Networking in Sales: Building Relationships That Bring Results
By TrainingCourseMaterial.com
Networking isn’t about collecting business cards or pitching to strangers. It’s about building real, reciprocal relationships. When done well, it creates a stream of referrals, insights, and opportunities. So how do you get it right?
Start with Purpose
- Know why you're attending an event—what kind of people do you want to meet?
- Understand your audience. Are they likely to need your products or services?
- Have an introduction ready—something short, friendly, and clear.
Before the Event
- Reach out to someone already attending. Can they introduce you to others?
- Prepare conversation starters—not sales pitches, just human interest points.
- Practice your handshake. It should be firm, brief, and friendly.
At the Event
- Walk in with confidence. Make eye contact and smile.
- Look for people standing alone or in uneven groups. They’re often open to a chat.
- Don’t hover at the edges. Mingle. Move. Connect.
- When you meet someone, focus fully. Don’t scan the room mid-conversation.
- Repeat their name a few times—it helps with recall and makes them feel seen.
Make It Easy for Them to Remember You
- Be generous. Share a lead or insight when you can—it builds goodwill.
- Have business cards ready but don’t force them on people.
- Write down where and when you met someone—it’ll help with follow-up.
After the Event
- Follow up within 48 hours—whether it’s a thank-you, an article, or a coffee invite.
- Keep your promises. If you said you’d connect, share something, or follow up—do it.
- Send a quick thank-you to the event organizer. It’s polite, and it stands out.
Smart Conversation Starters
- How did you get started in your field?
- What’s your favorite part of your job?
- What trends are you seeing in your industry?
- What do you find most challenging in your work right now?
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About the Author
TrainingCourseMaterial.com offers practical, ready-to-deliver training materials for soft skills and sales success. Our programs help trainers, managers, and consultants build strong, confident, and high-performing sales teams. Used by thousands of professionals across industries.
Frequently Asked Questions
How do I network if I'm introverted?
Start small. Aim for one or two meaningful conversations per event. Focus on listening rather than pitching. Ask open questions.
What’s the best event type for B2B networking?
Industry conferences, trade shows, and small group meetups tend to attract decision-makers and offer the most relevant connections.
Why does using someone’s name matter in networking?
People like hearing their own names—it makes them feel seen and remembered. It also helps you retain new contacts.
Reviewed and fact-checked by the TrainingCourseMaterial.com editorial team on . Originally published September 2021. Estimated reading time: 6 minutes.
