How Sales Professionals Can Make the Most Out of B2B Networking Events

As a B2B sales professional, your network is one of your most significant assets. Not only is networking essential in building professional relationships, but it’s also a gateway to long-term partnership opportunities. With a variety of B2B networking events today, it’s important to know what to do for successful networking in different settings.

Here’s how to make every second count at in-person and virtual B2B networking events.

IN-PERSON EVENTS

From small casual networking events to large summits, in-person B2B events bring hundreds of C-levels from different industries under one roof. These events provide opportunities to network with your target audience in one place. Keep the following tips in mind to make a great and lasting first impression:

DO YOUR RESEARCH

• If possible, request a list of attendees before the event, especially if you are a partner or sponsor of the event.
• Do some research on the attendees and shortlist 5 to 10 decision-makers you would like to meet.
• Connect with them on LinkedIn and introduce yourself prior to the event.
• Having an online connection gives you a reason to approach them at the event and is a good way to break the ice.
• Try your best to scout people in the crowd and be the first to start a conversation.
• Find a common interest by joining events that revolve around a specific event or experience such as golf or fine dining.
• It’s easier to start a conversation with someone when both of you have something in common that is not work-related. People are more relaxed and are more likely to remember you as a natural connection has been established.

GET FAMILIAR WITH THE EVENT AGENDA

Check out the full event schedule and:

• Take note of interesting panel discussions, presentations, and keynote speeches you want to attend – especially if they relate to the product you’re offering.
• After a session, try to start casual chats with decision-maker attendees about a specific topic or speaker. Ask them about their opinion on the topic and whether it’s a challenge for their organization. Learn what kind of solutions they are using or looking to invest in to solve those challenges.
• If the conversation goes well, offer to keep in touch and add them on LinkedIn.Send them a message thanking them for their time and that it was good to meet them.

PRACTICE ACTIVE LISTENING

• Do the opposite of selling – listen and try to understand the pain points of the decision-maker.
• Be fully present and be genuinely curious about what they have to say.
• With that information, relate it back to how your product or service can help them.
• Settle on a few key points on how your product or service benefits your customers. Know them by heart so you’re always prepared when you need them.

VIRTUAL EVENTS

Although they are not networking events at first glance, virtual events gather like-minded decision-makers in one place and offer significant networking opportunities. The most popular types of virtual events are webinars or insight-sharing sessions. Here are a few tips for effective virtual networking:

JOIN RELEVANT WEBINARS

• For example, if your company develops cloud software, try to join cloud-related virtual insights-sharing sessions.
• Register for the webinar and add it to your calendar immediately so you don’t forget it.
• Attending webinars related to what your company does gives you a broad picture of the interest areas and challenges of your target audience without having to ask them directly.

UTILIZE THE CHAT BOX

• Be an active participant and use the chatbox to ask questions and engage with other participants.
• Check if the list of participants is available in the chat box or online platform – they may contain valuable information such as names and contact details.
• Strike up a conversation during and after the session has ended. You can bond over the session topic and tie it back to your company.

SEND A FOLLOW-UP MESSAGE OR EMAIL

• Take the opportunity to move the conversation elsewhere after connecting with participants through the chat function.
• Send them a follow-up email or message on LinkedIn and book an online call if you feel there is potential for business.