot of the challenges that entrepreneurs
and small business owners have. in order to be successful, you really need to be open to to failing, but failing is just a case of learning. So you're either learning or you're succeeding. And to be successful in business you need to be able to be comfortable with both.
Bernie (02:31)
So newcomers to Canada, you know, people that have immigrated to Canada from across the globe. What brought you in what brought your focus t to those folks versus everybody else?
Brent (02:42)
Sure. So I spent many years in the the travel industry. had opportunity to travel a lot for business and was always always interested in the tourism industry and being kind of a a tour guide for friends, family. also the fact that I've lived in four different provinces and have had to adjust to being the newcomer in different communities, whether it was moving to Vancouver.
growing up in Montreal, Toronto or or on the east coast of Nova Scotia. And one of the things that really s set with me was the people who were welcoming and helped me settle in those communities. So if I look at newcomers and if you were to look on the spectrum, you have people who are coming for a vacation and you know we
We call you know vacation tra travelers. You have people who are coming for a month, they may be coming for a conference, you have people who are coming for a couple of years, we call them expats, and then you have people who've decided to move across the globe to a new country, and we call them immigrants. And really a lot of the on that spectrum, there is similar needs in terms of settlement, being welcome, helping you achieve your potential.
And I've really moved from focusing on the tourism aspect and focusing on people who have chosen Canada and want to build a new life here. And it's really important for the success of our country that they feel welcome and have an opportunity to succeed.
Bernie (04:10)
That that's that's a that is a big big project. And I or as you're describing it, because we're talking about doing business connections for the most part, but is it involved more than just business connections? It's like, you know, what is the best place to shop for a product? Is it the best place to live? Do you are you also involved in that or is it just hi, let me help you in in the business networking space?
Brent (04:33)
So I've I've considered I I've been involved with volunteering with settlement agencies and providing coaching for for newcomers, especially around job search. but the area that I really can help them out most with is for those who have a business or are starting a business and are looking to build business connections. There are so many Canadians out there who are able, willing, and supportive of newcomers, especially around.
Settlement and initial challenges when they arrive, whether those are newcomers or temporary foreign employees or refugees, and are doing an excellent job. Where I can assist is through helping build business connections, because for many newcomers, they've they're bold, they're brilliant, they're brave.
And in many cases, the challenge that they have is not the ideas, but is the social capital and is building the connections in a Canadian business environment. Especially a lot of newcomer business people have been successful in selling and building up businesses and other markets. And what the difference is, is that selling and building relationships in Canada, the rules are a little different. And because of some of the subtle differences, it can be even more challenging.
and those are areas, just because of my experience and working in the Canadian business and environment for more than 35 years, that's the area where I feel that I can provide the most assistance.
Bernie (05:57)
I guess working in the Ontario Chamber of Commerce for almost a decade gives you really great insights to what's behind, you know, in in the business space. What did you pick up from being in that space? What did you encounter that you go, hey, listen, and then you can someone who's new to the area, because you know, newcomer doesn't necessarily mean, you know, I'm from out of the country, you know, it could be
One from Newfoundland or from BC, right? Or Alberta, So
Brent (06:24)
Okay.
Bernie (06:25)
So what did you what did you take from the chamber that helped, you know, provide that here's a way to do it.
Brent (06:32)
Sure. Yeah, it's a tremendous tremendous time with with with with the Ontario Chamber. Learned so much, a great team to work with. we were working on advocacy and policy work, principally around the areas of responsibility for the provincial government. And I had a opportunity to work with virtually every sector within Ontario's economy in terms of the our our our members.
And and even just chambers of commerce and boards of trade. There are over 150 of them are members of the territory chamber in the province. There are small smallest communities, the biggest cities, and even just the business communities representative of Main Street, Bay Street, trade, professional associations, labor organizations, post-secondary institutions, advocacy groups, so for virtually the entire economy. And I guess what I learned was.
How each of those institutions help grow our economy, create jobs and build economic growth. And also having been in meetings, I witnessed some of the best networkers that I've ever seen. some of them are in government relations, some of them are in financial services, and others are actually in real estate. they were
What was consistent was was that they were they were likable, they asked very smart questions, they were very present. It wasn't about them, it was about how they made the other people in the room feel when they were present. And people were they they were almost magnetic in that people wanted to spend time with them, very smart, competent. But those are some of the attributes that whether you're
representing a a large organization in a roundtable with a government minister, or you're at your first networking event in your local community, there are things that you can learn. so those are some of the things that that I picked up during my my time with with the Ontario Chamber of Commerce.
