Don't Let their Sales Get in the Way of your Networking

It's many years ago, and I’m at my very first National Speakers Association annual conference. I’m excited because I’ve heard how amazing this gathering is for meeting and connecting with influencers in our industry. Then I discover another group of people who are there...vendors eager to sell to speakers like me. And, wow, are they ever ready to talk about their offerings and how I’d be crazy not to invest in my future success.

Networking at industry events can be both exhilarating and overwhelming, especially when you’re surrounded by people who are more interested in selling to you than in building a genuine connection. It’s important to know how to handle these situations without getting sidetracked from your own goals. Here are some strategies to help you navigate an environment where everyone seems to be trying to sell to you:

• Be Polite but Firm: When approached by someone eager to pitch their product, it’s important to be courteous but clear about your intentions. You can politely listen to their initial pitch, but don’t hesitate to steer the conversation back to topics that align with your goals for the event. A simple, “Thanks for sharing; I’m actually here to focus on [your goal],” can help redirect the interaction.
• Control the Conversation: If you find yourself caught in a sales pitch, take control of the conversation by asking questions that shift the focus. For example, ask about the person’s experience in the industry, what trends they’re noticing, or who they recommend connecting with at the event. This shows that you’re interested in a broader discussion and not just their product.
• Have an Exit Strategy: It’s easy to get stuck in long conversations with persistent salespeople. To avoid this, have an exit strategy prepared. You might say something like, “It’s been great learning about your product, but I have another session to attend. Let’s connect later if possible.” This allows you to move on without being rude.
• Look for Potential Resources: Even if you’re not interested in what they’re selling, consider that the person might be a valuable resource for someone else in your network. Keep their information in mind and think about who in your circle could benefit from what they offer. Networking is about more than just your own needs—it’s about being a connector for others too.
• Focus on Mutual Benefit: When faced with a sales pitch, try to find common ground or ways you can help each other beyond just a transaction. For example, you might suggest potential collaborations or exchange industry insights. This can turn a one-sided pitch into a more balanced, mutually beneficial conversation.
• Stay Focused on Your Goals: Remember why you’re attending the event. It’s easy to get distracted by sales pitches, but keeping your goals top of mind will help you stay focused. Whether you’re there to learn, network, or explore new opportunities, don’t let anyone else’s agenda derail your own.
• Follow Up Selectively: After the event, be selective about which contacts you follow up with. If someone was primarily focused on selling, consider whether the relationship offers any long-term value before investing more time. Focus your follow-up efforts on connections that align with your professional goals.

Reflecting on that first conference experience, I realized that industry events are full of opportunities, but they can also be overwhelming if you’re not prepared to navigate the sales pitches. By staying focused on your own objectives and managing interactions thoughtfully, you can make the most of these events and build meaningful connections that benefit you in the long run.

Now it’s your turn: How do you politely handle persistent sales pitches at industry events?