BY Jessica Helinski
Are you making the most of networking events? If you aren’t converting conversations into sales, then the answer may be “no.” You might be wasting valuable opportunities for new business. And if you aren’t even making it to networking events, then you’re already missing out.
Why Networking Event Matter
While much of sales has shifted online, networking events are not obsolete. And attending these events can be lucrative, according to SalesFuel research.
Nearly 30% of sellers who achieve 90% or more of their quota say they’ve recently attended an in-person trade show or conference. That percentage drops to only 20% among low-performing reps.
This finding suggests that attending events offer valuable networking opportunities, allowing sellers to connect with potential clients, partners and industry peers. These interactions can help reps build relationships that could lead to new business.
Findings on buyers also support the opportunities that events present. The latest B2B BuyerSCAN shows that nearly one-third of buyers report that meeting a vendor at an event increased their likelihood of considering that vendor’s product or service.
The impact is particularly pronounced among younger B2B buyers, especially Gen Z, making this insight crucial as they take on more decision-making responsibilities.
Clearly, sellers should prioritize event networking opportunities. But just showing up isn’t enough.
Maximizing events: How can sellers convert conversations into sales?
“While attending an event is the first step, sellers must maximize the use of their time,” says AdMall Director of Sales Denise Gibson.
“They need to be mindful about their strategy to make sure they’re maximizing every opportunity for a new lead.”
Go digital
As Ravi Pratap Maddimsetty explains, at busy industry conferences, brief but promising conversations with decision-makers often fade before a follow-up.
But sellers can employ strategies to turn fleeting interactions into actual deals. He suggests doing this by capturing leads on the spot. This means rather than relying on memory, he explains.
“You can use digital business cards or QR codes to exchange information instantly, eliminating the risk of lost or illegible contact details.”
He also adds that logging lead details instantly in a CRM or event app helps you avoid losing context. These tools also allow you to quickly segment leads so they don’t get lost among all of your other contacts.
Don’t wait
Once the event is over, act fast to convert those conversations into sales. Ideally, a day or two is when you should follow up with those you met. In fact, Krutant Iyler reveals that science supports a 48-hour window.
“Converting event leads during this period isn’t just about being quick; it’s about beating the natural decline in interest and memory,” he writes.
Make it personal
And those post-event outreaches will have the biggest impact if they’re personalized. Today’s buyers are tired of generic engagements; they want value that is relevant to them.
According to the professionals at Certain, this is key to keeping their interest.
“Generic follow-up is a surefire way to lose a lead’s attention,” they explain.
“After an event, attendees expect timely, relevant communication that reflects their actual experience.”
Make sure to include any details that you took down digitally during the event. Adding highlights from your conversations not only jogs their memory but also shows you were paying attention.
Go for even more impact by referencing their unique needs identified during the event and tie them into your solution’s value.
And as SalesFuel notes, don’t forget to include a call to action before ending the outreach. Be clear on what the next step can be and the value they will get from taking it.
Sellers should prioritize attending networking events which are shown to help drive buyer interest and new business. By following best practices, sellers can effectively convert conversations into sales and build lasting relationships that generate repeat business and referrals.
Photo by jimylloyd laumain on Unsplash