Bernie (08:23)
And then you created Brent Canada experiences. And what was the deciding factor to trigger that?
Brent (08:30)
Sure, I I actually was involved working with Brent Canada Experiences, doing proponent work, even actually before my time I joined the the Interior Chamber. So I was involved with working with settlement agencies, doing webinars. I actually had my own podcast. it was much shorter, not nothing as established as yours, Bernie, but had done that as well. involved with doing some one-on-one coaching with business owners.
so I had done that even before the time I j I started with with Chamber. And what I f what I found was it was time I wanted to start my own business. I'd been wanting to start my own business for many years. You can tell by the the the snow on my head that you know retirement's much closer than the beginning of my career. So I didn't want to have any regrets. And really that this was the time for me to just to
to actually go off on my own and start my own consultancy. but I wouldn't have been able to do it without the the experiences that I had from working with with working with the chamber and also my other business experiences in the corporate world.
Bernie (09:33)
you find that when a person comes to Canada from a non English speaking country, do they tend to be already bilingual or is that something they learn pretty pretty quick? And in having that transition, have you found that, you know, when they're when they're doing the networking pieces that it it just kind of like the kind of having wobbly legs for the first bit and then everything kind of kind of gets balanced out over time?
Brent (09:57)
So I guess a lot of the the folks that I'm working with I have fairly strong English skills. you know I I I I do I I I don't work in Francophone market. My my French is abysmal. My apologies if we need to talk to somebody in my family whose French is much much better, you'd be doing the podcast with with our daughter.
but I would say that it even if someone's one of their first languages is English, it's even it's those subtle cultural differences in terms of how we interact with each other that are challenging. And some of it is not even language related. It's more the incr intricacies of communications and follow-up and what the pacing needs to be.
So for example, I I've done quite a bit of work with with newcomers who have come from the subcon Indian subcontinent. A lot of them have actually made their way to Canada, but have first worked in the UAE, particularly in Dubai. And the feedback I've heard is that the actual pace of business in Canada is actually much slower than what they're used to.
And that can be frustrating in some ways and also challenging. So some of it's understanding how much to to push, how much to accelerate, how much to wait. And those are some of the areas that I I coach people on. there are also a lot of coaches who are specifically strong in English as a second language and English coaching skills.
And I would defer to them. but those folks who are still struggling, and some of the the clients I'm speaking to have been here for 10 or even 20 years, but really want to make sure that they have as broad a network from which to draw on employees and customers and business partners and
You need to basically diversify your your network if you're going to diversify your revenue streams and grow your business.
Bernie (11:51)
Kind of on topic, but kind of off to the side, do you find that there's some people that have professional standings in other countries where their credentials aren't recognized here in Canada? And what's it take for them? Is is it worthwhile for them to get getting their credentials certified for here? Or, you know, are they usually you know what? I want to do something different.
I I I I I don't want to drive cab. I want to do something else. I want to run a business. And they have an entrepreneurial spirit. Do you find that, you know, do they do they stick to the what they did in the back where they came from and just carry forward or adapt it or just go for something totally different?
Brent (12:31)
Yeah, the the whole credential recertification is is a is a huge area of concern for for newcomers. There are a lot of really credible organizations who are doing advocacy work in that space, both at the federal, provincial, and municipal levels, particularly with trade and professional associations. So it it it is definitely an area of concern, you know, as the
country moves to reducing trade barriers, interpretural trade barriers. Some of them are related to labor standards and labor codes and and certifications. so I'm happy to see that there's some progress being made in that space. some of the the newcomers who are coming over are deciding to move into having their own business or being self-employed because the obstacles to being recertified.
In Canada or having their existing credentials recognized is is too great a hurdle. And they see less risk in terms of going in to start their own business than taking the time to get recertified, which it tells you in terms of the risk of starting your own business. If if that is the less risky option, then the the the barriers to getting their credentials certified is are very high.
which which which is a shame. And Canada spends a lot of effort to recruit some of the the best and brightest people in the world to come to our country. And going back to again the reason why I you know startup brand Canada experiences is I wanna minimize the number of new Canadians who have buyers remorse and are here for several years and and say to themselves, Wow, I think I made a mistake in Canada was
I I made a s mistake in choosing Canada, it's the wrong country for me, because that basically breaks my heart.
