Most people think that they understand the value of networking, because they see networking events as an opportunity to solicit new clients, forge new business relationships, and to move their companies forward in some way. This is not necessarily the approach that you should be taking for one very important reason: people don’t want to get hit with a sales pitch when they arrive at a networking event; they want to network with like-minded individuals.

In this way, when you attend events like Ideas on Tap or Third Tuesdays, it is perhaps more important and ultimately more effective for you to approach the events with the intention of helping others first. At these kinds of networking events, you want to ensure that you remain as genuine and authentic as possible, connecting with the other attendees on a person-to-person basis, rather than simply seeing the other attendees as potential suppliers and customers.

They say that first relationships are remarkably important, because they can really color how these people will view you in the future. In this way, don’t approach them with a sales pitch, because they’ll think that you’re only looking out for yourself. That’s not the kind of relationship that they want to forge, because there isn’t as much in it for them either. Instead, working to build trust and see how you can help others.

By seeing how you can be the most helpful and useful to others, even if it doesn’t result in an immediate sale, you demonstrate your commitment to growing the business community as a whole. People will come to value what you bring to the table and this will ultimately work out in your favor in the long run. These associates will know who they can trust and who they can rely on.