To network without being salesy, ask open questions, let the person finish, and offer something relevant, such as a resource or an introduction, before you mention your own product. If the topic is not relevant, close the conversation respectfully.
Networking should be conversational, not transactional. The fastest way to lose a conversation is to pitch before you know what the other person cares about.
How to network without being salesy: listen before you pitch
Do
- Ask open questions
- Let the person finish
- Reflect key points back
- Ask relevant follow-ups
- Notice what they prioritise
- Confirm what you understood
Avoid
- Comparing yourself straight away
- Redirecting every topic to your product
- Offering an insight when it does not help
- Using networking as disguised interrogation
Framework
A natural conversation path
A useful conversation usually covers seven things. You do not need to follow the order, but you should find out more than you say.
Be useful first
A relationship develops more easily when both people receive value. Offer something relevant and proportionate, whether or not they ever buy from you.
Share
- A relevant resource, not a brochure
- A useful observation
- An example of how another team solved a similar problem
- Information they asked for
Connect
- An introduction that costs you little and helps them
- A specialist who can help
- A recommended session
- A thoughtful referral
Exhibitors and attendees
Exhibitors and attendees
Your product comes second
- Ask what problem brought the visitor to the show
- Mention your product only when it answers what they said
- Offer a resource they can use even if they never buy
Be curious and generous
- Ask what the other person is trying to achieve
- Share one useful point, not your whole story
- Make an introduction you said you would make
| Pitch first | Listen first |
|---|---|
| The other person disengages | The other person explains what matters |
| You guess what is relevant | You know what is relevant |
| Follow-up is generic | Follow-up is specific |
| You collect a card | You start a relationship |
If the conversation is not relevant, close it respectfully and move on.
Frequently asked questions
How do you network without being salesy?
Listen first, ask genuine questions, offer help that is relevant and proportionate, avoid redirecting every topic to your product and close respectfully if the topic is not relevant.
What does it mean to be useful when networking?
Offering something relevant that helps the other person, such as a resource, an introduction, a session recommendation or an example from another team, without expecting an immediate return.
How much should I talk in a networking conversation?
Less than the other person. Ask open questions, reflect what you heard and share one useful point at a time.