The Real Work of Networking to Grow Your Business

Networking often gets a bad rap. Many people see it as just another sales channel—a place to pitch your services, collect cards, and hopefully land a client. But if that’s all you’re using it for, you’re missing the bigger picture. Real networking is about more than just a quick sale; it’s a powerful tool for growing your entire business, and it requires a different kind of thinking. It’s about taking your networking activities and seeing them as more than just a marketing tactic.

What Sets You Apart Is Consistency

If you want networking to work, you have to work at it. Constantly. Just showing up when you have a new product or need to fill your pipeline isn’t going to cut it. The people who truly stand out are the ones who are always there, building and maintaining their connections. They are a constant presence, looking for opportunities to help others, and they become impossible to ignore because they’re simply part of the scene. This is a crucial mindset, especially when you're and need every connection to count.

The people who succeed are the ones willing to do what others won’t. When people ask me how I ended up writing a book for the series, the answer isn’t a simple trick. It was the result of attending over 600 networking meetings in five years. It was going to every business show I could get to. It was building a presence on Twitter, LinkedIn, Facebook, and any other platform where I could connect with people. I did this consistently until I finally met the right editor at a show in London.

Soon after, someone at a meeting told me they also wanted to write a book and asked for a contact. I told them the editors would be at a show in London that very month. Their response? London was just too far to travel. They asked if an email would work instead. That’s the difference in effort.

Networking Isn’t an Easy Win

Here’s an honest truth: networking isn’t a quick fix. You might pick up a few leads or referrals, especially if you’re in a group that encourages them. But the real, lasting value from networking comes from putting in the effort and providing tons of value long before you ever expect anything in return.

One common mistake people make in their is expecting value to come directly from the people they help. It doesn't always work like that. You might give five great referrals to someone and get nothing back from them directly. But that doesn't mean you should stop. Every time you refer someone to a great service, you’re solving a problem for them and building your own credibility. Everyone watching sees you as a connector—someone who looks out for others. The more you put yourself out there and add value to the people around you, the more it will eventually come back to you from all corners of your network.

Two Ways to Approach Your Network

Let me give you a tale of two different businesses. First, an SEO company. Their rep advertised on networking sites and showed up at a few events. He talked about his services and mentioned that he was cheaper than the competition. He picked up a little business.

The rep from a second SEO company did things differently. He posted on the same sites offering free advice. He would create personalized videos for people, walking them through in simple terms what they could do to improve their Google ranking. He also wrote a 20,000-word e-book explaining how to do everything he does and gave it away. Over a few years, he built an incredible reputation. People saw him as the go-to expert. And guess what? Even though he told them how to do it themselves, many people preferred to pay him to do it for them—at whatever price he wanted to charge. They already saw the value. This approach is what can turn a simple idea into a .

It's the same in other fields. I knew one HR professional who had a perfectly polished 40-second pitch. She did everything by the book, picked up a few leads, and concluded networking didn't work for her. Another HR professional had an equally good pitch, but she also socialized, joined online communities, and spent a few minutes offering her educated opinion whenever someone had a question. She even gave free advice over the phone. She built a steady and valuable stream of referrals from people who saw her in action.

Both of the successful people here did what others weren’t prepared to do. They went the extra mile to stand out in a crowded market.

Your Brand Is How You Show Up

Imagine someone walking into a pub and immediately shouting at everyone to buy their product. It would be weird and ineffective. Yet, that's what so many people do in networking rooms, both in-person and online. They lead with the sale.

There’s a much better way to run your . Build your community first. Give away valuable advice, content, or your time. Look for opportunities to help people. Once you’ve done that, and you actually have something to sell, the people you’ve helped will want to support you.

Think about Google. When you think of Google, the first thing that comes to mind is their search engine—the product they give away for free. They built a massive crowd by providing ridiculous value upfront. Only after that did they introduce the paid services that now generate billions in profit. You can apply the same principle to any : show people how much value you can give them before ever asking for a dollar.

You Are the Product

Personal branding isn't just a buzzword; it's about how you present yourself to the world. And when you’re networking, everything you do contributes to that brand. You are the "shop front" for your business.

I once worked for an estate agency that understood this perfectly. Our office windows had large, professionally photographed posters on oak pillars with subtle lighting. It oozed quality because we wanted to attract sellers of quality properties. The shop front reflected the brand. When you run your own , are that shop front.

This means you have to be a product of the product. Your actions need to match what you’re selling. I'll never forget the guy at a meeting who showed up 15 minutes late with a long story about sleeping through his alarm and missing the bus. He’d also forgotten his business cards and didn't have cash to pay for the meeting. When it was his turn to speak, he stood up and introduced himself as a virtual assistant who could organize your life. Would you hire him? Of course not. What he did was the exact opposite of what he said.

If you’re a life coach, be the most confident person in the room. If you’re a web designer, your own website better be flawless. Live what you preach, because people notice.

Using Networking to Create Opportunities

Instead of just showing up and hoping to meet the right person, what if you took control? You can use networking events as a reason to connect with the specific people you want to meet.

First, find out if your ideal prospect already attends networking events. I once wanted to work with a small team, so I followed them on Twitter, saw which meetings they attended, and booked myself into one two hours away just to get a one-on-one with them. They became a client.

But what if your target doesn’t network? Invite them. A cold call can be tough, but what about this approach? "Hi, I'm a member of a local business group that meets to pass referrals, and we don't have a great [their profession] yet. Would you like to come along as my guest?" This turns a cold call into a warm invitation. When they arrive, you’re the one who greets them, gets them a coffee, and secures the first conversation. This is a brilliant way for anyone to get in front of key people.

This is something most people simply won't do. But if you take the initiative, you can transform your networking results and actively build the connections you need for your .