Bernie (14:12)
Wow. Yeah, no kidding. What are the biggest mistakes newcomers make when they're coming to Canada to get into the business circles? You know, they they're looking to well, whether they're looking to import, export. I I've talked to different folks, you know, they have folks back home. It's you know, the the country that they've left isn't hasn't gone sideways, you know, it and the relationships are good between Canada and that given country.
And you know, they're looking to export, import, is is it that type of stuff? Is it are they helping, you know, transplant a company that's in in country of origin to here and they're looking to have a Canadian arm? Do you find that or is it just totally hi? I'm I'm here, I'm gifted, and let's start it over again. Total clo total clean slate.
Brent (14:56)
Yeah. So I think that there's a whole range. And again, a lot of it depends on the country of origin, the background of of the folk folks who are coming over. Some of them going into business, as we talked earlier, is more of a plan B that they wanted to continue their the profession that they were in previously, but that that's becoming so much of an obstacle and they have a family to support. they need to move forward. there are others who
Have had a business in another country and really want to transfer that business here or start a similar business. So if you're to go to any of the trade shows, especially like franchise national franchise shows, I think about a third of the franchise owners in Canada are new Canadians. And part of it is because there's an existing business structure and and process set up and a lot of the
legal concerns and regulatory compliance has has already been taken care of so they can focus on running their own business. there there there's there's a whole variety in terms of what the challenges are. I think the the common thread is this lack of social capital. So they the clients who I'm working with, some of them also have connections that are fairly strong within their own community. however
if they really want to expand their business, they're gonna need to deal with the the the entire country. So it's it's all it's it's almost i it's it's a parallel to what's happening with our own country with with the 10 provinces and the three territories and and all the interprovincial trade barriers. We've been very siloed for very long. It's worked to a certain degree, but we need to break down those interprovincial trade barriers so we have a not 13 separate
jurisdictions but one one country to give us access to all 41 million people. So I think it's also similar with people who are starting their own business that if you stick with you within your own community, you're naturally limiting the number of potential customers or advocates for your service. And there are certain you know you've got to of course understand your target market and who who your ideal customer is, etc. But the more that
You can diversify who those customers and and advocates are for your business, the more chance you have of success.
Bernie (17:05)
It's it's interesting you mentioned that 'cause I I reflect back. I live in the in the Ottawa Valley and there are different regions outside of Ottawa, going towards Pembroke. And I mean it's it's it's extremely specific, but there are there were communities that were specifically the folks came from a certain country, you know, different European countries, whether it's Irish, it's Scottish, Polish, German, and they they concentrated.
How do you get them to and I and I get why that happens because sometimes it's not safety in numbers, but you know, it there's there's it it provides that familiarity because that's from the from the home world, right? So there's like, you know, it's it's why delicatessans do so well. And that's why I like visiting them because you know I'm just I'm never gonna get skinny going to them. How are that said? Taste good. how do you get them though to to shift that gear, like you were saying earlier, to listen
There's the rest of the country and you got to reach out to them. How how do you get them to kind of not always you know you know get away from the safety zone, right? And and get outside, you know. You have to get uncomfortable. And is is that where you take them into a larger networking space and go, hi, this is how you work the room?
Brent (18:16)
Yes, I I think it's it's a two-way straight. I think other communities also need to be more open to understanding that there are a huge huge number of local communities that have a tremendous amount to offer and that the confidence of some of the newcomers that they have they have more to offer than they even realize. We're talking, you know, quite a bit about, you know.
Trading relationships and building new markets internationally. It's one of the reasons I got involved with the Canada Startup Association. So it's it's a new organization, fairly new organization that's focused on helping newcomer Canadian entrepreneurs and also new entrepreneurs from other underrepresented groups scale and export their services to new markets. And a lot of virtually every new Canadian.
Has more international experience doing business in other countries than most of the established Canadians. And that's something if there was ever a time where we needed people with understanding of international markets, it's now. And this is where it's more of a mindset shift where coming into a networking opportunity with one of my clients who's a new Canadian.
