Stop 'Doing' Networking and Start Integrating It

Have you ever looked at certain people and wondered how they consistently get incredible results from networking, while your own efforts feel hit-or-miss? After watching countless entrepreneurs over the years, I’ve noticed a pattern. For the most successful ones, networking isn't just another task on their to-do list—it's woven into the very fabric of their business. It's less of an activity and more of an attitude.

If you're focused on building a successful or , adopting this mindset is what separates sporadic success from sustainable growth. Let's explore how to make that shift.

It’s Not Just Who You Know, It’s Who Knows You

We’ve all heard that business is about who you know. The bigger your web of contacts, the closer you are to finding that perfect client or partner. Think of your contacts as a series of concentric circles; some connections are tight-knit, while others are more casual acquaintances.

But the real leverage comes from flipping the script: it’s also about who knows . In any networking group, there are always a few people who everyone talks about. You’ll hear things like, “You have to meet Sanjay—he knows everybody,” or “Talk to Mary, she’s built her whole business from connections she made here.”

These are the people to watch. They’ve mastered the art of being visible and valuable, and you can bet they’re consistently doing a few key things:

They show up to events regularly, not just when they need something.
They take opportunities to present their work to different groups.
They are active and engaged in online communities and social media.
They often help organize meetings and events, becoming a central part of the group.
They are always on the lookout for ways to help others and make introductions.

To become one of those people that others recommend, focus on building a reputation for quality. Make sure any work you do for someone in your network is exceptional. When you’re , your reputation is everything. Work on making your personal introductions memorable and always follow up with everyone you meet. Attending the social events your groups organize can also be a game-changer, as it allows relationships to deepen outside of a formal business setting.

How to Genuinely Stay in Touch

Making promises to stay in touch is easy, but following through takes real effort. The key is to find efficient ways to maintain connections without it becoming a second job, which is especially important when you’re .

Instead of letting your contacts go cold, build a routine. Networking meetings are great because they let you connect with 15 or 20 people in a single time block. Social media allows you to maintain a constant, low-touch presence. And don't underestimate the power of the phone; dedicating a specific block of time each week just for calls can work wonders. Put it in your calendar like any other important meeting.

If you ever feel like you've run out of people to talk to, you probably haven't. Consider reaching out to:

Just check in. See how they’re doing and if they need anything.
Find out what’s new with their business and ask to be added to their mailing list.
Circle back with people who requested information but never moved forward.
If there’s someone you see often but haven’t spoken with one-on-one, invite them for a coffee.

Keeping a simple list of people you want to connect with can be incredibly helpful. Talking to people is a core part of the work, especially when you’re building a from the ground up.

Think Beyond Referrals to True Collaboration

Too many people approach networking with a limited mindset: “What can I sell to this person?” or “Who can they refer to me?” Successful entrepreneurs think bigger. They ask, “How can I with this person?” This is how truly scale.

By forming loose partnerships with others who offer complementary services, you can expand your market and your reputation. For example:

The designer offers copywriting, ensuring projects don't get held up waiting for client text. The copywriter gets access to new work, the designer gets paid faster, and the client gets a better, more streamlined experience.
Each advisor invites their clients, providing extra value (like pension advice from a mortgage specialist’s event) and keeping clients within a trusted network.
They get access to each other’s mailing lists and give their respective clients something fresh and new.

Don’t worry about competition. For most , there is more than enough work to go around. Collaborating is far more likely to bring you more opportunities than it costs you.

Create Your Own Virtual Team

One of the most powerful outcomes of consistent networking is the ability to build a virtual team. By finding people you trust, you can take on much larger projects than you could handle alone. This is how you transition a status.

Imagine a self-employed web designer who doesn’t network. When a huge project with a great budget comes along, they have to turn it down. Now imagine that same designer has spent time building connections. They can immediately pull in a trusted copywriter, a graphic designer, and a project manager. Not only do they get to say yes to the project, but they also create opportunities for others in their circle.

Make It a Core Part of Your Routine

For networking to truly work, it has to be a non-negotiable part of your business. Simply dipping in and out when you’re desperate for leads won't cut it. That approach signals desperation; you only show up when you need something from others.

Plan your networking in advance. Put the meetings in your diary and treat them as a priority. Find events that fit your schedule—whether they’re breakfast, lunch, or evening meetups. The goal is to see familiar faces and meet new people consistently. When you make networking a fundamental component of your , you’ll be amazed at the results.