Networking is one of the most powerful tools in business, yet so many people fail to use it strategically. They show up, chat with a few people, collect business cards, and then… nothing happens. Those contacts sit in a drawer or get lost in an email inbox, never turning into real business opportunities.
If you’re serious about meeting your sales goals, you need a smarter approach. Here’s how to network strategically and ensure your efforts actually lead to meaningful business relationships.
1. Know Who’s in the Room & Set Goals
Walking into a networking event without a plan is like grocery shopping without a list – you’ll wander aimlessly, pick up things you don’t need, and forget the essentials.
If possible, research the attendee list in advance and identify key people you want to connect with. But even if you don’t know who will be in the room, have a clear strategy. What are your goals for the event? Who do you need to speak with?
Don’t spend the entire time chatting with familiar faces who aren’t your target audience. While it’s comfortable to stick with people you already know, growth happens when you step outside your comfort zone. Be intentional—introduce yourself to new connections, seek out decision-makers, and start meaningful conversations.
Instead of trying to talk to everyone, focus on quality over quantity. A handful of strong connections will always be more valuable than 50 rushed introductions. A strategic approach makes all the difference
2. Make the Connection Stick: Book the Next Step
Too many people think exchanging business cards is the goal. It’s not. A business card is just a piece of paper unless you take action.
If you meet someone who could be a valuable connection, don’t just say, “Let’s keep in touch.” as a matter of fact as a German this drives me MAD. Take control of the follow-up process:
- Book a meeting on the spot: If the conversation is promising, pull out your calendar and set a time to chat further.
- Connect on LinkedIn (or their preferred platform): Professional services decision-makers are usually most active on LinkedIn. If they use Instagram or Facebook more, follow them there.
- Send a personalised follow-up: Within 24 hours, send a message referencing your conversation. A simple “Great to meet you, I loved our chat about [topic] – Would you be interested din taking our conversation further?” goes a long way.
3. Leverage the Power of Email Marketing
Not every networking contact will turn into an immediate sale, but that doesn’t mean they should be forgotten.
Ask for permission to add them to your email list. Especially if you provide valuable insights through newsletters. Just to be clear, this isn’t about spamming; it’s about staying on their radar with content that benefits them. Position it like this:
“I send a monthly email with industry updates and practical tips. I think you’d find it useful. Would you be happy if I added you?”
If they agree, you’ve just created a long-term touchpoint that keeps your name in front of them.
4. Engage Consistently to Stay Top of Mind
The people you meet at networking events are bombarded with new connections all the time. If you want to stand out, you need to engage beyond that initial introduction.
- Like and comment on their posts: Show up in their notifications regularly without being pushy. A thoughtful comment on a LinkedIn post can be more effective than a cold email months later.
- Check-in strategically: Set reminders to follow up every few months. Even a simple, “Hey [Name], we met at [Event] a while back. How’s everything going?” keeps the connection alive.
- Provide value: Share an article, introduce them to someone in your network, or offer insights related to their business. People remember those who help them.
Networking Without Follow-Up Is Just Socialising
If you’re serious about meeting your sales goals, networking needs to be more than just shaking hands and swapping business cards. The key is strategy:
✔ Know who is in the room
✔ Book the next step immediately
✔ Connect on the right platform
✔ Leverage email marketing (with permission!)
✔ Stay engaged beyond the first meeting
When done right, networking becomes a powerful tool for growing your business. It’s not about who you meet – It’s about who remembers you when they need your services. So go beyond the chit-chat, take action, and turn your connections into real opportunities.