Why Networking Is Still the #1 Growth Tool for Business Owners (And How to Do It Right)
A few years ago, I sat down for coffee with someone I’d only met once at a networking event. I wasn’t expecting much more than a friendly conversation. But that meeting turned into a referral that became one of my best long-term clients.
That’s the power of networking—it’s not about closing deals on the spot, it’s about planting seeds that can grow into opportunities when you least expect it.
Why Networking Still Matters
Networking still matters in business for (3) important principles. See them below.
Principle #1 Opportunities show up through people
Business owners often think opportunities come from marketing campaigns, advertising, or even luck. But more often, they come from people—someone who remembers you, trusts you, and connects you with the right person at the right time.
Principle #2 Trust is built face-to-face (or screen-to-screen).
In a world where anyone can Google your business in seconds, relationships are what make you stand out. Showing up consistently—whether in-person at a local chamber mixer or online through thoughtful LinkedIn posts—builds credibility faster than any sales pitch.
Principle #3 When you gain clients, you also gain knowledge.
Networking isn’t only about selling. It’s also about learning. Being around other business owners gives you new perspectives, ideas, and sometimes the exact solution to a challenge you’ve been wrestling with.
Modern Networking Strategies That Still Work
The old idea of networking like the awkward small talk, collecting business cards, and pushing your pitch—just doesn’t work anymore. Today, it’s about authentic connection and blending digital with real life.
1. Use social media as your handshake. Platforms like LinkedIn, Instagram, or even TikTok can be your introduction before you ever meet someone in person. Share insights, comment on their posts thoughtfully, and let people see your personality and expertise. Think of it as efficient networking at scale.
2. Embrace virtual meetups. Online events, webinars, and masterminds have made it possible to build relationships across the country—or even across the globe. They’re efficient, accessible, and often lead to follow-up one-on-one conversations that feel more personal.
Did you know? Sales Club USA has (2) monthly events on our calendar where you can meet others virtually. We have our Meet, Greet & Collaborate where individuals can bring ideas for feedback, get to know each other, and look for others to collaborate with; and our Entrepreneur Alliance where we connect online to discuss topics entrepreneurs care about.
3. Find your niche rooms. Instead of going to every event, seek out communities where your ideal clients or partners are already gathered. That could be an industry association, a local co-working hub, or even a small private group on a platform like Slack or Facebook. The smaller the pond, the easier it is to stand out.
4. Make the follow-up your superpower. A short note after meeting someone—“Great to connect today, here’s that resource I mentioned”—goes further than most people realize. Following up is where casual conversations turn into real relationships.
5. Lead with value, not with asks. Nobody enjoys the person who shows up only when they need something. Flip the script. Make introductions, share advice, and highlight someone else’s work. When you give first, people naturally want to give back.
6. Blend online with offline. Yes, social media is powerful. But shaking someone’s hand at a local event or even sitting down for coffee builds a different kind of connection. The sweet spot is combining both—use digital tools to stay visible, and engage in-person time to deepen trust.
Final Thoughts
Networking today is less about transactions and more about relationships. It’s about showing up as a genuine person, offering value, and letting trust do the heavy lifting. The best part? You never know which conversation will spark your next big opportunity.
So the next time you’re debating whether to join that event, hop on that virtual call, or send that follow-up message—remember: one conversation could change the trajectory of your business.
Sales Club USA offers events, programs, and workshops so you can build skills in sales, marketing, leadership, and many other topic areas. Learn about membership and attending events.
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