For many small business owners, networking can be an intimidating and awkward process. It’s easy to feel like it’s just about collecting business cards or shaking hands at events, but true networking goes far deeper than that. It’s about building genuine relationships that provide value to both parties, rather than simply pushing for sales.
Jeremy Freeman, an expert in networking and authentic connections, has spent over 25 years helping small business owners transform how they approach networking. If you’re wondering how to make networking work for you, here are some strategies that can help you turn brief conversations into long-lasting relationships that benefit your business.
Why Authentic Networking Matters
Networking is often seen as a necessary evil for business growth, but when you focus on authenticity, it becomes much more powerful. As Jeremy Freeman would tell you, networking should be about human connection. When you approach networking with the mindset of genuinely wanting to know the other person and find ways to support them, you start building deeper, more meaningful relationships that can last a lifetime.
Tips to Network Authentically
- Start with Active Listening
When meeting new people, take the time to really listen to what they’re saying. Ask open-ended questions that invite them to share their story. People appreciate being heard, and by showing interest in what others have to say, you build a rapport and open the door for a lasting connection. - Offer Value First
A key to successful networking is to give before you get. Look for ways you can be of help to others—whether it’s offering advice, sharing resources, or making introductions. When you focus on providing value, the relationships you form will be stronger and more reciprocal in the long run. - Follow Up and Stay in Touch
Networking doesn’t end after the event. Make sure to follow up with people you meet by sending a personalized message or connecting on LinkedIn. Over time, make an effort to stay in touch by sharing articles, resources, or just checking in periodically. - Be Yourself
Authenticity is key. Don’t try to be someone you’re not in order to impress others. Let your personality shine, and focus on building relationships with people who share your values and goals. - Attend Industry-Specific Events
While broad networking events are valuable, try to seek out gatherings where your target audience or peers are specifically focused. By attending industry-specific events or niche meetups, you’ll be able to connect with people who truly understand your business and its challenges.
The Long-Term Benefits of Networking for Your Business
Effective networking isn’t about generating leads—it’s about building long-term partnerships. By nurturing these relationships, you’ll find opportunities for collaboration, joint ventures, and even referrals. These kinds of opportunities can be more valuable than any immediate sale, providing sustained growth for your business.
Networking with Purpose
Networking doesn’t have to feel transactional. When done authentically, it can transform your business and provide valuable relationships that help you grow. By focusing on the human side of networking—listening, giving value, and staying in touch—you’ll build a strong network that helps you succeed in ways you may never have expected.