How to Generate Leads at Networking Events Without Being Pushy

By Dr. Mary Kelly, Economist, Leadership Strategist, and Time-Management Realist

Networking events are powerful opportunities to build relationships, expand your influence, and grow your business. However, too many people approach these events with a hard-sell mindset, which can feel awkward and turn potential connections away.

The key to success is to promote what you offer naturally, authentically, and strategically—without making others feel like you are just there to sell.

Here is how to position yourself and your business so that others are intrigued and interested rather than annoyed.

1. Start with the Right Mindset: Relationships First

The primary purpose of a networking event is not to sell; it is to connect. People want to feel seen and heard, not “pitched.”

Shift your focus from “How can I sell to this person?” to “How can I build a mutually beneficial relationship?”

Ask yourself:

• How can I learn about their needs, challenges, and goals?
• Who can I introduce them to that might help them?
• How can I provide value, even if they never buy from me?

When you prioritize helping others, they will naturally be more curious about what you do and want to help you in return.

Pro Tip: Your reputation is your strongest marketing tool. Be the person others want to know, not the one they avoid.

2. Your Perfect Introduction

Your first impression matters. Most networking events start with introductions, so you need a clear, concise, and compelling way to explain what you do without sounding rehearsed or robotic.

Instead of leading with a job title or product pitch, share the problem you solve.

For example:

• Weak introduction: “Hi, I’m Sarah, and I sell insurance.”
• Strong introduction: “Hi, I am Sarah. I help families protect what matters most so they can sleep better at night.”

The second version is conversational and sparks curiosity. People will naturally ask, “How do you do that?” inviting you to explain more.

Pro Tip: Keep it under 20 seconds and practice until it feels natural.

3. Ask More Questions Than You Answer

One of the easiest ways to stand out is by being genuinely interested in other people. Ask thoughtful, open-ended questions that show you care about their story.

Examples include:

• “What inspired you to get into your line of work?”
• “What’s the biggest challenge you’re facing right now?”
• “What are you most excited about in your business this year?”

When people open up about their needs, it creates a natural opportunity for you to mention how you can help without it feeling forced.

4. Share Stories, Not Sales Pitches

Nobody likes being “sold to.” Instead of rattling off a list of services, share success stories. Humans connect through stories, and they make your business more relatable and memorable.

For instance:

“One of my clients was struggling to keep up with the demands of their growing business. After working together for three months, they streamlined their processes and doubled their revenue without adding more staff.

Stories allow others to imagine how you could help them, while keeping the tone conversational rather than sales driven.

5. Look for Ways to Add Value on the Spot

Sometimes, the best promotion is not about what you sell at all, it is about how you make someone’s life easier right now.

You can:

• Share a resource, tool, or book recommendation.
• Make an introduction to someone who can help them.
• Offer a quick tip or piece of advice related to their challenge.

When you help someone without expecting anything in return, you position yourself as a trusted resource.

6. Follow Up Thoughtfully

The real magic happens after the event. Most people fail to follow up—or they do it poorly with generic messages like, “It was nice to meet you.”

Instead, send a personalized follow-up that references something specific you discussed. For example:

“Hi Alex, I enjoyed our conversation about leadership challenges in small businesses. I thought you might find this article on team communication helpful. Looking forward to staying in touch!”

This type of follow-up builds trust and keeps the relationship warm, without being pushy.

7. Play the Long Game

Networking is not about instant results. Think of it like planting seeds. Some connections will blossom immediately, while others may take months—or even years—before they turn into opportunities.

Consistency is key.

Keep showing up, keep adding value, and keep nurturing your relationships. Over time, you will build a network of people who know, like, and trust you—and that’s when referrals and business growth take off.

At its core, networking is about people, not products. When you show up with the intention to connect, serve, and support others, promoting your business becomes a natural extension of the conversation.