If you’re running a small or micro business, there’s one marketing activity you’re probably already doing without realising it. It’s free, it’s powerful, and when done right, it can lead to a steady stream of quality sales opportunities.
We’re talking about networking.
Now, before you roll your eyes and picture a stuffy room full of business cards and elevator pitches, hear me out. Networking is not just about formal events. It’s about conversations, relationships, and showing up strategically.
1. Redefining Networking: It’s Not What You Think
Too often, business owners say, “Networking isn’t for me.” What they really mean is, “I don’t like going to networking meetings.” Fair enough—some events feel forced and salesy.
But here’s the truth: if you get most of your leads through word of mouth, referrals, or friendly chats at the school gates, that is networking.
Networking happens on the golf course, at church, in an industry expo, or even on a speed awareness course (true story). If you’ve ever been asked, “What do you do?” and ended up talking about your business, you’ve networked.
2. The Real Reason Networking Works
Networking works because people buy from people. In a world where trust is currency, relationships beat shouting into the marketing void.
At its best, networking builds the Know, Like, Trust factor:
- Know: They know who you are and what you do.
- Like: They enjoy interacting with you.
- Trust: They believe you’ll deliver and are willing to recommend you.
You’re not selling in the room—you’re giving people a reason to sell for you.
3. But Do I Have to Go to Networking Events?
Short answer: No.
Long answer: It depends on your business.
If your target market is small and micro businesses, networking events can be a goldmine. They give you a chance to build meaningful relationships with people who may use your services or recommend you.
If your ideal client is in a niche sector (say, airports or medical tech), your “network” might be better found in an industry forum, online group, or trade body. The point is: find out where your market spends time and show up there.
4. Common Mistakes People Make When Networking
Here’s what not to do, especially at formal networking meetings:
- Turning up just to sell
- Talking only about yourself
- Expecting instant results
- Skipping the follow-up
- Saying you’re too busy to take on new work (a fast way to stop referrals)
Instead:
- Help others first
- Listen more than you talk
- Follow up promptly and professionally
- Share the type of clients you want to meet
- Be consistent—trust is built over time
Think of it like a bring-a-bottle party. If everyone brings something, there’s plenty for all. If no one brings anything, the table stays empty.
5. Quality Over Quantity: Finding the Right Room
Yes, there is such a thing as too much networking. We’ve seen business owners burn out trying to be everywhere. You don’t need every group—just the right ones.
Track where your leads come from. If a particular event, group, or contact keeps leading to work, nurture it. If you’re not seeing results, reassess.
Like any marketing strategy, it must pay its way. A good rule of thumb: a networking group should generate at least three times your investment (including time).
6. Why It’s Worth the Effort
When you do networking right, something powerful happens. You build your own team of referrers. They know what you do, they trust you, and they actively look for opportunities to connect you with the right people.
And you do the same for them.
That’s how you generate sales without selling. That’s how you stay top of mind. That’s how you create marketing momentum that no ad campaign can match.
How ETC Can Help
At Executive Training & Consultancy (ETC), we help business owners turn everyday networking into consistent sales results. Whether you’re new to networking or want to get more from it, our business coaching and mentoring give you the structure, tools, and confidence to do it right.
Book your free two-hour business review and let’s explore how to turn your connections into clients.
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