Picture this: you’re at a networking event, clutching a lukewarm cup of coffee, and someone approaches you with a smile that’s just a tad too eager. Before you can say “Nice to meet you,” they’ve shoved a business card into your hand, rattling off a pitch that sounds rehearsed enough to win a Tony Award. We’ve all been there, and let’s be honest—no one likes to be sold to. But here’s the thing: everyone loves to buy.

Networking is essential for solo practitioners and small to medium-sized businesses (SMBs). It’s the lifeblood of building connections, creating opportunities, and yes, making those sales we all secretly (or not so secretly) desire. But here’s the catch: successful networking isn’t about shoving your business card into as many hands as possible. It’s about the delicate dance of give and take, making connections that feel genuine and reciprocal.

The Networking Tango: Why It’s a Two-Way Street

Imagine networking as a dance, the tango of the business world. It takes two to tango, and just like the dance, networking should be a graceful give and take. No one likes the person who hogs the spotlight, nor do they appreciate the one who steps on their toes (figuratively speaking, of course). So how do you master the art of this dance?

  1. Lead with Value, Not a Sales Pitch: When meeting someone new, resist the urge to dive into your elevator pitch. Instead, focus on what you can offer them—whether it’s advice, a valuable introduction, or simply an interesting conversation. Show genuine interest in their business, ask questions, and really listen. People remember those who make them feel valued, not those who try to sell them something within the first five minutes.
  2. Be a Connector: Networking isn’t just about what others can do for you; it’s also about how you can help others. If you know someone who could benefit from meeting your new connection, make the introduction. Playing the role of connector can be incredibly rewarding and often leads to opportunities you wouldn’t have found otherwise.
  3. The Follow-Up, Not the Follow-Through: Remember, networking doesn’t end when the event does. A simple follow-up message can go a long way. But please, let’s make it a little more engaging than the standard “It was great meeting you.” Reference something specific from your conversation to show that you were actually paying attention and not just planning your next pitch.
The “Don’t Be That Guy” Guide to Networking

Every networking event has that guy. You know, the one who’s more interested in getting his point across than listening to yours. Let’s break down a few “Don’t Be That Guy” tips:

  • Don’t Be the Business Card Bandit: Handing out business cards like confetti at a parade isn’t going to win you any friends. Exchange cards when it feels right—when there’s been a genuine connection or a clear opportunity to follow up.
  • Don’t Be the Monologuer: Networking is a conversation, not a monologue. If you notice the person you’re talking to nodding politely while their eyes glaze over, it’s time to stop talking about yourself and start asking about them.
  • Don’t Be the Phantom: You make a great connection, have an amazing conversation, and then… poof! You disappear into the networking abyss, never to be heard from again. Don’t be the Phantom of the Networking Opera. A quick follow-up, even if it’s just a LinkedIn connection request with a personalized note, keeps you on their radar.
The Magic of Buying (and Being Bought)

At the end of the day, everyone loves to buy, but no one likes to be sold to. The key is to make people feel like they’re making the decision to engage with you, rather than feeling like they’ve been cornered into it. By creating value, being genuinely interested in others, and following up in a way that continues the conversation (rather than ending it with a sales pitch), you make it easy for people to want to buy what you’re offering—whether that’s your product, your service, or just you as a professional contact.

Networking for the Long Game

Networking isn’t a sprint; it’s a marathon. Or maybe more like a slow dance at prom—awkward at first, but rewarding if you stick with it. It’s about building relationships over time, not just collecting a stack of business cards. And like any good relationship, it requires effort, authenticity, and yes, a little bit of give and take.

So next time you find yourself at a networking event, remember to loosen up, put the business cards away (at least for the first five minutes), and focus on building real, meaningful connections. Who knows? You might just make a friend, not just a contact. And as we all know, it’s a lot easier to buy from a friend than from the Business Card Bandit.

Author

Don Noble, a Partner at the Florida CFO Group and the owner and founder of Accelebron, has an extensive background in financial leadership and advisory roles. Leveraging his wealth of experience, he collaborates with businesses to optimize their financial and technological strategies, fostering growth and resilience in a dynamic marketplace. Don is also a doctoral student studying CFO leadership at Liberty University. You can also visit Don’s LinkedIn Profile for more information.