They have so much to offer and they need to be s seeing themselves as a peer with the folks in the room. And the folks in the room need to understand how much the newcomers can provide to can are already providing and can provide to those relationships. I think part of it, like you talked a bit about breaking into business circles. And I I think some of it is the the way that
The how we actually see these these connections. And there's a lot of focus, I noticed in networking groups around okay, who is it the right person in the room? Am I meeting the right person? Like I need to meet a vice president at a supply chain firm that's in logistics because I'm manufacturing XYZ product. And really what networking about is all about, it's not the same meeting the people in the room. It's
Meeting all the people that the people in the room know. there are so many connections people have, and and I guess it goes back to that old analogy about, you know, don't judge a book by its cover. Because in a lot of cases, you don't know who the who the people are that you've met. You you don't completely understand their business, why they do it, what their origin story is, who they can help. You also don't understand who they also used to be.
What their roles were, who they met, who they've connected with. you also don't know who they're actually connected to, who what other circles they're part of, what other relationships are they part of like the business improvement area? Are they part of an alumni association? and specifically, you also don't know who these people are going to become when you're meeting them. You don't know what their potential and their trip trajectory will be in five years. So the idea about
Going into a room and it's like I need to meet this particular person based on this title. And unless it's that person with that title, I'm not interested in meeting anyone else, you are so missing out in the in the world of networking. I mean, I'll I'll give you a well, let's give you an example for the audience that Bernie and I we we both know. So during the pandemic,
I was involved with networking, but I wanted to keep my skills up and wanted to make sure that I was, you know, learning best practices. So I actually joined online networking groups in Australia, and went to ones in the States, I went to ones in Ireland, England, and one of the best ones I came across is actually based on Glasgow, Scotland. It's called the Revitalized Business Club. It's run by a great gentleman by the name of Lee Foster. So I actually had
Gone over a couple of years ago on a family vacation to Scotland. For the first time I got to meet the team. It was amazing. So I've been a member of that group for five years. Well, the way that Bernie and I actually know each other is that a gentleman by the name of Willie Nickel, who used to be a police officer, is now a business coach just outside of Glasgow, introduced the two of us. I'm in Markham, you're in the Ottawa Valley, and we have our our wonderful friend Willie.
in Scotland is the one who made the connection between the two of us. So it just goes back to like don't make assumptions about who's in the room and and the value of actually meeting that person because you never know who's going to make a connection between the two of you.
Bernie (22:38)
Just to follow up on that, when the pandemic blanket came down and everybody had to it was online and Zoom became your next best buddy or whatever platform you're running, I ended up connecting with someone out in British Columbia networking group who then said, and so we that lady in that group said, I should have a chat with this person, and then you know.
And that was Keith, Dr. Keith Deets. And then it went from Keith Deets to Willie showed up in that group. Yeah. So you know, it's just you just don't you just don't know where the ripple is coming from, right? And and you're right. It just like I I've I found myself personally that you know you when you go into a room yeah, know who you want to talk to, depending on what what what you're getting for. be authentic, be not expecting anything.
You know, like be open minded, like you don't know what's gonna happen next. It might be a conversation, might be a short one. You you you harmonize with the person, you don't harmonize with the person, all of it happens out there. you know, as long as everything's cordial, life's good. That's that's kind of the the kind of the big key. But to do a strong business introduction, how do you like when you're working with somebody, how do you make that introduction and go like obviously Willie did that for us?
you've been on the East Trade Winds show, you've been in the in the Canada Growth Network.
Brent (23:53)
It's
Bernie (23:54)
where where I'm you know, I I get to play and have fun. but you know it how do you make that connection of going, Yeah, this person needs to fit into this into this box and not necessarily in the box, but you know, visit the box, you know, visit this this area or that talk to that person.
Brent (24:10)
Yes. So a lot of it's we we talked about elevator pitches and sixty second introductions. and that those are important. And I think the the storytelling is a really key component to this. People remember stories. They don't necessarily remember facts and figures. some people are challenged in terms of peop remembering people's names. That's the reason why we still, you know, use business cards, you know, whether it's physical or digital. but I think it's a story that you can tell about.
your your business and who you help and how you made a difference, that's what people will remember and walk away with. So I think it be having a 20 second introduction or 60 second six 60 second introduction is really important. but it's also understanding like why do you do what you do? the other component I found is is asking questions.
