If you’ve ever walked into a networking event, clutching your business cards like they were your last line of defense, you’re not alone. For many new business owners, networking feels awkward, forced, or downright confusing. You might be wondering, “Do people actually get clients from this?” or “Why am I here again?”
The truth is: networking is one of the most powerful tools you can use to grow your small business — not because it’s a quick sales strategy, but because it’s a long game built on connection, trust, and community.
And yes, it’s a skill — one that takes time, practice, and a few mistakes to master.
Why Networking Matters More Than Ever
As the owner of a coworking space, I attend a lot of networking events — sometimes three a day, five a week, or even more when the calendar fills up. That might sound excessive, but for me, networking is the heartbeat of my business. Every small business owner I meet is a potential client, a potential partner, or a potential connector who knows someone else I can help.
Coworking spaces like mine thrive on community — we’re hubs for entrepreneurs, freelancers, and small business owners who don’t have the built-in culture that comes with a big corporate office. For many of my members, our coworking space becomes their water cooler, their break room, and their business family.
So when I network, I’m not just promoting Office Evolution Troy. I’m also representing the idea that community fuels business growth. Whether someone needs a mailbox plan, a conference room, or a quiet office to take client calls, I make sure they know we’ve got them covered — and if we can’t directly meet their needs, I connect them to someone who can.
That’s what real networking is about. It’s not about collecting names — it’s about creating value.
How I Learned Networking the Hard Way
When I first started networking, I did what most new business owners do: I went to every event I could find, handed out as many business cards as humanly possible, and followed up with everyone. And when I say everyone, I mean everyone.
I thought I was crushing it — until I realized I had no idea what I was doing.
I annoyed people. I said the wrong things. I treated networking like speed dating for sales. It took me about six months to figure out what actually works: relationships.
It’s not just about introducing yourself and delivering a perfect elevator pitch. It’s about listening — really listening — to what the other person does, what they need, and what they’re passionate about.
My current approach is simple:
- Introduce myself.
- Say one quick thing about my business.
- Then start asking questions.
Because the better I understand someone else’s business, the better I can connect them to opportunities. Sometimes that means I refer clients to them. Sometimes it means they refer clients to me. Either way, it’s a win.
The Do’s and Don’ts of Networking Etiquette
If you’re new to networking, here’s the best piece of advice I can give you: treat every person you meet like a human being, not a transaction.
It sounds obvious, but you’d be amazed at how many people forget this. Some walk into a networking event like a shark in a fishbowl — ready to close a deal, hand you a card, and move on before you’ve even finished your coffee. Spoiler alert: that’s not networking. That’s cold calling in person.
✅ Do: Focus on Connection, Not Conversion
Networking isn’t about landing a client on the spot. It’s about planting seeds that can grow into future opportunities. The most successful networkers play the long game.
For me, in the coworking industry, it’s common for a lead to take 60 days to two years to convert. People don’t usually wake up one morning and say, “I think I’ll get a coworking membership today.” It’s often tied to major life or business changes — a new job, a move, a downsizing, or the decision to finally take their side hustle full time.
So I show up, again and again, until they’re ready.
🚫 Don’t: Pitch Before You Connect
When you’re desperate for sales, everyone knows it. It comes across in your tone, your energy, even your body language.
Instead of trying to “close” people, try to curate relationships. Ask questions. Learn their story. Find ways to support them. When people feel seen and understood, they’re far more likely to think of you when your services are needed.
The Three Pillars of Networking: Know, Like, and Trust
You’ve probably heard this before: people buy from those they know, like, and trust.
That’s not just a catchy saying — it’s the foundation of every successful business relationship.
Here’s how that breaks down in real life:
1️⃣ Know: Be Present and Consistent
You can’t build relationships if no one knows who you are. Attend events regularly. Be the familiar face who always says hello.
Even if you don’t talk business every time, simply being present builds recognition.
2️⃣ Like: Be Approachable and Genuine
Don’t be all business, all the time. Ask about someone’s weekend, their dog, or their favorite restaurant. You don’t have to overshare your life story but remember that people like doing business with people they like.
And if you come across as cold or robotic, you’ll break that “like” factor before it ever gets started.
3️⃣ Trust: Deliver on What You Say
Follow up. Keep your word. Give good referrals. And if you can’t help someone, don’t fake it — point them toward someone who can.
In a small business community, your reputation is your currency. If you do shady work, make excuses, or ghost on commitments, people find out. Fast.
Networking Mistakes I See All the Time
Let’s be real — networking mistakes happen. I’ve made plenty myself. Here are a few of the most common ones I see (and occasionally still commit when I forget my coffee):
-
Talking too much about yourself.
If you’re doing 80% of the talking, you’re doing it wrong. The best networkers ask questions and listen. -
Not following up.
Collecting business cards means nothing if you never reach out afterward. A quick “Nice to meet you!” message can go a long way. -
Being overly formal or stiff.
Professional doesn’t have to mean robotic. Loosen up — smile, laugh, and show your personality. -
Treating networking as transactional.
When you treat people like walking wallets, they’ll treat you like spam. Focus on genuine connection instead. -
Forgetting to have fun.
