Every event is an opportunity — for clients, collaborations, and cheerleaders.
Yet most entrepreneurs walk into a room hoping to meet “someone,” without knowing what to say after hello.
The result?
Random conversations, forgotten business cards, and missed chances for meaningful connections.
The key is to stop trying to “work the room” and instead learn how to convert the room.
With a simple framework, founders and leaders can leave any event with real opportunities and relationships that compound long after the room is empty.
1. The 3 C’s of Conversion
Every room has the potential to contain three types of people who can help grow your business. The key is knowing how to recognize them quickly so you can invest your time in the right conversations.
Clients: The Buyers in the Room
Clients are the people who need what you sell — sometimes right now, sometimes in the near future. They may not come right out and say, “I want to hire you,” but their language gives them away.
Cues to listen for:
- They talk about a problem you solve: “I’ve been struggling with finding new clients online.”
- They ask about services, pricing, or availability: “Do you take on new clients right now?” or “What do you charge for that?”
- They lean in with curiosity when you describe your offer, asking follow-up questions.
Why it matters: Spotting potential clients early allows you to nurture the conversation without turning it into a hard pitch. The goal is not to sell on the spot, but to listen, offer value, and create a pathway to a future sales conversation.
Collaborators: The Partners Who Multiply Your Reach
Collaborators are peers who serve the same audience in a different way. They may never buy your services directly, but a single collaboration can bring you in front of hundreds of new leads.
Cues to listen for:
- They get excited about overlap and synergy: “We should do something together.”
- They talk about the same audience you serve, but with a different focus: “I work with female founders too, but I focus on operations, not marketing.”
- They suggest a joint project or brainstorm possibilities in real time.
Why it matters: Collaborators often become your biggest growth accelerators. They open doors to new audiences, create opportunities to co-host events, and refer clients when your offers complement theirs.
Cheerleaders: The Connectors and Amplifiers
Cheerleaders may never buy from you, but they’re invaluable. They believe in your work, get excited about your mission, and are eager to connect you with others.
Cues to listen for:
- They light up when you share what you do: “That’s amazing! I love your mission.”
- They offer introductions freely: “You need to meet my friend who’s running a similar event.”
- They amplify your work by reposting, sharing, or recommending you in conversations.
Why it matters: Cheerleaders expand your network beyond what you could reach alone. They are often the bridge to opportunities you wouldn’t find on your own — from sponsorship introductions to unexpected speaking invites.
The Shortcut: Three Questions to Place People Fast
When in doubt, use this quick filter during conversations:
- Do they need what I sell? → Client
- Do they serve the same audience in a different way? → Collaborator
- Do they want to connect me to others? → Cheerleader
By categorizing every conversation into one of these three groups, you’ll know where to invest your energy, who to follow up with, and how to nurture the relationship in a way that feels intentional and authentic.
2. Why Intention Beats Quantity
Conversion comes from quality, not volume. Instead of trying to meet everyone in the room, focus on having 2-3 intentional conversations while you’re there, and know that your goal is actually to continue the conversations later, after the event is over.
Here are three starter questions that move beyond small talk and reveal valuable context:
- “What are you working on right now that excites you?”
- “What goals are you focused on in your business?”
- “What are you learning right now?”
These questions help determine whether someone is a potential client, collaborator, or cheerleader within minutes. They also create memorable, trust-based interactions rather than transactional exchanges.
3. From Conversation to Collaboration
When entrepreneurs ask intentional questions, they gain clarity faster.
For example, Power Table Founder Taylor Smith was speaking at an event and asked an attendee, “What are you working on right now that excites you?” The attendee shared details about an upcoming program launch — a signal that she wasn’t an immediate client, but an ideal collaborator.
That single conversation grew into an event partnership and multiple sponsor introductions. The difference wasn’t a pitch or a polished script, but simply placing the person in the right category and building the relationship accordingly.
4. The Virtual Coffee Chat Secret
The real power of conversion comes after the event. Most professionals either fail to follow up or rush into pitching. The better approach is to schedule a virtual coffee chat — not to sell, but to deepen trust.
Suggested coffee chat invite:
“Hi [Name], would you like to hop on a 20-minute coffee chat? I’d love to hear more about what you’re working on right now and how I can support you.”
Ask just two questions on the call:
- “What are you working on right now that excites you?”
- “What are you learning right now? Is there anything I can do to support you?”
Each call should end with one small next step: a resource, an introduction, or encouragement. Sales conversations, if they happen, emerge later in the DMs or in follow-up exchanges. The coffee chat is about building trust.
5. Converting a Room Is About Trust, Not Tactics
Conversion isn’t about being the loudest voice in the room. It’s about:
- Listening carefully.
- Placing people into the right category.
- Asking better questions.
- Following up with generosity instead of pressure.
When leaders approach events with this mindset, networking becomes less about transaction and more about transformation. The result is stronger client pipelines, richer collaborations, and lasting advocates for the business.
Final Thoughts
Every room has opportunity. The difference between random connections and real growth lies in knowing how to convert.
Entrepreneurs who consistently identify the 3 C’s, ask intentional questions, and follow up with genuine support will leave each room with momentum. These aren’t just conversations — they’re the foundations of future clients, collaborations, and cheerleaders who fuel long-term success.
