I've walked the halls of more industry events than I can count, often as the "handler" for C-Suite executives. That means I've had a front-row seat—and sometimes played the role of human shield—against the onslaught of frantic sales pitches ambushing us between stage appearances. It's a scene that plays out like clockwork. The eager faces!, the desperate handshakes, and the unmistakable look of someone trying to get in as many words as possible in 30 seconds. Nothing makes a decision-maker tune out faster.
You know what I'm talking about. Prowling the room, scanning name tags and zeroing in on CMOs like a lion on the hunt. The pitch locked and loaded, waiting for a moment to pounce. They think they're working the room. They're actually making sure no one wants to make eye contact with them again.
Here's the thing—executive's don't go to tentpole events like CES, Cannes Lions or Advertising Week to get sold to. CMOs and industry leaders aren't showing up to fend off a fresh batch of eager salespeople angling for five minutes of their time. They want something else: a break from the relentless hustle, a good conversation, maybe even a spark of inspiration. And if you're leading with a pitch, you're missing the point entirely.
The best way to make an impression? Drop the agenda and be a person worth talking to. Strike up a conversation the way you would with an old friend. Talk about an idea that got you thinking, a session that challenged your perspective, or even the local coffee shop that surprised you. If the conversation flows, if there's a real connection, the business part will follow naturally. If not, forcing it won't change a thing.
The people who stand out aren't the ones talking the most. They're the ones listening. They're the ones who ask real questions and take the time to hear the answers. They're the ones who bring something of value to the conversation—not a pitch, but a perspective, a moment of shared curiosity, an idea worth considering. That's the kind of person people want to follow up with. That's the kind of person who gets remembered.
And let's get one thing straight: if someone's interested, they'll ask. If they're not, no amount of clever selling will change that. The goal isn't to close a deal at the event; it's to leave an impression strong enough that they'll want to continue the conversation long after everyone goes home.
How to Make It Happen:
Lose the pitch—be a person, not a walking sales deck.
Ask actual questions—and listen like you mean it.
Bring something worth discussing—an insight, a perspective, an excellent local restaurant recommendation.
Pay attention—if someone’s checked out, move on with grace.
Follow up with a reason to stay in touch—an interesting idea, not a sales email.
Events aren't a battlefield, and people aren't targets. Show up, be someone worth knowing, and the rest will take care of itself.
