The Art of Networking: A Guide for Sales Professionals and Business Owners


Networking is the lifeblood of any successful sales career and business venture. It can open doors, deepen relationships, and even transform your career overnight. Whether you’re a sales professional or a business owner, this eBook will offer you valuable insights into mastering networking events. From preparation to follow-up, this comprehensive guide has got you covered.

Table of Contents

  1. Key Points to Networking
  2. Follow-Up
  3. Small Talk Questions

Key Points to Networking

1. Prepare in Advance

Preparation is more than half the battle when it comes to effective networking. Going in with a well-laid plan can make the difference between a mediocre experience and a transformative one. Here’s how to prepare:

Research Attendees

  • Why It’s Important: Knowing who will be at the event allows you to strategize your networking efforts.
  • How to Do It:
    1. Obtain the attendee list from the event organizer or website, if available.
    2. Identify individuals who align with your goals and industry.
    3. Use LinkedIn, company websites, and social media to gather information about these individuals.
  • Pro Tip: Prepare a few questions tailored for specific individuals to spark meaningful conversations.


Know the Event

  • Why It’s Important: Understanding the event’s purpose, themes, and agenda will make your interactions more relevant and insightful.
  • How to Do It:
    1. Research the event website, read the agenda, and familiarize yourself with the keynote speakers.
    2. Know the industry trends that may be discussed.
  • Pro Tip: Being informed allows you to intelligently contribute to conversations and be viewed as someone “in the know.”


Be Professionally Memorable

  • Why It’s Important: In a sea of faces and conversations, standing out in a positive manner can make you memorable long after the event.
  • How to Do It:
    1. Develop a unique, but professional, style or aspect of attire—like a signature color or accessory.
    2. Hone in on your storytelling skills to engage people.
  • Pro Tip: Psychological studies indicate that people remember peaks and ends of experiences. Make sure to create at least one memorable peak in each interaction.


2. Set Your Intention in Advance

Target Audience

  • Why It’s Important: Knowing your target audience helps you focus your efforts and use your time efficiently.
  • How to Do It: Clearly define who would be the most beneficial for you to meet, such as potential clients, investors, or mentors.


Learning Objectives

  • Why It’s Important: Establish what knowledge or skills you’d like to acquire from the event.
  • How to Do It: Make a list of topics or trends you’re interested in and aim to find people who can offer insights into these areas.



  • Why It’s Important: Setting specific, measurable, achievable, relevant, and time-bound (SMART) goals gives you a roadmap for the event.
  • How to Do It: Set SMART goals such as meeting at least five new prospects or learning three new industry trends.


By meticulously preparing in advance, you set the stage for meaningful interactions that can yield tangible benefits. You not only increase the chances of meeting the right people but also make a lasting impression on them.


Key Points to Networking

3. Reach Out in Advance

Connecting with potential leads or partners before the event itself can significantly increase your chances of a successful interaction later on. Here’s how to go about it:

  • Why It’s Important:
    • Reaching out before the event can break the ice, making subsequent in-person conversations more comfortable.
    • It allows you to schedule time to talk, ensuring that neither party is too busy with other engagements during the event.
  • How to Do It
    1. Use Social Media and Email: Send a polite and engaging message introducing yourself and explaining why you’re looking forward to meeting them at the event.
    2. Be Specific: Mention something specific about their work or profile that caught your attention.
    3. Propose a Meet-up: Suggest a quick coffee or a brief chat during one of the event breaks.
  • Pro Tip: Don’t overcommit. Since you’ll meet many people, schedule your pre-arranged meetings judiciously to allow room for unplanned yet promising interactions.


4. Arrive Early

Being early to a networking event has numerous advantages that can put you in a favorable position for the remainder of the event.

Room Scoping

  • Why It’s Important: Understanding the layout can help you strategically position yourself in high-traffic areas where you’re likely to meet your target audience.
  • How to Do It:
    1. Walk around the venue to identify key areas like the entrance, bar, and any booths or stages.
    2. Note where attendees are likely to pass by or congregate.
  • Pro Tip: Choose a spot where people naturally pause, making it easier to initiate conversations.


  • Why It’s Important: Where you stand can impact the number and quality of interactions you have.
  • How to Do It:
    1. Once you’ve scoped out the room, position yourself in a spot where attendees will naturally pause, like near the refreshments.
  • Pro Tip: Avoid standing near exits or places where people are likely to be preoccupied, like close to the restrooms.

Meet the Planner

  • Why It’s Important: The event planner can be a valuable source of introductions as they know who’s who.
  • How to Do It:
    1. Introduce yourself and offer a helping hand, which can be a great ice-breaker.
    2. Ask them if there’s anyone they think you should meet.
  • Pro Tip: Always thank the planner before you leave; maintaining this relationship can yield long-term benefits.

