It’s been widely quoted that nearly 70% of Americans hate networking. Other surveys show that most people have great trepidation with small talk. Yet, so many deals, new partnerships, and ideas come from chance encounters, introductions, or dare we say ‘networking’.
Somehow, networking has developed a bad name, and it did nothing to deserve this! At NWI Business Solutions, we train clients and individuals to network as part of their overall marketing and sales strategy, and make it enjoyable. In fact, did you know that ‘networking’ is literally part of our name? NWI stands for ‘Networking with Impact.’ We are all in on it.
Networking done well can open doors that other marketing channels alone can’t. Whether you’re meeting industry colleagues face-to-face or connecting online, authentic networking is one of the most effective ways to grow your business, strengthen relationships, and discover new opportunities. At NWI Business Solutions, we view networking as a natural extension of our NWI Attract-Cultivate-Retain Process™
Unfortunately, many professionals feel uneasy about networking or see it as a necessary obligation. But, the real goal was never to collect a stack of business cards or focus on small talk. Instead, the goal is to form a few meaningful relationships that align with your strategy and create mutual value. When you focus on quality over quantity, networking shifts from a “draining activity” to an energizing engagement that keeps your business connected and growing.
The Value of Strategic Networking
The most successful networkers approach an event or gathering with intention. They know why they’re there and what types of connections will best support their goals. At an event, that might mean having a few thoughtful conversations rather than handing out 100 cards. People remember genuine interaction. The other key element is thinking about ‘giving’. What can I share, not only ‘who can help my business’. This mindset will also help your reputation and brand.
A few tips to make your time more meaningful:
- Be clear about your purpose for attending each event. Are you looking for partners, clients, or industry learnings?
- Identify in advance who you want to meet and learn about them. Reach out to schedule a 1:1 meeting if possible (“I see you will be at the upcoming trade show…)
- Ask questions, listen closely, and look for opportunities to help others; it builds credibility and trust.
Follow-up is where most networking efforts either succeed or stall. A brief thank-you email, LinkedIn message, or invitation to continue the conversation builds momentum. The best follow-ups focus on mutual value, such as sharing a resource, making an introduction, or finding common ground for collaboration. Over time, this consistency transforms one-time meetings into long-term relationships.
No wonder so many people fear or dislike networking. If you show up expecting to sell, be sold to, or it’s a waste of time, then that’s probably what will happen. Instead, reframe with more simplified expectations for a few interesting conversations to take the pressure off.
Networking in the Digital Age
Online networking has expanded what’s possible, especially through platforms like LinkedIn, roundtables, and industry communities. The same principles apply online as in person: authenticity, relevance, and give/take. But online networking adds unique advantages by letting you stay visible between events, connect across industries and geographies, and maintain relationships through check-ins.
To make online networking effective:
- With social media, keep your profile current and aligned with your brand; your digital first impression matters.
- Be intentional with your engagement. Comment thoughtfully on posts, share insights, and spotlight others’ successes.
- Look for warm introductions, who can help you meet the right industry contact, and who you can introduce in your network.
Balancing Energy and Focus
Networking can quickly consume time and energy if it isn’t aligned with your goals. The key is balance. Choose activities and communities that match your priorities. If a particular event or platform isn’t adding value, redirect your effort. The best networking energizes you! It sparks new ideas, expands your reach, and strengthens your confidence in your mission.
Integrating networking into your overall business strategy also helps you stay focused. Treat it as an ongoing investment rather than an occasional activity. Schedule time for outreach and follow-up just as you would for marketing or client work. Small, consistent actions such as checking in with a former colleague, attending an industry event, or introducing your client to a new contact are simple ways to move forward. Build a network that continues to pay dividends.
The NWI Attract-Cultivate-Retain Process™ in Action
Our proprietary NWI Attract-Cultivate-Retain Process™ provides a helpful framework for intentional networking:
- Attract: Start with clarity about who you can help and the value you offer. Authenticity is the basis for attracting your ideal customer and relevant opportunities.
- Cultivate: Nurture relationships through genuine interest, follow-up, and consistency. Small gestures like sharing an article or congratulating someone on a milestone will reinforce connection and help you stay top of mind.
- Retain: Build longevity by maintaining and deepening client relationships, retention, and advocacy by continuing to add value.
From Transactional to Transformational
When you focus on relationships rather than transactions, networking becomes more rewarding. It can serve as a source of learning, collaboration, and growth. The best new clients often start with a simple conversation.
At NWI, we help you reframe networking as a natural part of your overall business strategy, complementing your other efforts.
Speaking of networking, I invite you to schedule a call to learn more about your business and how we can support you: norine@nwibusinesssolutions.com.
This article is authored by Norine Wiebmer, president and CEO of NWI Business Solutions, where she helps companies grow by fostering strong relationships and leveraging strategic sales and marketing strategies.