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How To Promote Your Business At A Conference Without Being Salesy

We’ve all met that extremely annoying salesperson that won’t take no for an answer at some point during our life. If you’re attending a business conference, you’re there to make new contacts and promote your business. 

But there’s a thin line between making new connections and getting so far in other people’s faces that you become annoying. In this article we’ll be looking at the right way to promote your business without being too pushy or salesy.

Keep reading for all you need to know about successfully promoting your business at a business event.

How To Promote Your Business Without Being Annoying

Like many things in life, it takes a considerable amount of work to effectively promote your business and only one minor mistake to turn people off your company. There will be some people that will never buy your product for reasons including the price or even the product itself.

But for everyone else, you can turn those into potential customers as long as you do the following;

Be Genuine & Authentic

People remember people much more than they remember products or services. If you go into a business event as your real, genuine self you will get to build really authentic relationships. You should show interest in what other people do and listen to what they have to say.

Then, when you contact them after the event they’ll remember that one person who actually listened to them speak. This is especially true if you refer to something they said at the event in your follow up email.

Do Your Research & Be Prepared

Before you even get to the conference, look online for a list of attendees and have a quick look at their social media so you can see what they’re all about. Maybe comment on their posts or interact with their socials in some way.

That will give you an opening to talk once you meet them in person. You should also have a brief elevator pitch ready stating who you are, where you work and what you are looking to do at this event.

Only use your elevator pitch if the person you’re speaking to is interested in what you do and don’t make it sound too much like a well rehearsed script.

Be Helpful & Offer Something Of Value

Successful networking isn’t only about what you can get from others, it’s about what you can give them. The person that you’re speaking to might not need the services that you can supply. But you might have the perfect contact who is ideally suited to what they need.

Give them that person’s contact details and tell them to say you recommended them. If they’re struggling with something that you have already solved, tell them how you overcame that particular issue.

This will help them to learn to trust you and see you as a useful contact, and who knows where that could lead?

Be Respectful Of Others

You should never interrupt people when they’re speaking and never try to force the conversation. Show respect for their time and watch for any obvious social cues that they’re really not interested.

If they appear to not want to talk to you, it’s time to move on. But do so in a respectful way, say something like “it was great to meet you, I’m off for a coffee”. This leaves the door open for a future conversation when the time is right.

Be Positive & Enthusiastic

Throughout the entire duration of the event you need to maintain a positive and friendly attitude. You should smile a lot, make eye contact when speaking to someone and show genuine enthusiasm for the subjects being talked about.

Remember your body language as well, no folded arms, no looking all around the room and no pointing your body or feet away from the person.

Concentrate On Making Long Lasting Business Relationships

If you want to really make a good impression at the event for your company, don’t focus on making a quick sale or getting an offer of work. Proper networking requires making contacts that can be beneficial to both you and the other person in the future.

Keep in touch with these new acquaintances and grow these relationships over time.

Always Follow Up

Once the conference is over send your new contacts a personalised message or email. Thank them for their time, and tell them that you’d like to keep in touch. You should aim to do this within 24 to 48 hours after the event ends.

Make Use Of Social Media

In this digital age, your online presence plays a big part in how people see you and your business. Before the event, make sure your LinkedIn is up to date with a decent profile photo and a clear summary of who you are and what you do. You never know who might look you up after chatting with you at the event.

During the conference, don’t be afraid to share a few moments on social media, maybe a photo from a talk you enjoyed or a quick post thanking the organisers. Use the event hashtag if there is one, and tag relevant people when appropriate. 

It’s a simple but effective way of showing you’re actively involved without being too in your face about it.

Once the event is over, a follow up message is a must, but social media can be a great way to keep the connection warm. Engage with your new contacts’ posts every now and then, leave thoughtful comments and share content that might be useful to them. 

That way, you stay in their mind without needing to constantly be in their inbox.

What To Do If You Find Someone That’s Genuinely Interested In Your Product

Let’s look at the best ways to secure a sale once you have found someone at the event who is really interested in your product or project.

Be Sincere

The first thing is to be genuine and sincere, potential customers will pick up straight away if you’re not sincere or passionate about your product or project. You should be genuinely excited to share your product or project with this person.

If not, they will not get excited about it either and you will have lost the potential sale, collaborator or partner. Plus you should never change your personality when you’re trying to get the sale or collaboration that you need.

You should be your same calm genuinely sincere self, never change your personality when you’re in full sales mode. 

Don’t Bad Mouth Opponents

Another big turn off for potential clients is being overly bitter about your competitors. Those negative feelings will affect your potential new contact and cause them to be wary of entering into business with you.

Be Clear

It isn’t always clear what you do or what you’re trying to sell. State clearly exactly what you do, what you provide and how they will benefit from using you or your product.

Identify The Other Person’s Problem & Offer A Solution

You should never be a pushy or overly salesy person. Not only does that show a certain amount of desperation, it also is very off putting. On the other hand, if you can identify that person’s problem and have a solution that could solve it easily, they’re more likely to get on board.

Be Helpful & Offer Helpful Contacts

If it turns out that you’re not the right fit for this new contact, offer them someone who is. Give them contact details of someone who might just have the solution they’re looking for.

You might not have what they want this time, but they’ll remember you as that one person that genuinely helped them find what they needed. This makes you a useful contact for future problems. Who knows, you might just be their solution to another larger problem in a few weeks or months.

Leave A Lasting Impression

Promoting your business at a conference doesn’t mean turning into a pushy salesperson. It’s about being genuine, prepared, helpful, and respectful. 

If you approach every conversation with curiosity rather than an agenda, you’ll naturally build meaningful connections that could lead to exciting opportunities down the line. Remember, people are far more likely to work with someone they like and trust, so be that person. Focus on building real relationships, stay positive, and let the rest follow.

SEE ALSO: What To Eat & Drink At A Business Conference (To Stay Energised & Focused)

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