Why attending networking and industry events is worth the effort
I know we may all find it an effort, but attending trade events and networking opportunities is a great way to win new business, meet like-minded professionals, and stay ahead of industry trends. It’s tempting to stay behind the desk, busy with emails and day-to-day work, but stepping out into the wider world of your industry can open doors you didn’t even know were there.
What’s the real value of networking and trade events?
At SALINE, we often attend these events on behalf of our clients. Whether we’re supporting a product launch, keeping an ear to the ground for market trends, or simply widening our network, we’ve found events to be a great place to meet new clients and uncover exciting opportunities.
But it’s not just about quick wins. Events help businesses grow sustainably by:
1. Building meaningful relationships
People do business with people they trust. Face-to-face conversations – whether it’s a chat over a coffee, a chance meeting at a stand, or a more structured networking session – help you build those personal connections. These relationships often lead to partnerships, referrals or future projects.
In technical sectors, credibility is everything. If marketing says one thing and BD says another, it sends mixed signals — and trust is lost quickly. With an aligned approach, your messaging stays consistent across everything: emails, social posts, case studies, sales calls, and proposals.
This reinforces your positioning and value from first touchpoint to final contract. It also creates a more seamless and professional experience for your prospects — which matters when you’re bidding for complex or high-value work.
2. Learning and staying informed
Industries are evolving faster than ever. New trends, technologies and challenges emerge all the time. Events are where these topics are discussed, often first-hand. Whether it’s through seminars, panels, or conversations with suppliers and competitors, it’s a great way to stay up to date and keep your knowledge sharp.
3. Raising your brand profile
The more you show up in your industry, the more people get to know your business and what you stand for. Regularly attending or even speaking at events shows your commitment and helps position your brand as an active player in the market. At SALINE, we’ve seen how this visibility opens doors for our clients and helps them be top-of-mind when opportunities arise.
4. Finding fresh inspiration
Hearing about other people’s journeys, challenges and successes can give you new ideas to take back to your own business. You’ll often leave events with a notebook full of thoughts, contacts and actions to explore further.
Final thoughts:
Attending networking and trade events shouldn’t be seen as an interruption to your work, but as an investment in your business growth. Yes, it might take some time out of your day, but the relationships, insights and opportunities you gain often make it time well spent.
At SALINE, we regularly help our clients by attending events on their behalf – spotting opportunities, connecting with the right people and keeping their business visible in the right places. Whether you’re there yourself or working with a partner like us, showing up in your industry is key to staying relevant and competitive.
So next time an invite lands in your inbox, think twice before declining. It might just lead to your next big opportunity.