Networking to Turn Your Side Hustle Into a Business

To be honest, I used to hate business networking. When I first started, the idea of walking into a room full of strangers filled me with a special kind of dread. But over time, and after a very shaky start, something shifted. I realized networking wasn’t just a task to check off a list—it was the very thing that could make or break a business.

This isn't just about collecting business cards. It’s about understanding the real human connections that have fueled commerce since the beginning of time. I imagine it started with a caveman named Og who was great at hunting, while his neighbor Ug was the go-to guy for making fire. Og would share his meat, and Ug would help him cook it. One day, Ug introduced Og to Ig, the local spear-maker, and a new partnership was born. That simple introduction is the ancestor of every networking event you’ll ever attend.

Thousands of years later, I walked into my first event, not with a spear, but with a desperate need to make my business work. I learned that before you can master the ‘how’ of networking, you first have to get crystal clear on your ‘why.’

It All Starts With "Why"

Think about how you learned to walk. You wanted to get to those fascinating things your parents left just out of reach. The desire was so strong that you were willing to fall, get up, and fall again until you finally took your first steps. You learned to talk to ask for better-tasting things to put in your mouth. You learned to drive to find more interesting things (and people) farther from home.

In every case, a powerful ‘why’ drove you to put in the effort. Without that motivation, you might have never bothered.

The same principle applies to networking. Getting good at it takes effort. It can feel awkward and draining at times. But if your reason for doing it is strong enough, you’ll stick with it. So, what’s your biggest challenge right now in your ? What’s the problem that keeps you up at night?

Maybe it’s one of these:

• I just launched my business and feel completely lost.
• We desperately need more clients.
• Our marketing efforts are falling flat.
• I don’t know how to sell my services without feeling pushy.
• I feel like an imposter.
• My savings are running out, and I need to generate income fast.
• There’s so much competition, and no one seems to notice me.

Whatever you wrote down, networking is the key to solving it. By building genuine connections, you can find the confidence, contacts, and sales your business needs. This is especially true if your goal is to grow your venture from a .

Finding Your Reason to Connect

When I first started, my ‘why’ was pure desperation. It was 2007, my back was against the wall, and I had no other way to pay my mortgage. I had to make my work, period. I also quickly discovered I wasn’t a natural salesperson. I hated cold-calling and knocking on doors, trying to pitch to uninterested business owners.

So my ‘why’ became twofold: I had to survive, and I wanted to do it without the soul-crushing grind of door-to-door sales. Networking became my lifeline. It was the only path I could see to take my .

Now, it’s your turn. Why are you really doing this? What gets you out of bed every morning, especially when things are tough? Is it to create a better life for your kids? To build a solid retirement fund? To finally take that dream vacation?

When you’re , that deeper purpose is what will push you to show up, even when you’re tired. Write it down and look at it whenever you feel your motivation slipping.

Talking to Strangers Is Part of the Job

One of the biggest hurdles is that networking goes against everything we were taught as kids. For years, parents, teachers, and TV specials warned us, "Don't talk to strangers!" Then, suddenly, you’re expected to walk into a room full of them and strike up a conversation.

For me, this was terrifying. I convinced myself that everyone else in the room was more successful, more confident, and just plain than me. Who was I, just getting my feet wet, to think I had anything valuable to offer these titans of industry?

I had to learn a tough but essential lesson: to succeed, I had to get over myself. I had to push past my insecurities and step out of my comfort zone. Someone once reframed this for me in a way that changed my perspective. He said, "Don't think of it as leaving your comfort zone. Think of it as entering your adventure zone." My comfort zone is watching TV reruns on the couch. My adventure zone is where growth, opportunity, and new relationships happen. For anyone , this mindset is crucial.

What to Expect and Who You’ll Meet

People often ask what kinds of businesses show up to networking events. The answer is: all of them. I’ve met everyone from brand-new founders to seasoned CEOs of large companies.

Think of networking like mining for gold. You know there’s value in the ground, but you don’t know exactly where the biggest nuggets are. The only way to find out is to keep digging. Too many people dig a small hole, find nothing, and immediately move to a new spot. They jump from group to group, hoping to stumble upon a magic room of people waiting to buy from them.

Instead, find a group with a culture that feels right for you and commit to it. Get to know people, build trust, and remember that you’re not just talking to the people in the room; you’re talking to everyone know.

A friend of mine, Kathy, was a self-employed HR consultant when I first met her. I helped her with some website content, and her was growing steadily. Then one day, she was headhunted for a director-level role at a major retailer with thousands of employees. Because she knew and trusted me, she started referring work my way. Over the next few years, that single connection led to a steady stream of projects for me and referrals for nine other people in my network.

You never know who someone is, who they know, or who they will become. Every genuine connection has value. When you’re , every person you meet is a potential door to an opportunity you can’t yet see.

Finding the Right Fit for Your Business

There’s a networking format out there for everyone. Some are unstructured, basically just a room full of people mingling. These are great for natural extroverts. Others are highly structured, with a set agenda that ensures everyone gets a chance to speak. I personally prefer these because they force me to interact with people I don't already know.

You’ll also find that some groups focus on "referral marketing"—the explicit goal is to generate leads for other members. Other groups are centered on "business networking," which is about building broader relationships that can lead to referrals, joint ventures, and trusted advisors. Neither is better than the other; it’s about finding what works for your personality and your goals for creating a .

Ultimately, you’re already a networker. You do it at the gym, at your kid’s school, and with friends. You talk about what you do, and you connect people you know. A thrives on these same skills. Business networking is just a more focused and intentional version of what you already do every day. It’s not scary or complicated—it’s just human.