How to Meet Potential Clients Without Hard Selling

Why it matters

At a networking event, almost everyone is a possible client, a possible partner or someone who knows one. That is exactly why treating everyone as a lead backfires. People can tell when they are being targeted, and they close up.

The most reliable way to meet future clients is to be genuinely useful and to listen. People buy from, and refer to, those they trust. Trust is built in small, honest exchanges, not in a pitch.

Put it into practice

Ask about goals before discussing solutions. If a genuine fit appears, request permission to share a short example after the event; otherwise, enjoy a useful human exchange.

1. 1Start by asking about the other person's goals before you mention what you do.
2. 2Listen for a problem they have said out loud. Repeat it back in your own words to check you understood.
3. 3If there is a real fit, say so briefly and ask permission to share an example after the event.
4. 4If there is no fit, enjoy the conversation anyway. Someone in their circle may be a fit later.
5. 5Follow up with something relevant to what they said, such as a short case example, a link or an introduction.
6. 6Keep a note of what each person cares about so later messages stay relevant.

What to say

Would it be helpful if I shared how another team approached that challenge?

• “What does a good quarter look like for your team?”
• “Would it be helpful if I shared how another team approached that challenge?”
• “I don't want to take over your evening. If useful, I can send you a short example tomorrow.”

Common mistakes to avoid

• Handing out a business card or brochure before the other person has said anything about themselves.
• Describing your service before you understand their need. A pitch that does not match the problem sounds like noise.
• Making promises about results in conversation. Be accurate about what you can and cannot do.

Keep reading

• Networking Follow-Up: What to Say in the First 48 Hours
• Networking Across Genders: Stay Warm, Stay Professional
• Family Support and Your Business Life: Why It Matters
• The follow-up: turning one event into a relationship
• Business networking events in Vancouver: the guide
• Upcoming Get2Gether networking nights in Vancouver