How can you balance relationship building with business objectives during live events?

The statement, "balancing relationship building with business objectives" makes it sound like these activities should be independent of each other. The reality of it is these activities should be linked together. Plan ahead and identify a top 5 list of people you want to spend time with at the event. Then, send a note (on Linkedin) ahead of time with a request to get together at the event. The people you prioritize to spend time with should be connected to the business goals you want to accomplish. Connect relationship building and business objectives to maximize your impact.

Arrive early, besides the people you "want" to meet be open to organic relationships. Ask who invited them to the event or how they are affiliated? Stay away from your name and title... support the community versus a pitch. Meet the speaker, panelists, award winners, hosts PRIOR to the start of the event. I quick hello is all that is required. If possible, to choose a sit, sit where you can make eye contact with the speakers (usually 2-3 rows back depending on the room) send positive energy through your body language, facial expressions, taking notes. Standing in line after is not optimal. Support at the beginning and during the event with great follow up shows respect, attention, and community.

Don't forget the most important thing - be human. The worst thing for me at a live event is when someone has engaged with you but then sees someone else who they think is more "valuable" to talk to and drops you like a hot potato. Or, as you speak, you see they are not present. Appreciate each person you meet - including the coat check or valet. (and tip them!) In person, just like virtually, you are building a legacy of who you are.

Value-Oriented Interactions: Offer value to your contacts—whether it's through insights, advice, or solutions to their challenges. This helps in establishing trust and credibility, which are fundamental in building relationships. Strategic Event Attendance: Select events that attract your target audience or those that host industry leaders relevant to your business goals. Be present at sessions, workshops, or panels where key stakeholders are likely to participate.

After hearing thousands of pitches over time, the most helpful thing to say is always brief, interesting, and encourages someone to want to hear more. So rather than going on and on, pique their curiosity and focus on sharing the true value of what your service or product does. Don't oversell, and don't tell someone they NEED to have it, because they don't. Make them want it. Practice how you introduce yourself - record it and watch / listen back.

When I moved from what was "overly-friendly" Seattle at that time to Boston I was stunned because I'd never lived where people tell you what they really think. I came to love that about New England - if you can offer someone guidance, feedback, or input in a kind manner that helps them improve - that is the best way to engage. Don't lie, don't gut punch - and ask them what sort of feedback they would like before you spill your guts on all the things they could do or say better.