I go to a lot of networking events. Multiple a month, most months. And I’ll tell you something most people won’t admit: I almost never close a deal at one. If you’re going to networking events expecting to walk out with clients, you’re going to be disappointed, and you’ll probably quit going right before they start paying off.
Networking events do work. Just not the way most people think. Here’s what they actually do, how I use them, and how to stop wasting your evenings at the wrong ones.
What Networking Events Don’t Do
Let’s get the bad expectations out of the way.
- They rarely produce clients on the spot.
- They’re not the place for a hard pitch. Nobody wants to be sold to while holding a drink.
- Collecting 30 business cards doesn’t mean you built 30 relationships.
- One event almost never changes anything.
If you go to one event, hand out cards, and wait for the phone to ring, it won’t. And you’ll decide networking doesn’t work.
I made exactly that mistake early on. I’d go to an event, have some nice chats, go home, and wait. When nothing happened, I’d skip the next one. It took me a long time to realize that the value wasn’t in any single night. It was in being the person who kept showing up. The people who get the most out of networking events are rarely the most charming people in the room. They’re the most consistent ones.
What Networking Events Actually Do
They Make You Familiar
The real value is repetition. When people see you at event after event, you become a familiar face. Familiar faces get trusted. Trusted people get referrals. It’s slow, and it’s powerful.
They Connect Online and Offline
This is the one I’ve seen most in my own business. People come up to me at networking events and tell me they see my videos all the time. Many of them have never liked or commented on a single one. They’ve been watching quietly. Meeting in person turns that quiet familiarity into a real relationship.
They Lead to Other Opportunities
Some of my best opportunities came indirectly from networking events. Not a sale, but an introduction, a speaking invitation, or a conversation that turned into something months later. Several people at events have asked when I’m speaking next. That’s not a client, but it’s a door.
They Keep You in the Local Conversation
In a community like Windsor-Essex, business runs on relationships. Being in the room keeps you aware of what’s happening and keeps you top of mind when opportunities come up.
How I Use Networking Events
I Go to Build Relationships, Not to Sell
My goal is a few real conversations, not a stack of cards. I’d rather leave with two people I’ll actually follow up with than twenty I’ll forget.
I Ask More Than I Talk
People love talking about their business. Ask good questions, listen, and you’ll be remembered as someone worth knowing.
I Follow Up Within a Day or Two
Most of the value of networking events is in the follow-up. A short, personal message referencing your conversation goes a long way. Most people never send one.
I Pair It With Content
When someone meets me in person and then sees my videos for the next three months, the relationship builds without me having to chase it. Networking events and consistent content work much better together than either does alone.
The opposite is true too. Someone who’s been watching my videos for months will often walk straight up to me at an event like we already know each other. In a way, we do. Those conversations skip the awkward small talk and get to real business much faster. That’s what happens when your online presence and your in-person presence point in the same direction.
The Wrong Networking Events
Not every event is worth your time. Here’s what I’ve learned to watch for.
- Rooms full of people selling to each other and nobody buying.
- Events where your ideal clients never show up.
- Groups where nobody follows up or builds relationships.
- Events that leave you exhausted with nothing to show for it, month after month.
One honest observation from my own experience: the people most eager to work with me at some events have been startups and side hustlers without a budget. That’s not their fault, and I’m happy to help with advice. But it taught me to think carefully about which rooms my actual clients are in.
How to Pick the Right Networking Events
- Ask your best clients which events they attend.
- Look for groups that meet regularly, so relationships can build.
- Go to a new event at least three times before you judge it.
- Notice which events actually lead to follow-up conversations.
- Drop the ones that don’t, without guilt.
Your time is limited. Every evening at the wrong event is an evening you could have spent at the right one, or with your family, or recording content that reaches far more people. Being selective isn’t snobby. It’s smart.
I keep a simple note of every event I attend and anything that came out of it. After a few months, the pattern is obvious, and the decision about where to keep going makes itself.
What I’d Tell Anyone Who Hates Networking Events
Plenty of people hate networking events. The small talk, the name tags, the awkward circles. I get it.
Here’s my advice. Go with a simple goal: have two real conversations. That’s it. Ask people about their business. Find one person you genuinely want to talk to again. Follow up. Leave when you’ve done that. You don’t have to work the whole room to get value out of it.
If you’re introverted, arrive early. Rooms are quieter at the start, and it’s much easier to have a real conversation before the noise builds. And bring a friend or colleague you can introduce to people. Introducing someone else takes the pressure off talking about yourself.
Why Networking Events Still Matter
Online visibility gets you noticed. Real relationships get you chosen. In my experience, the strongest businesses do both. They show up consistently online, and they show up consistently in person. People see them everywhere, and that’s exactly the point.
FAQ: Networking Events
How often should I attend networking events?
Often enough that people start to recognize you. For most people, a few times a month at the right events works well.
Should I pitch my business at networking events?
Not directly. Focus on getting to know people. If there’s a fit, the business conversation happens naturally, usually afterward.
How do I follow up after a networking event?
Send a short personal message within a day or two referencing something specific you talked about. Then stay visible.
Consistency after the event matters as much as showing up to it. That’s where most people drop the ball.
Let’s Meet in Person
If you run a networking group, chamber event, or business community and want a speaker who’ll give your members something real to take home, see my speaking topics. And if we’ve met at an event and you want to talk video, book a call.