Control Positioning

  • Why It’s Important: Establishing yourself as an early presence can make you appear as an authority or leader, giving you social leverage.
  • How to Do It:
    1. Be proactive in your body language and openness.
    2. Help others who look lost or disconnected; this portrays you as someone who belongs and leads.
  • Pro Tip: Use your early arrival to not only scope out the venue but also to make first contact with other early arrivers—these are often people who are serious about networking as well.

By reaching out and arriving early, you are taking extra steps that most attendees overlook. These actions set you apart and offer additional opportunities to make your networking more effective and fruitful.


5. Engage the Event Planner

  • Why It’s Important: The event planner is the linchpin of any networking event. They know who the key players are, what the main objectives are, and usually have a direct line to almost every participant.
  • How to Do It:
    1. Introduce Yourself: Make a point of identifying and introducing yourself to the event planner soon after arriving.
    2. Offer Assistance: Instead of asking for favors right away, invert the dynamics by asking if there’s any way you can assist them.
    3. Leverage for Introductions: Once rapport is built, feel free to ask if they could introduce you to specific people.
  • Pro Tip: Always be gracious and express your gratitude to the event planner. Building a solid relationship with them can benefit you at future events and even lead to exclusive invites.

6. Be Approachable

Focus on Body Language

  • Why It’s Important: Nonverbal cues often speak louder than words. Positive body language can make you more inviting and encourage others to engage with you.
  • How to Do It:
    1. Maintain eye contact.
    2. Keep your arms uncrossed.
    3. Stand in an open stance facing the crowd.
  • Pro Tip: Smile genuinely; people can sense a fake smile and might find it off-putting.

Dress the Part

  • Why It’s Important: How you dress sets the tone for how others perceive you before a single word is spoken.
  • How to Do It:
    1. Dress professionally, but don’t be afraid to show a bit of personality.
    2. Opt for comfort as well as style, as you’ll be on your feet for a while.
  • Pro Tip: Consider wearing something memorable but appropriate, like a unique accessory, to serve as an ice-breaker or talking point.

7. Ask Questions

Be the First to Ask

  • Why It’s Important: Asking questions not only shows interest in others but also provides valuable insights into how you can potentially work together.
  • How to Do It:
    1. Listen actively.
    2. Follow up with relevant questions based on the conversation.
  • Pro Tip: People love talking about themselves. Get them to open up, and they’re more likely to view the interaction positively.

Establish Trust and Value First

  • Why It’s Important: Trust is the foundation of any strong professional relationship, and it’s usually not established during the first meeting.
  • How to Do It:
    1. Share valuable information or insights that they might find beneficial.
    2. Be honest and transparent in your conversations.
  • Pro Tip: Make it a point to follow up on any commitments or promises made during the conversation. This helps in establishing trust and integrity.


By engaging the event planner, being approachable, and asking insightful questions, you create a setting where meaningful interactions are more likely to happen. These are the finer details that can significantly enhance your networking experience.

8. Be Inclusive

The 75/25 Rule

  • Why It’s Important: Networking isn’t just about strengthening existing relationships; it’s also about building new ones. The 75/25 rule encourages you to spend 75% of your time meeting new people and 25% catching up with those you already know.
  • How to Do It:
    1. Divide your time wisely.
    2. Make a conscious effort to step out of your comfort zone and engage with new faces.
  • Pro Tip: Encourage the people you know to introduce you to people they know at the event. This way, you make the most of the 25% time you’re spending with familiar faces.


Be a Super Connector

  • Why It’s Important: Being a super connector is not only beneficial for others but also establishes you as a person of influence and value within your network.
  • How to Do It: 
    1. Listen for Opportunities: While interacting, listen for any needs or challenges the person might be facing that someone else you know could solve.
    2. Make Introductions: If you know someone who can solve a problem or fill a need for a person you’re talking to, make the introduction.
  • Pro Tip: Always ask for permission before making an introduction to ensure both parties are open to it. This respects their time and keeps you from making an awkward connection.


10. Hand Out Business Cards

Master Your Elevator Speech

  • Why It’s Important: Having a well-prepared elevator speech allows you to effectively communicate what you do and what value you can bring, all in a concise manner.
  • How to Do It:
    1. Focus on what problems you can solve for others, not just your job title.
    2. Keep it short but impactful, aiming for 30-60 seconds.
  • Pro Tip: Practice your elevator speech with a friend or colleague and gather feedback. The more you practice, the more natural it will come across.

Distribute Business Cards

  • Why It’s Important: Business cards are not obsolete; they serve as a physical reminder of your meeting, which can be crucial in a setting where many interactions are brief.
  • How to Do It:
    1. Keep your business cards easily accessible.
    2. Hand them out judiciously; quality interactions are more valuable than a large number of shallow ones.
  • Pro Tip: Consider a digital business card or QR code as an environmentally friendly and COVID-safe alternative.

