Ever been to one of those networking events where someone shakes your hand, and within seconds, they’re pitching their product like it’s the last piece of cake at a birthday party? Yeah, we’ve all been there. And let’s be honest, it’s awkward. But here’s the thing: events are meant for relationship building, not for pushing sales like it’s a garage sale on a Sunday morning. So, let’s dive into why focusing on connections, rather than sales, is the real secret sauce at events, and how you can do it without feeling like you’re playing a bad game of speed dating.
Why Relationship Building Matters More Than a Hard Sell
Picture this: you’re hosting a dinner party. Your guests arrive, and instead of offering them a drink or asking about their day, you immediately start selling them your “world’s best” homemade dal makhani. They didn’t come over to buy dal; they came to enjoy your company and maybe, just maybe, discover how awesome you are over a shared laugh.
Events work the same way. Whether it’s a trade show, a seminar, or a casual mixer, people attend to connect, learn, and share, not to be cornered by a sales pitch. Building relationships is like planting seeds. You water them, give them sunlight, and eventually, they grow. A hard sell at an event? That’s like throwing a bucket of water on dry soil and expecting a tree by morning.
The Power of Human Connection
When you’re at an event, your goal should be simple: connect as a human first. Ask yourself, “What’s their story?” instead of “How can I sell to them?” Think of it like building a bridge. A strong bridge doesn’t just get slapped together, it’s constructed piece by piece, ensuring it’s solid enough to support whatever crosses it. Your conversations at events are the planks, bolts, and beams of your bridge.
And here’s the kicker: not every person you meet at an event is going to be your next big client, and that’s perfectly fine. Some will become valuable contacts, others will be great resources, and some might just be friendly faces you catch up with occasionally. It’s about casting a net that catches more than just the immediate sale; it’s about creating a network that supports you in ways you didn’t even anticipate.
Practical Tips for Building Relationships at Events
So, how do you go from being that “sales shark” to the “connector” everyone remembers (in a good way)? Here are some straightforward, practical tips to keep you on track:
- Be Authentically You: People can tell when you’re putting on a show, and no one likes feeling like they’re in an infomercial. Let your personality shine. Be approachable, share a laugh, and remember, you’re more than just your job title.
- Ask Thoughtful Questions: Instead of the classic “What do you do?” spice things up with questions like, “What’s been the highlight of your year so far?” or “What’s the biggest challenge you’re facing in your industry?” This not only opens the door to deeper conversations but also shows you’re genuinely interested in the person, not just their business card.
- Listen Like You Mean It: We’ve all met the person who’s just waiting for their turn to talk. Don’t be that person. Engage with active listening—nod, ask follow-up questions, and really take in what the other person is saying. Sometimes, the best connections come from just being a good listener.
- Follow Up with a Personal Touch: The event might end, but your connections don’t have to. Send a follow-up note that references something specific from your conversation, like an article related to what you discussed or a resource you think they might find useful. It’s like sending a thank-you card after someone brings you a casserole, it’s just good manners.
- Be a Connector, Not Just a Collector: Networking isn’t just about who you can meet it’s about who you can help others meet, too. If you know someone who could benefit from connecting with another person you just met, make the introduction. This simple act of generosity not only strengthens your relationships but positions you as a valuable resource in your network.
Let the Sales Come Naturally
When you focus on relationships first, the sales will follow, but naturally and without the awkwardness of a forced pitch. Think of it like trying to get someone to dance; it’s easier when the music feels right and the mood is set, not when you’re dragging them onto the floor mid-conversation. By building a strong network of connections who know, like, and trust you, you’re setting the stage for opportunities to come your way when the time is right.
Selling isn’t about pushing your product down someone’s throat; it’s about showing up, being present, and letting people see the value you bring without ever having to shove it in their face. And the best part? When you do eventually talk business, it feels like a natural next step, not a pressured pitch.
Wrapping It Up
So, next time you’re gearing up for an event, leave the sales pitch at the door. Focus on the person in front of you, not what you can get from them. Be present, be genuine, and be the kind of connection people want to have around. Remember, events are about opening doors, not closing deals. When you approach them with the mindset of building relationships, you’ll find those doors lead to opportunities far more valuable than any quick sale.
And if you’re planning your next event and want to make it a true connection-fest, not a sales slog, let’s chat! Whether it’s crafting strategies that put relationships first or turning your event into a memorable experience, we’re here to help. Ready to turn your next event into a partnership playground? Let’s make it happen!
Contact us at:
+91 70751 85865 | Email: hello@avadhesh.co