Reasons for Attending Functions that Don’t Directly Point to New Business










Hindsight is a beautiful thing. Unfortunately, you have to live through the moment to gain it, which doesn’t always make it very applicable.  When it comes to attending social functions, many of us can be wary of attending, especially if they are optional and don’t seem to hold much relevance in our lives.  We don’t have the hindsight that says, “That was a great night; I would have never met Mary if I hadn’t gone.  It was so much better than watching old reruns on television.”  Of course, this isn’t always the case, but that’s the crux of the matter.  We simply can’t predict what relationships will form when or where.

Not Getting Down to Business

As a Show Manager your life is about making things happen, and sometimes it can be hard to slow down long enough to adjust your methodology and change your intent when it comes to doing business.  This doesn’t mean you shouldn’t continue to be involved or get your name out.  What it does mean is that there needs to be a shift in expectations.  It shouldn’t always be about making the sale.  Here are some great reasons to take the pressure off of yourself and attend functions that don’t directly point you to new business:

  • Plain and simple, people are worth investing your time in.  They can provide you with a different perspective and angle on life and business.  If you make it about building relationships with people, you always have something to gain.
  • You can build relationships from other relationships.  While the right customer may not be sitting right next to you, she might introduce you to someone who becomes a client, and you didn’t even have to do a sales pitch.
  • Sometimes you can get advice on leads that can generate new business.  
  • When sales are the product of a sincere relationship, clients have a reassurance that you are in it for the long haul, rather than just a quick sale.  
  • It takes an average of 8+ interactions before a prospective customer says yes.  Most give up after one or two attempts.
  • It beats the awkwardness of cold-calling any day.  

It’s a Small World

There is a theory, called six degrees of separation, which proposes that everyone in the world is separated from everyone else by six links.  Whether fact or fiction, it’s likely that you’ve made unlikely connections in some very unexpected places.  It may seem like you must be separated by more than six links to most people, even strangers can find common ground.  While it might take a little more effort to seek relationships, it is more gratifying and can ultimately lead to more opportunities.  Time invested is time well spent.