Let’s be clear. Most of us are in business because we are passionate about what we do; we enjoy helping people, and yes, we would also like to make money. I said passion may get us started, but passion alone doesn’t pay the electric bill.
Owning a business takes hard work, dedication, resilience, consistency, marketing and promotion. Yet one of our most valuable business tools is still wonderfully old-fashioned: meeting people. Networking is not simply collecting business cards or delivering your 30-second pitch to anyone standing within three feet of you. At its best, networking is relationship building.
That distinction matters. When we stop treating every new person as a prospect, networking becomes more natural, more useful and more fun. Even Stanford Graduate School of Business describes networking as relationship building.
Your Network Is Bigger Than You Think
Plenty of places to meet people include Chambers of Commerce, referral organizations, such as LEADS or BNI, Meetup groups, Eventbrite, Facebook event listings, conferences, service clubs and community gatherings. But one of our most overlooked resources is the network we already have.
Tom Friel, former chairman and CEO of Heidrick & Struggles and a Stanford MBA, has shared career and networking insights through Stanford. His networking guidance emphasizes personal referrals, alum connections, thoughtful preparation and follow-up. In other words, before reaching cold into the great unknown, look around.
“Who do you already know who might introduce you to someone you would genuinely like to meet? Former colleagues, board members, clients, classmates and community contacts may be one introduction away from the next meaningful connection,” he states.
And when someone makes the introduction, close the loop. Let them know what happened. Success or not, people remember courtesy.
10 Ways to Make Networking Work
1. Arrive with a goal. Aim for three meaningful conversations, not 10 business cards.
2. Be the first to say hello. Smile, make eye contact and initiate. Someone else may be hoping you will.
3. Know where you are. Learn the purpose of the event, who is hosting it, and what brings people together.
4. Lead with curiosity. Ask about them before you explain everything about yourself. Networking is not speed selling.
5. Share the conversation. Good conversation has a little tennis in it. Hit the ball back.
6. Keep moving. Do not spend the entire time with one person you already know because it feels safe.
7. Ask better questions. Try, “What do you enjoy most about your work?” or “What brought you into this business?”
8. Keep it positive and be yourself. You do not need to perform. Relax; authenticity is more magnetic than a memorized pitch.
9. Ask how you can help. Find out what a good referral looks like for them or what kind of connection is useful.
10. Make the introduction. You may never need their service, but perhaps someone else in the room does. Connecting two people on the spot is networking magic.
The Part Most People Forget
The event is not over when you walk out the door. Send a short message: “Great meeting you at ___.” Better yet, mention something you actually discussed. If you promised an introduction, resource or referral, do it. Follow-through turns a pleasant conversation into a business relationship.
One more tip: do not wait until you need something to network. Relationships built only when we need a client, referral or favor can feel exactly like that. Stay connected when there is nothing to ask for.
Where the Magic Happens
Whether we are listening to someone speak or meeting them at a networking event, we may forget many of the words, but we often remember how the interaction left us feeling. In a world where so much communication happens through screens, social media and AI, person-to-person connection has become even more valuable. No algorithm can replace the moment when someone looks at you, listens with genuine curiosity, and says, “How can I help?”
That is what I call Human Magic. Show up curious. Be interested. Be useful. Have fun. Our businesses may be different, but our communities depend upon the people who live, work, buy, refer, volunteer and support one another. Here in Santa Cruz County, we have certainly learned that community matters.
Want to Put Networking Skills Into Practice?
This Oct. 21, I will take these ideas beyond the business card into a networking webinar focused on how we communicate, connect and become more memorable when we walk into a room. Interested? Let me know: ja***@**********en.com. I will forward the registration details for this free event then.
Finally, as a speaker and communications coach, I am offering a Say It So It Sticks series: The Confidence Framework webinar on Sept. 30, 2pm PST. Go to tinyurl.com/ysua6kzc.
I offer business owners, nonprofit organizations and their teams communication training, webinars and speaking programs who want to strengthen how they show up, speak up and connect with others. The goal of networking isn’t to work the room; it is to leave the event having started a relationship worth continuing.
Janet Janssen is a local member of SLV, SV and SC Chambers and board member of Leadership Santa Cruz County. Contact her at ja***@**********en.com or 831-359-3992.
