7 Key Strategies to Attract Potential Clients when Attending Events
Lee la versión en español aquí.
Last March I took part in the Interactive stages of South by Southwest (SXSW), one of the United States’ most important technology events. These gatherings are very crowded, which means there are a wide range of opportunities available.The challenge lies in taking advantage of as many of those opportunities as possible within a limited time-frame.
Therefore, I urge you to apply some key strategies to find the best way to build meaningful and stable relationships with your potential clients:
Icebreakers
Take the lead and approach people with a simple question that is clear-cut yet capable of engaging them in conversation. Before approaching people, consider some questions on different topics, such as the event itself, what it is this particular person does for a living, where they come from, how they found out about the event, etc.
See also: A Pencil and a Lesson
You will probably have the chance to talk to a lot of people during such events, thus you must keep in mind a set of questions to aid you in the task of identifying your potential clients from those who are not.
Try asking different questions in order to screen the most suitable and strategic icebreakers. Not every event is the same and it is possible that you will not be able to always formulate the same questions.
A dual coverage for each event
At major-league events such as SXSW it is very difficult to cover every stand, attend every talk and activity and — at the same time — try to assist people that approach your own stand.
As I previously said, these events are of limited duration, and so to take all the opportunities they offer, it is necessary to attend in groups of two or more people. That way, there is always someone available to greet people at the stand while the other is able to go around from stand to stand or attend different activities to cover the whole event.
This will enable you to approach people in the hallways and during the activities while people who are familiar with you will find their way to your stand.
The best way to sell is by not selling
When salesmen engage in conversation, they know they are “stealing” very few — though very valuable — minutes from the people they approach. These people are aware of this fact, in exchange they expect to be surprised and amused, and to be spared the infamous sales pitch.
Often the mistake is not what is said, but the way it is said. Traditional sales methods do not work anymore. Be creative: spot that entry point that will grant you a connection with that other person and allow you to know their needs.
Only by these means will you be able to share ideas, discuss your projects and, in the best case scenario, arrive at a business proposal.
Curiosity
Be sincere and humble: dare to voice and clear-up any doubts that you may have with the experts you come across at each event. This is, in addition to the icebreaker’s strategy, another way to strike up conversation and meet outstanding people in an entrepreneurial environment.
At events such as SXSW, there are plenty of talks and experts whom you can turn. These are situations where solidarity and the desire to nurture and develop the entrepreneurial environment thrive.
Do not miss these opportunities!
Spot a potential client in the crowd
Inevitably, you will talk to a large percentage of people who will not be interested in the product or service that you offer. Since it is important to stay on good terms with everybody, you must be kind and proceed with the conversation despite the fact it diverts you from your objectives.
In order to waste as little time as possible, it is crucial to get to know a little something about the person you are speaking to, like who he or she is, and what his/her project is about.
If you do not manage to get this information, and you do not consider this person to be “of interest”, make the most out of the situation. Make use of every acquaintance in order to identify who your potential client might be.
See also: A Flock of Entrepreneurs
Should or shouldn’t I pull out my business card?
Card exchange shows the other person that you are interested in staying in touch. It is advisable to wait till the end of the conversation to do this, since we must firstly identify if there is something that might be of interest to both parties.
If you are too hasty with the card, it is possible for the other person to perceive desperation and eagerness, two characteristics that a salesman should never display. When the other person suspects your goal is to sell something to them, the conversation loses its charm.
“Follow-ups”
This is the moment you must start following up on each person you came across. Ask for business cards or contact information and take notes of the topics you discussed with each one of them, so that you have a head start for any conversations after the event.
The sooner you begin with the follow-up the greater the effectiveness of the message. And the friendlier manner of communication, the better the response will be. Do not wait too long before making contact again, otherwise people might have forgotten you or contacted a competitor.
If you work at the sales department, attend those events that are most advantageous to your business. Take advantage of all your opportunities to put these seven key strategies to work. This way, you will most definitely draw the attention of a potential client that you are interested in attracting to your business, so you can then build a strong, stable business relationship.
Posted by José Galindo (jose.galindo@wolox.com.ar)
