Networking events are a goldmine for business owners to build connections, expand their professional network, and open doors to new opportunities. However, talking about your business in a way that feels genuine and engaging—rather than “salesy”—is a skill that can be difficult to master. The goal is to spark interest, build relationships, and leave a lasting impression without feeling like you’re giving a sales pitch.
Here’s how to talk about your business while remaining authentic and memorable at networking events.
1. Be Genuine and Authentic
People can tell when you’re being insincere. Instead of trying to impress with exaggerated numbers or flashy claims, focus on why you do what you do. Share the passion behind your business, the challenges you’ve overcome, and the impact you’re striving to make. It’s the sincerity that will make you stand out and make people want to connect with you, rather than the hard sell.
2. Listen More Than You Speak
Networking is all about building relationships, and relationships are founded on mutual understanding. A great way to build rapport is to listen more than you talk. Ask open-ended questions, like “What’s been your biggest challenge this year?” or “What are you excited about right now in your business?” People love to talk about themselves, and by showing genuine interest, you’re creating a strong foundation for a lasting connection. Not to mention, you’ll learn valuable insights about potential business opportunities.
3. Wait for the Right Moment
Timing is everything. Don’t feel the need to jump straight into what you do when you meet someone. Let the conversation flow naturally, and if they ask what you do, keep your answer short and intriguing. Instead of a long-winded explanation, offer a concise summary of your work and then steer the conversation to a topic both of you find interesting. You’ll appear more approachable and less “salesy” by showing interest in them as well.
4. Offer Value, Not a Pitch
When the conversation does turn to business, avoid making a hard pitch. Instead, focus on how your business might offer value to the person you’re speaking with. Share insights or advice that could benefit them. Maybe you’ve learned something recently about the industry that they’d find useful, or perhaps you can connect them with someone who might help. Positioning yourself as a knowledgeable and generous resource rather than just a seller will make you more memorable and create stronger, more authentic relationships.
5. Use Creative and Memorable Marketing Materials
Your marketing materials should be more than just a business card. Stand out by making them creative, memorable, and aligned with your brand. A unique design, a personalized handwritten note, or even a clever giveaway that ties into your business can make a lasting impression. People tend to keep items that stand out, and those materials can serve as reminders of who you are and what you offer, long after the event ends.
6. Dress the Part and Be Memorable
How you present yourself says a lot about your brand. While following the event’s dress code is important, add a personal touch to your appearance to make yourself memorable. Whether it’s a quirky accessory or a subtle piece of branding, like a custom item that reflects your business, you can start a conversation without saying a word. Think of it as a conversation starter: a unique scarf, a bespoke piece of jewelry, or even custom shoes can get people asking questions and provide an opening to talk about your business in an organic way.
7. Be “On” at All Times
At networking events, people are watching. One moment of rudeness, impatience, or negativity can undo all the positive impressions you’ve made. Remember that the way you act off the clock matters just as much as on the clock. If you’re rude to someone on the way out of the event, you might be surprised to find that the person you just insulted was someone you had a meaningful conversation with earlier. Be gracious, approachable, and friendly throughout the entire event—your behavior will reflect your professionalism and leave a lasting, positive impression.
8. Avoid Being Pushy
There’s nothing worse than someone who is too eager to sell their product or service. Avoid aggressively handing out business cards or pushing for immediate action. Instead, let the conversation unfold and focus on building the relationship. If the other person expresses interest in your business, that’s the moment to share more details, but never pressure someone into taking action. Giving them the space to reach out when they’re ready makes you appear more trustworthy and approachable.
9. Use a Subtle Conversation Starter
If you want to showcase your business without saying a word, consider a conversation starter that blends with your personal style. For example, custom-embroidered loafers or accessories featuring your business logo can attract attention and open the door to a natural conversation. You’ll have the opportunity to explain the story behind your business without feeling like you’re pushing a sales agenda.
Conclusion:
Talking about your business at networking events doesn’t have to be uncomfortable or forced. By being genuine, offering value, listening attentively, and being memorable through your actions and appearance, you can successfully build relationships without turning people off. Focus on the connection, not the sale, and watch how your network grows naturally over time.
Next time you’re at a networking event, remember: authenticity wins. Be yourself, listen actively, and let your passion shine through. You’ll make lasting connections that benefit both you and your business in the long run.
