Networking is one of the most powerful tools in your business arsenal… and also one of the most misused. Walk into any typical networking event and you’ll find a parade of people handing out business cards like Halloween candy, rattling off pitchy introductions, and leaving with a stack of names they’ll never follow up on.
Sound familiar?
The truth is, most networking fails—not because people are lazy or bad at it, but because they’re doing it backwards.
They’re trying to get before they ever think about how to give.
Let’s fix that.
The Real Goal of Networking
Most people walk into a networking event thinking, “How can I make a sale?” That’s like showing up to a first date with a wedding ring and a detailed proposal. Too soon, my friend. Too soon.
The real goal of networking is not to close a deal in the room—it’s to identify people you want to follow up with and build relationships. The money? The deals? The magic? That happens in the follow-up.
So stop treating every handshake like a sales opportunity, and start treating it like an invitation to a deeper connection.
The 3 Reasons Networking Usually Bombs
1. No Clarity on Goals
If you don’t know what you’re there for, neither does anyone else. Walk in knowing who you’re looking to meet—your ideal partners, clients, vendors, mentors—and what kind of conversations you want to have.
2. Talking Too Much (or Not Enough)
Ever meet someone who monologues about their business until your eyes glaze over? Or someone so vague you’re not sure what they even do? Don’t be that person. Start with a tight, clear 8-second intro (learn to do that here), then ask great questions. Make it about them.
3. No Follow-Up
You leave with a pocket full of business cards, toss them on your desk, and forget all about them. Weeks later, you can’t remember who they were or why you wanted to talk. Effective networking always includes timely, intentional follow-up. If you’re not doing that, you’re not networking.
Here’s What to Do Instead
- Focus on giving value: Make introductions, offer resources, share advice.
- Keep it simple: Just look to identify people you want to follow up with.
- Use a calendar link to make booking calls frictionless.
- Show up consistently and track what’s working.
Networking done right doesn’t feel like selling. It feels like helping. And when people like you and trust you, business happens naturally.
Ready to Stop Failing at Networking?
If this resonated with you, you’ll love my book The Guy Who Knows a Guy’s Guide to Networking. It goes deep into strategies, tactics, and mindset shifts that will change how you connect forever.
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Let’s stop networking the hard way. Let’s do it the right way.