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In Episode 127 of the CAS Podcast, the hosts explore one of the most valuable skills a custom apparel business owner can develop—turning everyday conversations into meaningful business connections. But this isn’t about delivering a hard pitch or pushing your products on everyone you meet. Instead, it’s about learning how to be a great conversationalist, build trust, and naturally guide interactions toward opportunities.

Step 1: Be a Great Conversationalist

Before you can sell, you have to connect—and that begins with genuine, engaging conversation. The episode outlines what makes someone great at this essential soft skill:

● Be friendly and approachable – Smile, use open body language, and show warmth

● Don’t dominate the discussion – Let others share their stories

● Be a great listener – Show that you care by responding thoughtfully

● Find common ground – Whether it’s sports, books, hobbies, or mutual connections, expand on shared interests

● Avoid controversial topics – Stay clear of politics, religion, and sensitive current events unless brought up by the other person

● Ask about their interests – Even if you don’t share them, show curiosity and let them teach you

● Stay positive – People enjoy talking to those who bring optimism to the conversation

By simply being a pleasant and attentive person, you make people more likely to want to work with you.

Spotting and Guiding a Sales Opportunity

Once the conversation is flowing, you may realize the person you’re speaking with is a potential customer—or knows someone who is. That’s your cue to gently shift into a more intentional, information-gathering mode. Key questions to uncover:

● Who are they and what do they do?

● Could they use your services—or connect you to someone who could?

● How can you stay in touch?

(Get a business card, connect on social media, or exchange contact info)

● What will you remember them by?

(Use personal details for stronger follow-ups)

● What do you have in common?

(Helps build rapport for the future)

● What’s the next step?

(A follow-up email, meeting, or seeing them at the next event)

The goal is not to close a sale on the spot, but to create a relationship that can lead to sales over time.

Helpful Conversation Starters

Need a way to open up the conversation at networking events, conferences, or local meetups? Try these:

● “What’s your connection to the event?”

● “What’s keeping you busy when you’re not at work?”

● “How did you get into your line of work?”

● “How did you hear about this event?”

These natural, open-ended questions help build rapport and invite storytelling.

Key Takeaway

Being a good conversationalist isn’t just a social skill—it’s a powerful sales tool. By improving how you talk with people (not at them), you build better business relationships, stronger referrals, and more loyal customers. You don’t need to pitch everyone you meet—just connect with them. Sales will follow.