How to Excel at Networking 

When you're just starting your business or working on growth, attending business networking events is a key way to find new customers and clients. More personal than social media and cheaper than ads, networking gets you in front of potential clients to build long-term connections and referrals — the best kind of free advertising. 

While you want to have your sales pitch, and some business cards, in your back pocket, the best networking is the kind that creates new partnerships and friendships. This means rather than focusing on yourself, you should focus on others (at first, anyway). A genuine interest in others and their projects creates trust. And, once you have someone's trust, they're far more likely to want to work with you, refer you to others, or collaborate in ways you hadn't even considered. The best business relationships start with authentic connections, not just a sales pitch. So listen, ask questions, and look for ways to support others first. In doing so, you'll naturally attract opportunities that feel less transactional and more like a shared path to success.

Here are our tips for networking, gaining more clients, and getting more referrals. 

Build Relationships First, Sell Yourself Second

Approach each business networking event with curiosity about the people you meet, rather than leading with your service or product. If someone asks what you do, absolutely share your elevator pitch, but don't make it the first thing out of your mouth. Instead, focus on making real connections. People want to work with those they know, like, and trust, not just someone with a good sales pitch. So be interested, be helpful, and let authentic connections do the work for you.

Have a Few Conversation Starters in Your Back Pocket

Having a plan for what to say when approaching a new person or group can help with confidence. For some, this comes naturally; for others, not so much. Questions are always a good way to break the ice: ask about the event, its venue, industry trends, or even something casual like local recommendations. 

Circulate

Sticking with the same small group all night is easy, but that won't help you maximize your networking opportunities. Once you've established a solid connection, challenge yourself to move on and meet someone new. This can feel tricky, especially if the event feels cliquey, but remember, networking events are designed for meeting people. Be confident. Step into a group, listen first and ask thoughtful questions based on the conversation. The more you focus on others, the more naturally connections (and opportunities) will come your way.

Return to the Recurring Networking Events Again and Again

Consistency is key when building meaningful business relationships. By regularly attending the same networking events, you'll start seeing familiar faces, strengthening those initial connections over time. As trust builds, conversations will naturally evolve, eventually leading to discussions about your product or service without feeling forced. The more people see you, the more they'll remember you, and when the need for what you offer arises, you'll be the first person they think of.

Follow Up 

Networking doesn't end when the event ends. Collect cards, take mental notes, and follow up with the people you meet that you believe would be good connections for future collaborations. A simple email, LinkedIn message, or coffee invite can go a long way in nurturing mutually beneficial relationships. A thoughtful follow-up shows professionalism, keeps you top of mind, and sets the stage for meaningful business opportunities.

Have Your Elevator Pitch Ready

Even though you're focusing on building relationships rather than pitching, have your elevator pitch ready for when asked for it, you still need to be prepared to talk about what you do. Have a clear and concise statement ready to go that communicates what you do, who you do it for, and what makes you different. It should sound natural without sounding rehearsed (but, yes, rehearse). When done right, your pitch should invite further conversation.

Know Where to Network

Not every business networking event will suit your specific industry or needs. There are a variety to choose from: local chambers of commerce, business and industry-specific associations, Rotary clubs, co-working spaces, professional organizations, alumni associations, Business Network International (BNI), and more. Do your research before jumping in; your time is valuable.

The beauty of this approach to networking is that by not aggressively selling yourself, you create the perception that you don't need anyone's business, which, ironically, can make people even more interested in working with you. Confidence, authenticity, and a genuine interest in others are far more powerful than any hard sales pitch.

And one last tip — have fun, but keep the booze intake in check. A drink or two can help loosen up a conversation, but overindulging can quickly turn a great first impression into a forgettable (or regrettable) one. Stay sharp, stay engaged, and most importantly, enjoy the process of building meaningful, long-term business relationships.