Networking isn’t just work — it’s an opportunity to meet amazing people who understand the small business journey.
Finding Your Networking Niche
The best part about networking? There’s truly a group for everyone.
From industry-specific meetups (marketing, finance, legal, etc.) to broader community groups (young professionals, minority-owned businesses, women’s organizations), you can find a room full of people who “get it.”
If one event feels awkward, try another. Not every group will be your crowd, and that’s okay.
🧭 Your Networking Sweet Spot:
Ask yourself:
- Do I feel comfortable here?
- Are people engaged, not just exchanging cards?
- Am I leaving this event energized or drained?
When you find the right group, you’ll know. The conversations will flow easily, people will follow up, and you’ll start building genuine relationships that last.
The Power of Women’s Business Networking
This part of the journey is especially close to my heart.
Coming from a male-dominated corporate background, stepping into women’s business networking was like stepping into sunlight. Suddenly, I was surrounded by women who got it — ambitious, creative, and juggling ten things at once.
Women’s business groups tend to be collaborative, supportive, and refreshingly real. We celebrate each other’s wins, troubleshoot each other’s challenges, and genuinely root for each other’s success.
I’ve found that women often face unique challenges when it comes to sales and networking. We’re sometimes taught to “tone it down,” to avoid being too forward or confident. But in women-led networking spaces, that pressure fades. You can show up as yourself — no apologies necessary.
If you’re a woman business owner, I can’t recommend these spaces enough. You’ll find your peers, your mentors, and sometimes even your best clients — all in one place.
What Makes a Great Networking Event (and How to Spot a Bad One)
After attending hundreds of networking events, I’ve seen the full spectrum: the good, the bad, and the painfully awkward.
A great networking event has three essential ingredients:
☕ 1. Coffee (or something equally energizing)
If your event starts before 10 a.m. and there’s no coffee, I’m out. It sounds small, but it matters. People are more comfortable — and far friendlier — when there’s something warm in their hands. Coffee stations, light snacks, or even water bottles make a huge difference in the vibe of the room.
👥 2. A Solid Mix of Attendees
Good events have diversity — not just in background, but in business type and energy level. If you walk into a room and everyone’s doing the same thing, it limits cross-pollination. You want variety: insurance agents, accountants, marketers, creatives, tradespeople, and yes, coworking owners too.
🧭 3. A Purpose and a Facilitator
The best events have a clear flow. Whether it’s structured introductions, open mingling, or a featured speaker, attendees should leave feeling like their time was well spent.
Now, let’s talk about the other kind — the dreaded bad networking event.
If there’s no clear purpose, no energy, and no one seems to want to be there, it’s time to quietly finish your coffee and move on. I’ve also learned that if an event charges a high fee but delivers little value, that’s a red flag.
There are so many free or low-cost options for business owners that paying for mediocre networking just isn’t worth it. Save your budget for the events that genuinely move the needle for your business.
Networking Is a Skill, Not a Personality Type
One of the biggest myths I hear is: “I’m just not good at networking.”
Here’s the truth — no one is, at first. It’s awkward. It’s messy. And you’ll say a few cringe-worthy things before you get comfortable. That’s normal.
The key is to treat networking like any other business skill: practice, observe, adjust, and try again.
If you’re an introvert, you don’t have to become the loudest person in the room. Focus on smaller conversations and meaningful connections. If you’re naturally outgoing, channel that energy into helping others feel included.
Networking isn’t about being perfect — it’s about being present.
Why Networking Works: The Relationship Ripple Effect
Networking doesn’t just build your client base — it builds your ecosystem.
When you consistently show up and contribute value to your community, your name becomes top of mind. People start recommending you, not because you asked them to, but because they trust you.
That’s when the magic happens. The person you met three months ago introduces you to someone who’s ready to buy today. The client who used your services refers their business partner. The relationship web keeps growing, and suddenly your business has momentum you didn’t have to buy with ads or discounts.
It’s free marketing — but built on trust instead of transactions.
The Bigger Picture: Community Over Competition
Small business ownership can be lonely. You don’t have built-in coworkers, lunch breaks, or Friday happy hours — unless you create them.
That’s one of the things I love most about my work at Office Evolution Troy. Every day, I get to help entrepreneurs find their tribe. Whether they’re renting a private office, using our meeting rooms, or simply picking up their mail, they’re surrounded by people who get it.
We also host networking events of our own, as well as regular meetups for community groups that need a professional, central place to gather.
So if your networking group is looking for a place to meet consistently, we’d love to have you. Office Evolution is designed for connection — and networking is where connection begins.
Final Thoughts: Show Up, Be Human, Keep Going
Networking isn’t about being the smoothest talker or the best salesperson. It’s about showing up — consistently, authentically, and with a genuine desire to connect.
You’ll have awkward conversations. You’ll go to bad events. You’ll forget someone’s name. And that’s all okay.
Because at the end of the day, networking isn’t about perfection — it’s about people.
So grab your business cards, your courage, and maybe a strong cup of coffee, and get out there. Introduce yourself. Ask questions. Follow up. Build relationships that last.
And if you ever need a place to start, you know where to find me — at Office Evolution Troy, where business meets community.
