What to Really Expect From Business Networking

One of the biggest hurdles in networking is figuring out what you should actually expect to get out of it. More than almost any other business activity, networking has so many variables that it’s crucial to be realistic from the get-go, especially when you're trying to grow a .

Many people, particularly those starting a , jump in with unrealistic hopes, especially about the number of sales they’ll close. This guide is about setting the right expectations so you can approach networking with a clear head and a strategy that actually works.

Why You Need to Set Clear Expectations

Before you dive into any business activity, it makes sense to ask yourself: what’s the point? Figuring out what you expect to achieve is the first step. Getting this right helps in a few key ways:

On a cold morning when you have to get up an hour early for an event, remembering your “why” is a powerful motivator, especially when you're .
You have a goal to work toward and a way to track your progress.
You’re less likely to get discouraged, even if you don’t land new business right away.

Ultimately, you can’t measure success if you haven’t defined what it looks like. Setting expectations gives you the focus and motivation to stick with it, especially if it pushes you out of your comfort zone. If you don't know what you're trying to achieve, how will you know if your efforts are paying off?

Rethinking What You'll Get Out of Networking

Lots of people begin networking thinking it will lead to a flood of quick and easy sales. It’s almost as if they believe there’s a magical room full of people just waiting to buy from them. When you start with expectations that high, you’re setting yourself up for disappointment and the false belief that “networking doesn’t work.”

Before you go, ask yourself:

What am I truly expecting to happen?
What do I want my results to look like?
Have I set any realistic goals or milestones?

Networking isn’t a competition to see who can hand out or collect the most business cards. A business card isn’t a connection—it’s just a piece of paper. The only people who win that game are the ones who print the cards.

I remember one of my first networking events where the organizers held a contest to see who could collect the most cards. Even then, it felt wrong. I decided to just chat with one other person who seemed to feel the same way, while everyone else rushed around swapping cardboard.

A real connection is someone you’ve actually talked to and shown a genuine interest in. That should be the goal for your .

How to Handle Your First Networking Event

Setting the right expectations for your first event will make a huge difference. If you walk in expecting to leave with a couple of new clients, you’ll probably walk out disappointed. If you have a responsibilities, you may also need to manage the expectations of your boss or business partner. This isn’t a sales call; the dynamic is completely different. Make sure they understand that you won’t be coming back with signed contracts.

When you first start, nobody knows you. You could have the best service in the world, but small business owners are protective of their reputation, and employees at larger companies have to justify every purchase. People need time before they’re willing to trust you with their business or refer you to their contacts.

So, for your first few meetings, your only goal should be to establish a few warm contacts. These are people who will now take your call because they’ve met you and shaken your hand.

My personal approach is to go in with a completely open mind and just try to enjoy the event. If I make some valuable contacts, that’s a win. But if you prefer having a concrete strategy, here are a few achievable goals for a first event:

Meet three people you can now reasonably call contacts.
Get one casual agreement to follow up with someone later.
Successfully deliver your introduction.
Learn one new thing from the speaker.

After a couple of meetings, you’ll start to meet people you genuinely like and want to know better. Just expect it to take time for them to get to know and trust you in return.

Networking Is a Marathon, Not a Sprint

Marketing often runs in campaigns with clear end dates. Networking is a continuous process. Knowing this can be incredibly helpful when setting your expectations for your .

The most successful networkers don’t treat it as something to do when they have free time; they schedule it into their week like any other important meeting. Find a calendar that works for you—Google Calendar, Outlook, or even a paper planner—and block out time for networking events, including travel time. It sounds obvious, but people often forget that we can't teleport from one place to another just yet.

Once you find a rhythm that works for you, you have to be patient. Not everything in networking has an immediate payoff. The benefits of building relationships might take months or even years to surface. You’re not just building your network; you’re also waiting for the right opportunity to come along.

People around you might like and trust you, but they may not need what you’re selling right now. The danger is putting in a lot of energy, letting people get to know you, and then pulling away because it wasn’t working fast enough. If you’re not there, you’re not top-of-mind when they or their contacts finally need your service.

This is a critical lesson for anyone trying to turn their . Far too many people give up just before they build enough trust to start winning business and referrals.

It’s All About the Relationships

You don’t need to wait until everything is perfect—your website launched, your brochures printed—to start networking. You’re building relationships, not launching a marketing campaign. If you ran into a friend, you’d tell them what you’re working on; you wouldn't wait for a formal launch. Treat your networking connections the same way.

If you want to build trust and respect quickly, go to events looking for opportunities for others. Instead of asking what you can sell them, ask what opportunities you might have for them. Instead of wondering what they can do for you, think about who you can introduce them to.

Just like in life, give before you expect to receive. This is how you build a powerful and lasting network for and beyond.