Walking into a networking event with a goal of making sales might feel like the natural thing to do, especially if you’re eager to grow your business. After all, you’re surrounded by potential customers, right? Wrong.
Networking events aren’t sales pitches in disguise—they’re opportunities to build relationships, establish trust, and grow your professional network. When you focus solely on selling, you miss the point entirely, and worse, you risk alienating the very people you hope to connect with.
Let’s dive into why selling at a networking event is a mistake—and what you should do instead.
1. Networking Is About Building Relationships
At its core, networking is about creating connections, not closing deals. When you meet someone new, they’re not immediately thinking about buying from you—they’re assessing whether they like and trust you.
Launching into a sales pitch right after introductions can come off as pushy and self-centered. People attend networking events to exchange ideas, find common ground, and explore opportunities—not to dodge aggressive sales tactics.
Instead of focusing on what you can sell, focus on who you can meet. Ask thoughtful questions about their work, their challenges, and their goals. The more interested you are in them, the more likely they are to remember you positively.
2. Selling Too Soon Damages Your Reputation
First impressions matter. If your first interaction with someone feels transactional, they may write you off as someone who only cares about your own agenda.
Consider this scenario: You meet someone at an event, and within minutes, they’re trying to sell you their latest product. How does that make you feel? Chances are, it’s uncomfortable and off-putting. You’re less likely to want to continue the conversation, let alone build a professional relationship with them.
By focusing on connection rather than sales, you establish yourself as approachable, genuine, and collaborative—qualities that lead to long-term success.
3. People Need Time to Trust You
Trust doesn’t happen overnight. It’s built over multiple interactions and shared experiences. Networking events are just the first step in what should be a longer journey.
When you rush into selling, you skip over the most critical part of the process: earning trust. No matter how great your product or service is, people won’t buy from you if they don’t trust you.
Use networking events to plant seeds of trust. Be genuine, helpful, and interested in the other person. Follow up later with a thoughtful message that continues the conversation without pressuring them to buy.
4. Selling Closes Doors Instead of Opening Them
Ironically, trying to sell at a networking event can actually limit your opportunities. When you focus too much on pushing your product or service, you may miss out on valuable connections, partnerships, or referrals.
For example, the person you’re pitching to might not need your service—but they might know someone who does. If you focus on building a relationship rather than making a sale, they’re more likely to recommend you to others in their network.
Networking is about playing the long game. By fostering meaningful relationships, you create a network of advocates who can help you achieve your goals over time.
5. It’s a Networking Event, Not a Sales Meeting
The purpose of a networking event is right there in the name: networking. It’s about connecting with people, not selling to them.
Think of it this way: If everyone showed up to a networking event with the sole purpose of selling, the atmosphere would quickly become chaotic and unproductive. No one would leave feeling inspired, supported, or connected.
By focusing on meaningful interactions rather than sales pitches, you contribute to a positive environment that benefits everyone involved.
What to Do Instead of Selling
So, if selling is off the table, what should you do at a networking event?
Here are some tips to make the most of your time:
- Be curious. Ask open-ended questions to learn more about the people you meet.
- Offer value. Share insights, resources, or connections that can help others succeed.
- Listen actively. Pay attention to what others are saying and show genuine interest in their stories.
- Be memorable. Share a little about yourself, but focus on leaving a positive impression rather than a sales pitch.
- Follow up. Send a personalized message after the event to continue the conversation and nurture the relationship.
The Power of Playing the Long Game
When you resist the urge to sell at a networking event, you set yourself up for greater success in the long run. People remember those who are helpful, genuine, and authentic—not those who treat them like walking dollar signs.
By focusing on relationships first, you build a strong network of allies who trust you and want to support your success. Over time, those relationships can lead to referrals, partnerships, and yes, even sales. But it all starts with taking the pressure to sell out of the equation.
So, the next time you attend a networking event, leave the sales pitch at home. Instead, show up with curiosity, generosity, and a willingness to connect. The results will speak for themselves.
Pro Tip: The best way to ensure success at a networking event is to focus on being helpful. Whether it’s sharing advice, connecting someone to a resource, or just being a great listener, the value you offer will always come back to you.