And it's asking memorable, thought provoking questions that can assist. So one of the things that I advise my clients to do, especially if they're going to a conference or trade show, is to ask a question of a panel. And I also coach them in terms of how to do this. And and I've seen this done successfully, where somebody from the audience will ask a question. Of course, you have to identify who you are, what do you do, why you're asking that question. And that can be one way that.
Other people in an audience of 50, 100, you know, 500 people can identify who you are. I've actually had examples where I've had clients who've come and spoken to me after because they realize I asked a question, I tried to make it as thoughtful as possible, and also had to identify myself so that way you actually stand out in an audience as opposed to.
meeting the generally the smaller number of people you have. one of the examples I'd used, I guess, on the the mastermind that we'd done with the Canada Growth Network was around the the business card sant and the person who's you know handing out their business cards to a lot a lot of other people. you you really want to develop some relationships that you can carry on after the conversation. So it's it's more of a
quantity or quality approach as opposed to a quantity game.
Bernie (26:15)
You help them. You help us. I'll you know what? Because them is us, right? unless unless of course we our folks came naturally from this country and even then, yeah, it's so we've all we're all new to different spaces.
That sometimes the person that you're talking to across is a good quality contact. They're not going to be your client, but they might be stage one to the next person that you're going to talk to. Or they're looking for the same client base, but they're not competing with you.
Brent (26:46)
Yes.
Bernie (26:46)
Right. In which case, two heads are better than one scenario. Or three, they're just an interesting person that you know that ends up.
You become more edified, you be you're more knowledgeable in something. not that you're looking to take over their job, but you become more aware of what's going on. Like an accountant, for example. I I'll no one ever want to be an accountant. Nothing wrong with being an accountant. I just know that's not my sweet spot. do you help coach them on on that and understanding that each connection has has different value or impact?
Brent (27:14)
Yes. So a lot of the the focus is how do you how do you coach people who can articulate your value when you're not in the room? because those are the referrals that you want to get. You you want people to be able to come back and say, hey, guess what? Bernie, you know, I was I was in a it was in a meeting room at a conference in Toronto and I was speaking with this entrepreneur who has a really great story to tell.
And they're looking for a broader audience, maybe you could help them by being the guest on knock for business. So it's understanding, having people understand enough about what you do, who you want to assist, that they can be your advocates when you're not in the room. and that's how you're going to reach the most number of people. So having having a phrase where you know, I help.
Who your customer is to do so and so through this way. If you can encapsulate that in a sentence or two, that's something that is really helpful. And that's something I learned from Lee Foster and the team with the Revitalized Business Network in Scotland. Lee's an an expert in terms of sales and business development. And you know, he's the one who you know
I I actually belong to this group in Scotland, primarily not for referrals, but for my own professional development as an entrepreneur because I'm still feeling you know, I'm still a year into having my own business and there's still so much to learn about running your own business. So
Bernie (28:39)
I I can totally understand that. Yes. and it's it's never static, right? It's always evolving. It's always it's always changing up. You're adapting to the circumstance, especially if you're if you're shipping things out of the country or into the country, currently that that you know, that could be can be an issue.
Brent (28:55)
Yes.
Bernie (28:56)
So
When you are helping someone connect and let's say I'm meeting someone for the first time, one of the things to look at is, you know, do they have a LinkedIn profile? Do they have a website? You know, what what is something that I can refer to, not so that not so much even bona fide, but later on I've met them and I'm going, well, hang on. This person might have interest in what I'm looking at, working with, or might be able to help somebody I know. How
Do you establish an electronic footprint out there so that people can find them?
Brent (29:28)
Yeah, and that's these are some of the topics I'm covering I cover in the Ultimate Guide to professional networking for newcomers to Canada. That was the the ebook that the the folks at New Canadians TV had me write based on several of the episodes I've done for their TV show. They were the ones that actually encouraged me to write that book. And some of it is about, you know, having a professional LinkedIn profile and having a social media footprint that you can quit communicate. I
Having spent all those years in corporate, I g my my expectation was that everyone had a LinkedIn profile. And I think part of it is having been in financial services and having gone through many global crises and including, you know, the financial collapse in two thousand and eight, like everyone in financial services then had a LinkedIn profile two thousand and eight on. So that's basically when I started posting.
