Introduction

Have you ever walked into a thrift store with a preset agenda, hoping to find one very specific item, only to leave empty-handed and frustrated? Now, imagine going in with no expectations, just the thrill of the hunt, and stumbling upon a rare treasure you didn’t even know you wanted. The same principle applies to business networking events.

Approaching these events with an open mind and flexible goals can yield surprising and valuable connections, while going in with a hyper-focused plan might leave you disappointed. Let’s dive into how business networking is strikingly like thrift shopping and how to maximize your “treasure hunt” at every event.

[And as a bonus, scroll down for my top five ‘wingtips’ on business event networking and how to unlock success in the room.]

What Is Business Networking?

Business networking is the art of building connections that can potentially lead to opportunities like new clients, collaborations, or mentorships. But just like in a thrift store, success isn’t guaranteed by effort alone. It’s about having the right mindset, knowing what to look for, and being open to unexpected opportunities.

The Thrift Store Metaphor

Networking events, like thrift stores, are packed with possibilities, but they’re also unpredictable. If you approach either with a rigid checklist, you may end up overlooking the best opportunities. Instead, enter the room—or the store—ready to explore, interact, and discover treasures.

Setting the Stage

The Networking Event Experience

Picture yourself walking into a room filled with professionals. The energy is palpable, the conversations are buzzing, and everyone is there to connect. But if you’re focused solely on finding one specific type of lead—say, a new client in the tech industry—you might miss out on an inspiring conversation with someone who could introduce you to your next big opportunity.

A Day at the Thrift Store

Now imagine stepping into a thrift store. The racks are overflowing, the possibilities endless. If you’re hunting for that one vintage designer handbag, frustration might set in quickly. But without an agenda, you might spot a stunning lamp for your home or a collectible book you didn’t know you needed.

The Pitfalls of a Narrow Agenda

Overplanning can backfire. Having goals is great, but over-planning can lead to tunnel vision. At a networking event, sticking too closely to a pre-set list of “ideal connections” can prevent you from recognizing other valuable relationships.

Going in, searching for a specific item or individual can be a double-edged sword. Hunting for a single specific item—or connection—requires a lot of effort and doesn’t guarantee results. A better strategy? Broaden your horizons. You never know which unexpected encounter might lead to your next breakthrough.

The Joy of Discovery

The magic of thrift shopping—and networking—lies in discovery, in the exploration without expectations. When you enter a networking event without rigid expectations, you free yourself to have meaningful conversations with a diverse range of people. These unplanned interactions often lead to the most exciting opportunities.

If you’ve been to a few smaller networking events, you’ve likely seen that individual handing out business cards to anyone who has a pulse (hopefully that was never you 😉 ) Networking isn’t about collecting business cards like trophies. It’s about creating authentic connections. Just as finding a unique item in a thrift store brings joy, meeting someone who shares your vision or passion can be equally rewarding. These connections are often the ones that stand the test of time.

Sniper vs. Shotgun Approach

The “shotgun” approach—spraying your business cards at everyone in sight—is like grabbing armloads of random thrift store items. It’s wasteful and ineffective. Instead, think like a sniper. Focus on forming a few meaningful connections that align with your goals.

You should exercise a targeted networking approach instead of mass interactions that sadly will be non-memorable (or worse, memorable for all the wrong reasons).  A palatable recommendation is you target having three meaningful conversations at an event. This is a manageable number and can remove the anxiety that there are 50, 100, 1000 people in the room. that align with your goals.

Just as a thrift store visit isn’t about leaving with bags of random items, a networking event isn’t about handing out cards to as many people as possible. It’s about selectively identifying and fostering relationships that matter.

Maximizing the Event Experience

Go with a positive attitude (even if you’re faking it). Your mindset can set the tone for your entire experience. Enter a networking event—or a thrift store—with curiosity and positivity, and you’ll likely walk away with more than you expected. People are drawn to enthusiasm and genuine energy, so let yours shine.

Practice active listening. Great networkers aren’t just talkers; they’re listeners. Pay attention to what others are saying and ask thoughtful questions. Don’t just wait for your turn to talk in a battle of one-upmanship. You have two ears and one mouth. Use them accordingly. When you listen actively, you build trust and make a memorable impression.

It’s tempting to leave a networking event with a pocket full of business cards. But remember, networking is about relationships, not numbers. A handful of meaningful connections is far more valuable than dozens of superficial ones.

