You’ve been to the breakfasts, the mixers, the online speed rounds. You’ve handed out business cards, followed a few people on LinkedIn, and maybe even sat through an awkward Zoom breakout room. And yet… your business hasn’t grown because of it.
Let’s clear something up: networking still works. But not the way you’ve been doing it. The entrepreneurs who see real ROI from networking don’t hustle harder or schmooze better—they approach it as part of a smart marketing strategy. And that strategy starts before the event and pays off after it.
Here’s how to stop wasting time and start turning connections into clients.
It’s Not That Networking Doesn’t Work, You’re Just Doing It Wrong
If your networking results look like a stack of business cards and zero follow-ups, you’re not alone.
Too many entrepreneurs treat every handshake like a sales pitch. They launch into a confusing explanation of what they do, make it all about themselves, and leave people nodding politely while mentally exiting the conversation.
The fix? Stop pitching. Start positioning.
Your goal isn’t to get hired on the spot. It’s to make someone curious enough to remember you, and give them a reason to want more. That starts with a crystal-clear intro that resonates with the right people.
If you’re not sure what to say that doesn’t sound stiff or generic, this is where my AI-Assisted Brand Voice Guide Workshop can help you craft a memorable intro that feels natural and properly reflects your brand, as part of your overall brand voice.
And if you’re not even sure who your right audience is? You’ll want to check out our series on how to identify your target audience. Because being in the wrong room and saying the wrong thing? That’s a recipe for wasted time.
A former client in the health services space once realized she’d been describing herself as a “coach” in most networking situations and getting nowhere. When we helped her reframed her intro with specificity and impact properly designed for her ideal customer, her follow-ups exploded.
Find the Right “Room” and Don’t Forget the Grocery Store Line
Face-to-face networking still outperforms DMs and cold outreach by a mile. You don’t need to attend every networking event that you come across, but showing up in the right room makes all the difference.
Formal networking can include:
- Chamber of Commerce mixers
- Industry-specific trade shows or expos
- Curated mastermind meetups
- Community business breakfasts
- Local entrepreneur groups or roundtables
Informal networking opportunities are everywhere:
- Talking to the parent next to you at a school pickup line
- Helping someone quickly troubleshoot a tech issue at a coffee shop
- Volunteering on a committee or board
- Meeting a referral through an existing client
- Attending a friend’s pop-up or vendor market just to support
One of our clients in the home services space landed their biggest commercial contract after chatting with someone in line at the DMV. Part of the reason that was able to happen is because we had developed strategies around how to effectively use networking and how to talk about his business the right way. Another got a podcast invite that led to two major clients just by helping someone find the right aisle at Office Depot. An inkjet printer cartridge literally turned into 5 figures.
You’re networking way more than you realize. The key is showing up like someone worth knowing—not someone trying to sell.
Neither of those clients were selling anything in those moments. What they had was awareness of how to speak about their business in ways that resonate with their prospective audiences, and they also happened to have a printed business card in the first case and a digital business card in the second case as a way to connect. They were well equipped and ready to jump on an opportunity.
So how do you bring curiosity and value?
- Ask “What kind of clients do you love working with most?” instead of “What do you do?”
- Share something unexpected: “You know what worked shockingly well for one of my clients last month?”
- Offer to introduce them to someone else you think they’d click with
- Reflect something you noticed: “I saw how you phrased that and loved it—do you write your own copy?”
These little gestures build trust faster than any elevator pitch ever could.
Stop Blasting and Start Building to Nurture Real Connections
Here’s where most networking goes to die: the follow-up.
If your idea of follow-up is dropping everyone into the same pre-written email sequence… you’re missing the whole point.
Networking is about relationships. And relationships don’t grow from a Mailchimp drip campaign alone.
Instead, think in tiers, maybe something like:
- Tier 1 (Hot Potential): You had a deep convo, you clicked. Send a voice memo. Ask for coffee. Share something personal and relevant. One of my clients sent a 2-minute Loom walking through a tool they’d mentioned—resulted in a high-ticket referral within a week.
- Tier 2 (Warm Lead): You saw alignment, but it needs space. Send a helpful article, invite them to your Unscrewed Room newsletter, or offer a quick resource. This is your soft nurture lane.
- Tier 3 (Long Play): No clear fit yet, but you liked them. Tag them in your CRM, follow their content, drop them into your monthly updates.
Marketing supports all of these—but only when it feels personal, thoughtful, and real.
If You’re Only Thinking About Sales, You’re Doing It Wrong
This might be the biggest networking mistake of all: showing up and asking, *”How can this person make me money?”
Here’s why that fails every time:
- People feel it. Desperation doesn’t sell.
- It closes you off from collaboration or cross-promotion opportunities.
- You’ll miss the slow burns who bring the biggest referrals later.
Flip the script:
Ask instead: How can I help, connect, or learn from this person?
One of my long-term clients built a six-figure partnership with someone she met at a free workshop. But she didn’t pitch—she offered to help that person brainstorm a landing page idea. That 15-minute act of generosity turned into years of business.
Value leads to trust. Trust leads to opportunity. Opportunity leads to revenue.
The marketing layer? Stay visible, consistent, and strategic after the conversation. That might mean a curated nurture sequence, a personal check-in, or even a content strategy that keeps you top of mind.
Never Pitch at a Networking Event. Here’s What to Do Instead:
Let’s make it plain: Networking events are not the time to pitch.
Instead:
- Ask smart questions. Let them talk.
- Share an insight or story that reflects your experience.
- Mention a resource you’d be happy to send.
- Exchange cards or connect online—and then follow up.
Your only job at the event is to leave a strong enough impression that your follow-up isn’t ignored.
You’re not closing deals in the hallway. You’re planting seeds.
One client tripled her close rate after she stopped trying to sell at events and started simply asking “What’s one thing you wish more people understood about your business?” Then she followed up the next day with a Loom video offering a quick idea. That’s what converted.
Real Networking Starts After the Event
If you’re walking into networking events hoping to get clients on the spot, you’re in the wrong mindset.
The best clients come after the event, when you follow up like a real human and bring them into a value-driven ecosystem that nurtures trust and shows off your expertise.
That’s where your marketing strategy needs to do the heavy lifting—and where most entrepreneurs drop the ball.
Ready to Make Your Networking Efforts Actually Pay Off?
Let’s build a follow-up plan that actually converts. Apply for your 360° Marketing Assessment and walk away with a smarter way to turn real-life connections into real business.
Because you don’t need more mixers. You need a strategy that makes them work.
