With so many ways to connect digitally today, it's easy to overlook the value of meeting people face-to-face. Yet conferences and networking events offer something that emails, LinkedIn messages, and virtual meetings can't always replicate: the opportunity to build relationships through genuine, personal interaction.
Most sales professionals don't network enough, and the ones who do typically approach it with a "show up and see what happens" mentality. This usually results in limited interaction with the right people, awkward periods of needing someone to talk to, or butting into existing conversations (not cool). Ultimately, the whole experience is frustrating. Then, the sales rep blames the event or organization for being "cliquish," unfriendly, or just plain bad.
After one or two attempts to connect with a potential prospect, salespeople give up and hang out with their own team.
This is where your opportunity lies! Where other salespeople give up, it could be a gold mine for you IF you network the right way.
Here are five ways to get the most out of a networking opportunity and increase sales.
1. Get involved, really involved
Only a small percentage of members in most associations and organizations actually volunteer for something. Yet volunteering is one of the quickest and most effective ways to get entrenched in an organization, meet the right people, build credibility, and generate new sales.
Ask the executive director or a board member how you can get involved in their organization. Your best bets are working the registration table, organizing networking events, serving on committees, and joining the board.
Or, you can be like almost everyone else and attend conference events and HOPE you meet some people who are important to growing your business.
2. Arrive early at events
Most of us tend to be "fashionably late" for events. If after-hours networking starts at 6 p.m., we'll get there at 6:30. The problem is that it's very hard to start conversations when everyone is already in conversations, and they all look like they know each other.
So, you take a couple of laps around the room, grab a drink or an appetizer, and hope you find someone else who isn't talking to anyone.
Instead, try this: show up 10–15 minutes before the event starts.
Make it a point to seek out the executive director, board members, and other volunteers, and let them know whom you'd like to meet and why. Those initial conversations can often carry you through the entire event because they'll make introductions for you!
3. Fight the urge to sell
Most people attend networking events to find new business, look for a new job, learn something, or just be social. I've yet to meet anyone who goes to a networking event to be sold to.
Yet that's the approach for many sales professionals, and it's a big turnoff. Instead of trying to sell people, focus on why they are there and how you can help them.
Build relationships and credibility first; then the sales will come.
Have your questions ready for them, such as "What are you hoping to get out of this conference or event?" (That will provide some insight into their priorities.)
Or, "Is there anyone here you'd like to meet that I could perhaps introduce you to?" (That'll give you insight into the types of conversations they're interested in and immediately position you as someone they should know.)
While you shouldn't be selling, have your short value statement practiced and ready so people can quickly grasp how you can add value to them, their organization, or people they know.
4. Find the influencers
Every organization has them: the people who know everyone. Those are the people you need to get to know very well.
They can open doors for you, be a consistent referral source, advocate for you in and out of the organization, and typically are just great people (that's why everyone knows them).
Introduce yourself, find some things in common, and then ask to meet for coffee or lunch sometime. And don't forget to offer to help them by sharing your network, too.
5. Network after the event (Have a follow-up plan!)
It's really what happens after the event that makes the difference.
Networking takes planning, effort, and patience to pay off. The conference or live event is the initial touch, but if you do it the right way by creating a follow-up touch plan and sticking with it, networking can be one of your most lucrative sources of new business.
Today, that follow-up might include a personalized email, a LinkedIn connection, sharing a relevant article, or introducing someone to a valuable contact. Whatever the method, make sure your outreach is thoughtful, consistent, and focused on adding value rather than simply checking in.
The key is to have a plan before you ever walk into the event and then follow through on the relationships you've started.
If you or your team need to build confidence in networking, communication, or prospecting, Butler Street can help. Our Sales Mastery programs combine practical skill development, real-world application, and ongoing reinforcement to help sales professionals turn conversations into stronger relationships and new business opportunities.
Connect with Butler Street to discuss how we can help your team make the most of every opportunity.
