If Networking Isn’t Working, You’re Probably Doing It Wrong

If you think networking does not work, then I say think again, because I know networking works!

A high percentage of my clients come to me through networking, and I find most of my suppliers the same way. There is a direct correlation in my business: when I don’t network regularly, things get quieter. When I do, it soon gets busy.

Networking is one of the best ways for small business owners to gain new clients—but you need to do it effectively.

Networking vs. "Going Through the Motions"

Doing networking effectively is very different from just "turning up" at events. If it isn't working for you, it’s likely because you lack a strategic approach. You are simply going through the motions without a plan, which is never going to yield the results you want.

7 Steps to Effective Networking

• 1. Understand your target prospect: You need to network with intent. Have a very clear idea of who your ideal prospect is before you walk into the room.


• 2. Listen to others: Results improve when you spend less time talking and more time listening. Master the art of "open questions"—the What, When, Where, Why, and Who—that invite real conversation.


• 3. Know your products/services: Networking isn't for a hard sell, but you must have an in-depth understanding of your offering to position yourself effectively when business relationships start to develop.


• 4. Have a superb elevator pitch: This is your number one tool. Get your pitch right and deliver it well; it is an absolute game-changer.


• 5. Remember to smile: Body language speaks volumes. Being approachable and smiling leads to better quality connections.


• 6. Follow Up: There is no point in networking if you don’t connect shortly afterwards. LinkedIn is the perfect platform for this.


• 7. Build strong sales foundations: Networking happens before and after the event too. A good website and a strong LinkedIn profile are vital because when people buy into "you," the first thing they do is check your information.

The Role of Sales Foundations

If someone is interested in your service at an event, they will immediately look for more clarity online. This is where your sales foundations add immense value. Without them, you lose the momentum you built in the room.

Take the Next Step: Sales Before Marketing

My book, Sales Before Marketing, explains a lot more about these foundations and how to create a strategic sales process that works alongside your networking efforts. The book covers:

• Creating strong sales foundations.


• Implementing a sales planning process.


• Aligning low-cost promotional activity with sales goals.

It’s already receiving superb reviews and is a must-read for any small business owner looking for clarity and growth. You can buy it here.