Networking events present one of the most valuable opportunities in sales — but also one of the most commonly mishandled. The biggest mistake people make when networking is opening with "What do you do?" It is unoriginal and not the best opening line. People can become defensive because they sense they are about to be judged on what they do for a living.
Having the word "sales" in a job title puts many people off, even when the salesperson makes a significant difference to their clients. A more effective opening at networking events is simply: "What brought you here today?" It is a different way to connect, and the second follow-up question — "Who can I introduce you to?" — shifts the focus immediately to how you can help others rather than what you want from them. Business is not about you or your product. It is about helping others.
Asking the Right Questions
A chance conversation at a networking event led to an introduction to a VP at Barclays. He mentioned that his team were struggling with sales. The following questions were used to understand the situation more deeply:
- What kind of problems are you having?
- Why do you have them?
- What deadline are you working to?
- What happens if you do nothing?
There is a balance to strike here. Asking too many questions can make a prospect feel interrogated. Asking too few means you do not stand out — and in most people's minds, salespeople are all the same. The right questions, asked thoughtfully, are what open doors.
Everybody Works in Sales
A common problem in many organisations is that team members do not see themselves as salespeople. Account managers, sales development representatives, business development managers, office managers, product managers, marketing managers — they all have to sell, in one way or another. Acknowledging this and addressing the mindset is often the first step towards improving sales performance.
Training materials alone will only take a team so far. Effective sales training is interactive — it gets people involved, raises energy, and creates genuine engagement. A presentation and handouts have their place, but without interaction the sales team will not develop the skills they need to perform at their best.
Addressing the Phone Problem
Many sales teams struggle with phone reluctance. If a team member will not pick up the phone, teaching them phone selling techniques is not the first step — addressing the mindset is. Acknowledging the fears people have around phone communication, and then demonstrating why the phone remains an important tool, is the correct order of operations.
Delivering a training session on why people dislike the phone — and then a follow-up session on why it matters and what results it produces — creates the context needed for the techniques to land effectively.
The Value of Persistence
Winning a significant client rarely happens quickly. It can take months of consistent outreach, being rejected by business managers and directors, and navigating organisations where many people have impressive titles but limited buying power. Some will say they will follow up and never do. Persistence, professionalism, and a willingness to keep going are what ultimately make the difference.
Luck plays a role too — being in the right place at the right time matters. But luck tends to favour those who are consistently showing up, asking good questions, and offering genuine solutions to real problems. When a prospect says "Brilliant, when can you come in?" after a moment of silence — that silence is not awkward. It is them thinking. It is important to have a pause when discussing something significant or price. Give the other person time to think and process everything that has been said.
How Professional Academy Supports Your Journey
Whether at networking events or over the phone, developing the skills of a confident and effective salesperson takes structured learning and practice. Professional Academy offers a range of accredited ISP sales qualifications, including the ISP Level 3 and ISP Level 5, which teach the theory and practical skills needed to succeed in sales.
Professional Academy also offers sales apprenticeships and bespoke in-company sales training for organisations looking to develop their teams. To find out more, get in touch with the team or book an advice call at a time to suit you.