The Art of Follow-Up

Follow-up is crucial. The event itself is just the beginning. Following up with your new connections is essential to building lasting relationships. A quick email or LinkedIn message referencing your conversation can set the stage for future collaboration.

You can quickly turn casual conversations into long-term partnerships and relationships. Much like caring for a rare thrift store find, nurturing your connections over time is key. Regular check-ins, sharing useful information, or even meeting for coffee can turn casual acquaintances into trusted allies.

Bonus 1: Networking Event Tips – Unlocking Success in the Room

Networking can feel intimidating, especially if you’re new to it. How do you start a conversation? What should you focus on? Here’s how to master the art of networking with strategies that ensure your efforts are not only productive but also enjoyable.

1. Prepare Strategically Before the Event

Networking starts long before you step into the room. Preparation helps you walk in with confidence and purpose, even if you’re keeping your goals flexible. Here’s how to get ready:

• Research the Event and Attendees: If the guest list is available, familiarize yourself with who will be attending. Identify a few key people or companies you’d like to learn more about. This doesn’t mean you’ll only talk to them, but having a baseline understanding gives you a head start.
• Craft Your Elevator Pitch: Think of a 30-second summary of who you are and what you do. Keep it conversational—no jargon. For example, “Hi, I’m [Your Name]. I help small businesses create digital strategies that drive growth.”
• Set Intentions, Not Strict Goals: Instead of saying, “I must find a client,” set an intention like, “I want to connect with three interesting people.” This allows for flexibility and reduces pressure.

2. Navigate the Room with Confidence

Once you arrive, how you approach the room can make all the difference. Treat the event as an opportunity to explore and discover rather than a task to complete.

• Smile and Be Approachable: Non-verbal cues matter. A genuine smile, good posture, and open body language invite others to engage with you.
• Start with Small Talk: Small talk may feel trivial, but it’s a natural way to break the ice. Ask open-ended questions like, “What brought you to this event?” or “Have you been to one of these before?”
• Be Curious (not judgmental – thanks Ted Lasso): People love to talk about themselves. Show genuine interest in others’ work or challenges, and you’ll quickly build rapport.

3. Focus on Quality Over Quantity

It’s tempting to hand out as many business cards as possible, but this isn’t a numbers game. Meaningful, memorable interactions are far more valuable.

• Pace Yourself: Instead of rushing through conversations, invest time in truly engaging with each person. Two or three deep conversations are better than dozens of fleeting ones.
• Be a Good Listener: The best networkers aren’t the ones who dominate the conversation—they’re the ones who listen well. Pay attention, ask follow-up questions, and reflect on what the other person says.

4. Take Advantage of Event Features

Many events offer unique features to enhance your experience. Use them to your advantage.

• Participate in Activities: Networking events often include workshops, panel discussions, or icebreakers. Joining these activities can provide structured ways to meet others.
• Leverage Networking Apps or Tools: If the event has a companion app or LinkedIn group, use it to connect with attendees beforehand or follow up later.

5. The Importance of the Follow-Up

The magic happens after the event. Following up with your connections is critical to transforming initial conversations into lasting relationships.

• Send a Thoughtful Message: Within a day or two, send a personalized email or LinkedIn connection request referencing your conversation. For example, “Hi [Name], I really enjoyed discussing [topic] at the event. I’d love to stay connected and explore how we can collaborate.”
• Share Value: When possible, offer something valuable, such as a helpful article, resource, or introduction. This shows you’re invested in the relationship, not just your own agenda.

Bonus 2: Body Language – Yours and Others’

[I previously did a presentation on networking body language, so I cleaned it up a bit and added it as a bonus to this article. Here is the gist of it.]

Your body language speaks volumes, often before you even say a word. At networking events, where first impressions can shape opportunities, your nonverbal cues can either open doors or quietly shut them. How you carry yourself, engage with others, and even stand can make or break your networking success.

Understanding both your own body language and the cues of those around you is essential. Here, we’ll explore the four key aspects of personal body language to help you shine and also guide you on how to read group dynamics to avoid the dreaded networking faux pas: becoming a “networking burglar.”

4 Key Body Language Tips to Present Yourself in the Best Light

1. Master the Art of Eye Contact

Are your eyes telling the right story? Effective eye contact is a hallmark of charismatic leaders and successful networkers. When you lock eyes with someone, you convey interest, confidence, and respect. Some of the world’s most influential business figures are known for their unwavering gaze during conversations, making others feel valued and heard.

• What to Avoid: Don’t let your eyes wander. Glancing over someone’s shoulder in search of “better prospects” can make you appear disinterested or opportunistic.
• Pro Tip: Practice maintaining steady, friendly eye contact during conversations. It doesn’t have to be intense—just natural and attentive.

