The Importance of meeting people in real life and how to maximise your time

A founder once asked me to expand on why meeting people matters when you’re looking for customers, employees, investors and advisers.

For me, meeting face to face offers something valuable. You have space to get to know someone beyond their job title, hear about their experiences and discover whether you would like to continue the conversation.

Online conversations have their place too. But getting out of your usual environment can introduce you to people and perspectives you would otherwise miss.

The challenge is making good use of your time without turning every conversation into a sales pitch.

Why should you meet people in person?

Learn from people with relevant experience

Talking through an idea with someone who has faced a similar challenge can give you a different perspective. They may spot an assumption you haven’t questioned or ask something that changes how you approach the problem.

Understand potential customers

Conversations can help you explore how people experience the problem you want to solve, what they already do about it and what matters to them.

Listen before explaining your solution. Someone saying your idea sounds interesting is a starting point for further learning, rather than proof that they will buy it.

Build relationships that lead to introductions

People you meet may introduce you to prospective customers, advisers or investors. Give them time to understand you and your business, and look for ways to be useful to them too.

Find people you enjoy working with

You might meet a future colleague, collaborator or fellow founder who becomes a trusted sounding board.

Some of the most valuable relationships begin without either person knowing exactly where they will lead.

How to find the right people

LinkedIn is an obvious place to start. Be specific about the experience or perspective you are looking for, then check the people you already know.

It is easy to forget who is in your network. People change roles, move companies and develop new interests. An existing connection may now be much more relevant to the question you are working through.

When asking for an introduction, explain why you would like to speak to the person and why the conversation might be useful to them. Give your contact a short message they can forward, and make it easy for them to decline.

A thoughtful introduction request is easier to act on than “Can you connect me to some investors?”

Choose settings that suit the conversation

Two formats I have particularly enjoyed are small, targeted dinners and industry working groups.

A dinner gives you time to move beyond introductions. A working group gives you repeated contact with people who share an interest, which can make it easier to build trust and contribute over time.

I have enjoyed business dinners and involvement with Tech London Advocates. What appealed to me was the opportunity to exchange experiences and get involved.

When choosing an event or community, consider:

• Who is likely to attend?

• What would you like to learn or explore?

• Will the format allow proper conversations?

• Could you contribute something useful?

• Is it worth the time, travel and cost?

You get more from a community when you participate than when you simply add your name to its membership list.

Other places to meet people

Industry conferences and trade events can bring relevant people together in one place. The useful conversations may happen during a break, around an exhibition stand or at a smaller gathering alongside the main event.

University alumni groups (not that I went/have one), local business communities and professional associations are also worth considering. Event listings on platforms such as Eventbrite can help you discover opportunities, but judge each event on its audience and format.

And don’t overlook friends, former colleagues and family. Letting people know what you are working on can lead to connections you would never have found through a formal search.

Before the event: give yourself a useful starting point

Decide why you are going

Choose a purpose beyond “networking”. You might want to understand how other founders are building their leadership teams, meet potential partners or explore a customer problem.

A purpose helps you choose where to spend your time while leaving room for unexpected conversations.

Do your homework

Look at the programme, speakers and any publicly available attendee information. Identify a few people you would be interested in meeting and think about why.

Avoid filling every available moment with planned meetings. Leave space to follow an interesting conversation.

Prepare a simple introduction

Be ready to explain what you do in a sentence or two, using language someone outside your business can understand.

Then give the other person room to respond. You can add detail if they want to know more.

During the event: be interested and pay attention

Start with a question you want to hear answered

“What brought you here?” or “What are you working on at the moment?” can open a more useful conversation than launching straight into your pitch.

Listen for what matters to the other person. Ask a follow-up question before deciding how their experience connects to yours.

Balance familiar faces with new conversations

People you already know can introduce you to others and deepen existing relationships. Just notice if staying with them has become a way to avoid approaching anyone new.

Know how to move on politely

You can end a conversation warmly without making someone feel dismissed like “I’ve enjoyed hearing about that. Shall we connect and pick it up another time?” is enough when you mean it.

If there is a reason to follow up, agree what that will involve.

Make a brief note afterwards

Record what you discussed, anything you promised and a useful next step. A few details will help you remember the person rather than just their name.

After the event: follow through

Send a short, personal message while the conversation is still fresh.

Mention something specific you discussed. Share the introduction, resource or information you offered. If you want another conversation, explain why and suggest a clear next step.

You do not need to connect on every social platform or put everyone into a sales sequence. Choose a suitable way to stay in touch and respect their response, including when there isn’t one.

Consistency matters more than an elaborate follow-up system you rarely use.

Judge value by more than the number of people you met

Afterwards, ask yourself:

• Did I learn something useful?

• Did I meet someone I would like to stay in touch with?

• Was I able to help another person?

• Did any conversation move an important question forward?

• Would I attend again?

One thoughtful conversation may be worth more than twenty rushed introductions.

I’ve been called a social butterfly at events because I move between conversations. There is some intention behind that: I prepare, take an interest and follow up. What can look like luck often has quite a bit of effort behind it.

Make room for conversations that help you think

Meeting people can bring customers, colleagues and opportunities. It can also give you perspective when you have been carrying a business question on your own.

If you would value an ongoing space to think through your priorities, leadership and next steps, explore how we can work together.

Cheers,

Duncan