A Buyer and a Seller Walk into a Bar

Imagine this…...

You walk into a bar, ready to relax, when someone taps you on the shoulder and says, “Hey, want to buy a...?” No introduction, no context, no rapport.

Odds are, you’ll turn back to your drink and wonder why they thought this was a good approach. Now, compare that to sales at an in-person event.

In business life sales and marketing teams work tirelessly for months trying to engage buyers digitally with the goal being to get in-person interaction. Yet once they’re in a room full of potential customers, they can treat buyers as if they have a target on their back, focused solely on the next quarter’s numbers.  Forget building trust or meaningful relationships—it’s all about the quick win.

Why would anyone buy into that?

Shift the Focus

Think long-term and the relationship. Establishing common ground and personal rapport is far more valuable to you at this stage than any potential sale.  I realise this doesn't have the same appeal as instant gratification, but buyers will respect you more in the long run and be more likely to want to deal with you in the future.

You'll already know IT & Security buyers are discerning. They already have trusted sources they turn to for insights on trends, new products, and solutions. To become one of those trusted voices, you need to play the long game—providing thoughtful, timely, and relevant information that adds value to their role.

That trust isn’t built overnight, or even at a single dinner. It’s about being present, helpful, and consistent before and after you meet them in person. A handshake or a shared laugh over dessert is only the beginning.

In-Person Events: Human Connection Matters

When a business invests in sending salespeople to events, it’s betting on the value of personal connections. Buyers show up because they’re genuinely interested in learning. Sellers are there to build trust and relationships—not just chase purchase orders. Done well, these moments of connection create partnerships that last far longer than any digital campaign ever could.

Yet so often, the follow-up fails. The senior IT & Security buyers in our communities tell us time and again that they don’t hear from the people they met. The buyer loses because they genuinely wanted to explore the subject further. The sponsor loses because their investment in the salesperson went nowhere. And the salesperson? They lose the most—a missed chance to foster a relationship that could unlock doors for years to come.

Beyond the Dinner Table: Follow-Up is Key

You’ve shared stories, built rapport, and made a great impression. Don’t let it end there. A lack of follow-up not only weakens the connection but also wastes the opportunity to turn a promising interaction into a lasting relationship.

Some tips on how to nail it going forward

Step 1:   Immediate Follow-Up

Reinforce Connections: Send a quick note thanking them for the conversation and 
referencing something specific you discussed.
Clarify Next Steps: Address any questions or align on what’s next.
Maintain Momentum: Keep the dialogue going before the spark fades.

Step 2: Keep it Going

Personalised Messaging: Tailor your communication. Nobody wants generic marketing emails after a personal meeting.
Invest in the Relationship: This isn’t about quick wins. Stay in touch because you’re genuinely interested, not because a deal feels imminent.
Offer Value: Suggest actionable next steps, whether it’s a follow-up call, a demo, or just sharing useful insights.

The Real Win:  Building Trust

Sales success isn’t about closing every deal; it’s about fostering trust and building partnerships that stand the test of time. Following up, staying consistent, and offering value show you’re reliable and invested in the relationship, not just the transaction.

So next time you’re at an event, think of it as walking into a pub. Would you rather be the person tapping shoulders asking for a quick sale, or the one who takes the time to chat, connect, and build something real?

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