But my assumption was everyone had a LinkedIn profile. Well, as I get in and learn more about the small business area, for folks who've never worked in, you know, what we're calling the corporate environment, some of them don't have a LinkedIn profile. But in most business interactions in Canada, LinkedIn is kind of the calling card that if you don't have a LinkedIn profile, people will, you know, it's like, can I verify who this person is?
Do they have the credentials that they say they have? And it's it's almost table stakes to use a you know gambling terminology. it's table stakes in terms of having those business conversations. Because if people can't go to an independent site and verify who you are, where you worked, what you did, then they may chal may have some challenges with working with you because everything we're talking about is about building trust.
It's building trust, it's building likability, it's building relationships. That's everything that networking is is all about building relationship professional relationships with people who you aren't already connected with, and also fostering those relationships with the people who you do have relationships with. So if you don't have a a professional LinkedIn profile with a professional photo and all the basics in terms of your
the area that that you're focused on, your credentials in terms of academic and you know business success, there people are going to have challenges or question working with you. And it's it's it's unfortunate, but that's generally the case. And especially if you're going to an event. So if you're going to you know I do a lot of work with trade shows, conventions, and conferences, because I think it's a great area for small business owners to build relationships.
But it tends to be opportunities that are overlooked either due to the expense, the cost, but w what I'm offering is some assistance to help optimize their time they're spending at Trade Shows. But whether you're handing over a business card or doing your QR code, having that that LinkedIn profile and those that that detail in terms of who you are is is a necessity.
Bernie (32:27)
Yeah, that yes. I I agree. ha having yeah, but having having having something something in the background. when you're doing the the introductions, do you also have them get involved in other like, you know, for example, today we're doing a podcast, right? Do you have them engage in podcasts? Do you have them engage in other community events to help
I I guess this this might be all in the Ultimate Guide to Professional Networking for Newcomers to Canada book, right?
Brent (32:54)
So some of it is, but happy to to share some more. So there are there are so many different opportunities, especially around in person. Like we we were talking about you know meeting people through through LinkedIn and on Zoom and which which was still of course incredibly valid. Look if if you once you've met somebody in person though, they're harder to forget.
And it's really a key to like building a relationship. Like Bernie, we we've act we haven't actually met in person yet. I'm sure we will. but we also were introduced by somebody who's a mutual friend of ours. in a lot of cases, somebody is going to want to meet person a person in person before doing business with them. and that's why this interactions with
Again, like business improvement areas, chambers of commerce, boards of trade, alumni associations, trade of trade shows, professional associations, trade associations, speaker forums, TEDx talks, like you name it. There are so many, especially in the city I live in. So I'm in Mark, I'm in the greater Toronto area. there are so many trade shows, conferences, and conventions that are going on with people coming from
across Canada and around the world. you want to take advantage of those opportunities. And this will also help widen your scope of of contacts, and and who you can do business with. I mean, I was at the PDAC conference, I was with a client, I was making introductions to clients, potential contacts from Africa. And the way I was able to make contacts was I had
previously gone to a trade show was connected with my s one of my sisters who'd written a memoir about her her time in western west africa and I'd gone as this associate of you know her brother right but we met people at that event who then led to connections other connections so you you need to put yourself out there you can make so much progress
through a screen, but you really need to be going to these events to make headway. And one of the questions that you you thoughtfully posed ahead of time was well how about if you're an introvert? you know let's you know I'm as you can tell more of an introvert person but I actually have a friend who coaches people coaches primarily introverts on
business opportunities and gabrielle's written all these books on coaching for for introverts and what she she would say if she was on the co show was they tend to ask more thoughtful questions they tend to be better prepared they are really all in on having in-depth conversations as opposed to superficial top line chats and some of them make even better networkers and some make better
Sales and business development people, because of the thoughtfulness that they put into the conversations, they're less likely to wing it or do it off their cough off the cuff. So it's something where regardless of what your business style is, there are opportunities out there in in terms of communities to to be meet more people and grow your business.
Bernie (35:56)
You know, if by the way, Brent, if you're up in Ottawa, we can always meet at the adhive location, the collab space.
Brent (36:03)
Yeah.