2. Align Your Arm Movements with Your Message

We all “talk” with our hands, whether we realize it or not. Intentional gestures that complement your words can add emphasis and energy to your conversations. However, be cautious of body language that could signal disinterest or closed-off energy.

• What to Do: Keep your arms relaxed and use open, welcoming gestures. For example, keeping your hands visible shows transparency and trustworthiness.
• What to Avoid: Crossing your arms creates a barrier, suggesting you’re bored, defensive, or not engaged. Instead, rest your arms by your sides or behind your back to project confidence and openness.

3. Mind Your Stance

How you stand tells others whether you’re approachable—or not. Your stance should invite engagement, not signal disinterest.

• Confident Stance: Stand with your legs shoulder-width apart, keeping your weight evenly distributed. This posture radiates determination and readiness.
• Signals to Avoid: Leaning on walls or furniture can make you seem bored or tired. Shifting or rocking indicates nervousness or impatience. Standing too rigidly can come across as tense or intimidating.
• Body Language Insight: We naturally lean toward people we like and subtly distance ourselves from those we don’t. Be aware of how your movements might be perceived and adjust to ensure you’re sending a welcoming signal.

4. Use Your Face to Tell the Right Story

Your facial expressions are your business card in a networking setting. A warm, genuine smile can instantly make you seem approachable and trustworthy, while a furrowed brow or distracted expression can do the opposite.

• Do: Smile, nod in agreement, and show active interest. Enthusiasm is contagious, and people are drawn to those who exude positive energy.
• Don’t: Avoid yawning, frowning, or checking your phone mid-conversation—these habits are surefire ways to end a discussion prematurely.
• Quick Tip: Before leaving for the event, look in the mirror and ask yourself: “What does my face say about me? Would I want to approach me?”

5. Two Simple Steps to Elevate Your Body Language

• Self-Check Before You Leave: Before heading out, ask yourself what first impression you’re projecting. Are your outfit, posture, and expressions aligned with your goals?
• Ask for Feedback: Invite a trusted colleague or friend to observe you at networking events. Honest feedback can help you identify habits you might not even notice.

Avoid Being a Networking Burglar

Networking events are about creating opportunities for yourself and others, but how do you engage without stepping on toes? A “networking burglar” is someone who breaks into conversations without reading the group’s body language or being invited. This unintentional faux pas can make you appear pushy or disrespectful.

How to Read the Room and Approach Groups

Understanding Closed Groups

Closed groups are easy to spot. These are clusters of people standing in a way that clearly signals exclusivity:

• Two people facing each other directly.
• Three people forming a tight triangle.
• Larger groups standing in a closed square or circle, leaving little room for others to join.

These groups are engaged in focused conversations and typically not open to newcomers. Approaching such a group uninvited may make you seem like you’re barging in.

Identifying Open Groups

Open groups are welcoming and easier to join. Look for these signs:

• Two people standing side by side, not directly facing each other.
• A group of three or more standing in a loose formation, leaving physical gaps that invite others to join.

Tips for Seamlessly Joining Conversations

To seamlessly enter an open group, make brief eye contact with a participant and approach with a warm smile. Wait for a natural pause in the conversation to introduce yourself.

• Observe First: Take a moment to assess the group’s dynamic before stepping in.
• Start with a Compliment or Question: Complimenting the topic or asking a related question is an easy way to insert yourself naturally.
• Respect Boundaries: If a group seems closed off or unresponsive, gracefully move on.

Conclusion

Whether you’re navigating a networking event or browsing through a thrift store, the approach matters. By preparing strategically, staying curious, and focusing on building authentic relationships, you can uncover treasures you didn’t even know you were looking for. Networking isn’t about collecting contacts; it’s about fostering connections that can grow into meaningful opportunities.

At networking events, your body language can be your strongest ally or your greatest obstacle. By mastering key body language principles and learning to read the room effectively, you can ensure that every interaction is positive, respectful, and memorable. So, as you prepare for your next networking event, take a moment to reflect: Are you presenting your best self? Are you engaging with intention and reading the cues around you? With practice and mindfulness, you can turn every encounter into an opportunity to build genuine, lasting connections.

So, at your next networking event, think like a thrift store shopper: hunt for treasures, not targets. And remember, the magic isn’t just in finding—it’s in what you do with what you find.

Want assistance from a Wingman networking pro? Reach out today for a consultation.