How to Prospect at Networking Events & Cocktail Mixers

By Jeff Beals 

Don’t underestimate the power of prospecting at networking events and cocktail mixers. 

While preparing to go to such a networking event, have you ever worried, “What if I don’t know anyone?” It’s a common concern, but knowing nobody at a networking event is actually a blessing if you have the right attitude.

Not knowing anyone forces you to use your networking skills. Too many salespeople will go to a function and sit in the corner with their friends, co-workers, spouse, whoever. That’s a waste of time. If you’re going to do that, just go to a restaurant.

If you find networking uncomfortable, you’re not alone. Many sales professionals are good at converting prospects into clients but not so good at getting prospects in the first place. It is natural to feel tinges of uneasiness when you attend a networking function by yourself where you know nobody.

Here are eight things you can do to make you feel more comfortable:

1. Practice

There is absolutely nothing wrong with rehearsing how you will act in a networking encounter in the quiet privacy of your home or office. Some salespeople even practice in front of a mirror. 

2. Observe the Masters

Think of someone you know who is socially gifted, very at ease working a room. Watch that person. Study that person. Think how you can imitate him/her. Each time you prospect at a networking event, do something he/she does. Instead of reinventing the networking wheel, figure out how you can mimic someone who has already figured it out.

3. Hold a Drink

Holding a drink at a social function can help you be more comfortable.

If you’re a non-drinker, there is nothing wrong with holding a soda or virgin cocktail. The drink is useful, because it gives you something to do with your hands.

Just be careful not to become intoxicated. You don’t want to do anything that would embarrass your company or damage the reputation you are working so hard to build. Some networkers will order one drink and nurse it for a couple hours, just taking infrequent sips. I know of one senior sales VP who orders a 7-Up with just a tiny amount of alcohol in it. That way, it smells like a drink, but there’s not enough live ammo in it to compromise his faculties.

4. Positive Vision

Another way of dealing with shyness is to envision success before going to an event. Like a coach mentally preparing athletes for a big game, you can increase your likelihood for success by imagining yourself doing well in a social situation. Sit down and envision yourself saying the right things, using good interpersonal skills and being professionally assertive. If you do this regularly, you will evolve into a graceful networker.

5. Brush It Off

Operating out of your comfort zone can increase introversion tendencies. Some networkers worry they will say the wrong thing and sound stupid. Others are afraid to “interrupt” someone at a party. Others fear they might be “rejected” when they reach out to another person. Even as an established sales professional, it is an unpleasant experience to introduce yourself and attempt to carry on a conversation with someone who is clearly uninterested in you. When it happens to you, just brush it off and go to the next person. 

6. Pair Busting

Periodically, you will find yourself at a networking event, standing by yourself with nobody to talk to. You look around the room and everyone is already engaged in conversation with someone else. There are no other “single” people. It can feel unnerving. When this happens, it’s time to be a pair buster.

Simply look around for a pair of people and walk toward them. Don’t worry if you feel like you’re interrupting. Just go up to the pair and introduce yourself. Be assertive. Sometimes it helps to say, “Mind if I join you?” in a joking sort of way. Ninety-five percent of the pairs you bust open, will welcome you. The other five percent are not worthy of your attention.

7. Welcome Other Busters

When you are already talking to someone else and a third person tries to bust into your pair, be sure to make that person feel welcome. Treat the conversational newcomer the same way you would like to be treated. Don’t act as if you’re inconvenienced. Just introduce yourselves and allow the person to feel part of the group.

The tone of your voice and your body language will help make such a person feel more welcome. Slightly turn your body toward the new person. If the person comes in mid-conversation, explain what you have been talking about in an effort to bring the new person up to speed.

8. Connecting

Networking gives you the opportunity to be a “connecter,” a person who introduces two people to each other. Go out of your way to connect others to each other. If you connect two people who end up doing business together, you have earned social capital. The two people who profited from that relationship will always appreciate you and owe you a debt of gratitude.

Being a connector also helps mitigate shyness. Instead of focusing on the stress of networking, make it your mission to find people you already know but who don’t know each other. You could make a game out of it.

It’s worth practicing and perfecting the art of networking, because in many industries, it remains one of the most effective and low-cost ways of finding new prospects. 

Jeff Beals shows you how to find better prospects, close more deals and capture greater market share. Jeff is an international award-winning author, sought-after keynote speaker, and accomplished sales consultant. A frequent media guest, Jeff has been featured in Investor’s Business Daily, USA Today, Men’s Health, Chicago Tribune and The New York Times.

Here’s Why Should You Choose Jeff Beals as Your Next Speaker:

“I’m in Phoenix and had breakfast this morning with our semi-retired sales representative who is doing some continued work for us. He attended your sales training last week and told me that in 43 years of selling, you were the best he had ever heard. Thanks for a great experience.” - Drew Vogel, President & CEO, Diamond Vogel Paints, Orange City, IA

"The Kansas City Chapter of Meeting Professionals International had the pleasure of hearing Jeff Beals present the keynote address at our Professional Education Conference. Jeff hit it out of the park by sharing a combination of real market strategies and anecdotal life experiences. He rallied the crowd with his dynamic speaking style and the effortless way he tailored the subject to his audience. We couldn’t have asked for a better way to kick-off our conference! Jeff also presented an additional education session which was equally well received and valuable to both meeting planners and suppliers alike." - Shari B Hockenbery, CMP, Program Specialist, Francis Family Foundation, Kansas City, MO

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“Our corporate partnership team had great takeaways regarding how to network smarter while also understanding the importance of our personal brand to current and prospective partners. Jeff does a great job weaving in real-world examples and how you can apply his teachings to growing your business and building long-term partnerships.”– Jason Booker, Senior Director of Corporate Sponsorships, The Kansas City Royals Major League Baseball Team

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