Bernie (36:03)
Shameless shameless plug 'cause I'm a member there. But you know, the kind of key thing is when you're meeting people, go go where there's food, food and beverage. It doesn't have to be add on beverages, but food.
'Cause they they also have they also have a a cafe there too. But that's it's a collab space and it's all about community. And again, it's it's that's very, very same thing. And you'll have them in the the Toronto area too.
so just I 'cause I'm looking at the the time and you know, we're having a really good flow here, but you know the you know, the pumpkin will happen is a Cinderella.
Brent (36:37)
Good things come to an end. Yes.
Bernie (36:39)
Yeah, yeah, I remember that one too. role models, Ken Dryden, Jimmy Carter.
Brent (36:43)
Yes.
Bernie (36:44)
Where does that come into play? and yeah, they're different. One one skates and one played a president and also someone who worked in the nuclear space. That
Brent (36:54)
Yes.
Bernie (36:54)
yeah. Over to you.
Brent (36:55)
Sure. So I mentioned Teddy Roosevelt was one of my favorite presidents. Another one was James Garfield, and third for sure is Jimmy Carter. yeah, Jimmy Carter and Kendrick are two people fortunately we've lost in the last couple of years. admired both of them tremendously. both of them distant, of course, in politics. They were also multifaceted and even had
huge contributions to society outside of their principal areas, and one being the goaltender for, of course, my favorite hockey team, the Montreal Canadians, the other one being president of the United States and Governor of Georgia. But they made public service was huge for both of them. Ken has wrote many books about Canadian education system and you know wrote one of the best selling books of sports books of all time The Game.
Jimmy Carter wrote many, many different books. brilliant man. He was the only he's the only president of the United States who went to the US Naval Academy. And of course, people will know him for his work with Habitat for Humanity. So I think they they both demonstrated public service. They both were committed to the value of higher education. they both aimed to leave the world in a better space, better place than
They found it and just in t the integrity of both of them were were off the charts. So I unfortunately I think I think I met may have met Ken once. I'd always planned to on one of our trips to Florida during March break to stop by Plains, Georgia to go by Jimmy's house, but unfortunately they never made made the trip. But I do have several of his books, so and those were
Two men who s have tremendous amount of admiration for
Bernie (38:33)
So the book, The Ultimate Guide to Professional Networking for Newcomers to Canada. It's an ebook. So where can folks find that book?
Brent (38:41)
Yeah, they actually go to Newc New Canadians.tv. that's the website for New Canadians, which is the television program which airs every week across Canada on Omni TV. There is it's one of the best online resources for settlement and careers and starting a small business for newcomers to Canada. And there are several ebooks that they've done, including
one by my friend Gabriella. and mine is available it's for free so just go to newcanadians.tv and you'll find you'll find the ebook there.
Bernie (39:16)
But wait, there's more. you have you also have a free readiness assessment. So if someone's thinking, you know, attending a trade show, conference, convention, you know, whatever in the in the Greater Toronto area or GTA, where can they find that assessment?
Brent (39:31)
Sure. So if people connect with me on LinkedIn, so just type in Brent Edwards Canada. into LinkedIn, you'll find me. And I've developed this self-assessment. So it's really to determine your your readiness to optimize your time at a trade show convention or conference, particular particularly in the Greater Toronto area. There are so many events happening all the time.
Whether it's it's in it's the Metropolitan Toronto Pension Center, the International Center in Mississauga, the exhibition grounds. There are a number of very large venues in Toronto. And if people want a self-assessment, see already they are, I'm happy to share that with them and also encourage them to have a no-obligation chat with me to see if I can help them optimize their time.
in business development while they're in the Greater Toronto area on business.
Bernie (40:20)
So folks, you know what? You find Brent on LinkedIn. Visit BrentCanada.info is the other place, his website. If you're building your network, you know, regardless whether you're new to Canada or not, reach out to him. You know, he he solves a problem most people, you know, don't even name correctly, right? So it's not just newcomers lack this lack this knowledge. Sometimes it's people coming right out of the schooling system, someone leaving corporate.
All these spaces. And you know what? Brent can share a wealth of information, what it's like to to transit the different spaces. And so to reach out to us, knack4business.com. So it's the word knack like knock, except an A instead of an O. The number four, business dot com, reach us and use our chatbot to find other episodes that it's searchable, you know, whatever you're looking for from the business world.