11. Have Fun – Positive Mindset

  • Why It’s Important: A positive mindset is contagious and makes you more attractive to others. Plus, when you’re enjoying yourself, the task of networking becomes less of a “task” and more of a rewarding experience.
  • How to Do It:
    1. Be Present: Focus on enjoying the current conversation rather than worrying about the next one.
    2. Be Open: Have an open mind to learn from every interaction, regardless of how fruitful it seems at first glance.
  • Pro Tip: If you find networking daunting, set small, achievable goals for each event to make the process feel more rewarding and less overwhelming.


By being inclusive, acting as a super connector, distributing your business cards effectively, and maintaining a positive mindset, you’re not just networking—you’re building meaningful, lasting relationships. Each of these steps is integral to making your networking efforts more fulfilling and successful.


Follow Up

1. Use CRM to Document Conversations and Learnings

  • Why It’s Important: A Customer Relationship Management (CRM) system helps you keep track of your interactions and ensures you don’t forget important details about the people you meet. This is crucial for long-term relationship building.
  • How to Do It:
    1. Log Details Immediately: As soon as possible after the event, input the information you gathered into your CRM.
    2. Personal Notes: Focus on personal items discussed (like family, hobbies, occupation, and goals) to bring up in future conversations.
  • Pro Tip: Use a mobile CRM app to input details on-the-go, or carry a small notebook to jot down notes immediately after each interaction.

2. Email Follow-Up

  • Why It’s Important: A timely and thoughtful email can set the stage for future interactions and demonstrates your professionalism and genuine interest.
  • How to Do It:
    1. Automate Where Possible: Set up an automated email sequence in advance, personalized to promote your brand through service.
    2. Personalize the Message: Whenever possible, add a personal note or mention something specific from your conversation.
  • Pro Tip: Aim to send the follow-up email within 24-48 hours while the event and your interaction are still fresh in everyone’s minds.

3. Connect on Social Media

  • Why It’s Important: Connecting on social media platforms like LinkedIn not only helps you stay up-to-date with their professional activities but also provides additional channels for interaction.
  • How to Do It: 
    1. Send a Connection Request: Along with the request, include a brief note reminding them of your recent interaction.
    2. Engage: Once connected, engage with their content to keep yourself on their radar.
  • Pro Tip: Use LinkedIn’s ‘Recommendations’ feature to vouch for your new connection’s skills and hopefully receive one in return, solidifying your relationship further.


Follow-up actions are what turn a fleeting meeting into a fruitful relationship. By documenting your conversations, sending personalized follow-up emails, and engaging on social media, you’re not just capturing leads but building a network that can provide long-term value for your career or business.


Small Talk Questions

The questions you ask should be open-ended enough to invite meaningful dialogue, yet light enough to keep the conversation pleasant and engaging. Here are some refined small talk questions that can serve this purpose:

  • What brings you to this event?
      • This question helps you understand the other person’s objectives and opens the door for a deeper conversation about their interests.
  • What’s the most interesting project you’re working on right now?
      • Asking about their current projects can provide valuable insights into their line of work, interests, and potential needs.
  • How did you get started in your industry?
      • This question allows the other person to share their professional journey and can lead to a rich, informative dialogue.
  • What’s one challenge you’ve recently overcome at work?
      • Discussing challenges can provide opportunities for you to offer solutions or share your own experiences.
  • What’s one business book or podcast that you’d recommend?
      • This question not only engages the other person but also provides you with potentially valuable resources.
  • What industry trends are you most excited about?
      • This encourages a future-focused conversation and can help you identify how to align your offerings or skills with emerging trends.
  • How do you typically find events or resources to help you grow professionally?
      • Understanding how they find networking events can offer you insights into their professional development habits.
  • Is there a particular skill you’re currently working on or want to develop?
      • This question can help identify mutual areas of interest or skills you could offer to help with.
  • How do you manage work-life balance?
      • This question provides a breather from purely professional topics and can yield insights into the person’s values and lifestyle.
  • If you could have coffee with any business leader, living or dead, who would it be?
      • This question not only makes for an interesting conversation but also provides you with valuable information about who they admire and why.
  • What’s the best advice you’ve ever received?
      • This allows the other person to share wisdom they value, giving you a glimpse into their priorities and mindset.
  • How has your role evolved over the past year?
      • Understanding how their role has changed can offer insights into their career trajectory and the challenges and opportunities they’re facing.
  • Is this your first time attending this event or are you a regular?
    • Knowing whether they’re a first-timer or a regular attendee can guide the conversation in different directions, from sharing event tips to discussing changes in the industry landscape.

By asking questions that are a bit more tailored and open-ended, you’ll be better positioned to engage in meaningful conversations that can lead to lasting connections.



Networking doesn’t have to be daunting. With the right approach and mindset, you can turn any networking event into an opportunity for success. Take these strategies, adapt them to your needs, and watch your network—and your career—flourish.

Happy Networking!