Networking produces work when it is narrow and reciprocal, and produces nothing when it is broad and extractive. The contacts that matter are rarely made at general networking events. They come from doing visible work in a defined industry, from existing customers, and from people who do something adjacent to you and serve the same buyers.
The mechanics below matter more than how many events you attend.
Go where your buyers already are
Industry associations, trade shows, supplier days and sector conferences put you in front of people who buy what you sell. General entrepreneurship events put you in front of other people selling.
Both have value, but only one produces customers. Be clear which you are attending for.
Adjacent businesses are the best referral source
Someone serving the same customer without competing with you is the most valuable contact available: an accountant for a bookkeeper, an electrician for a builder, a caterer for an event planner.
Referral arrangements cost nothing until they produce something, and they compound because both sides benefit from maintaining them.
Follow-up is the actual skill
Most networking fails in the week after the conversation. A specific, prompt follow-up referencing what you discussed is worth more than fifty business cards.
Keep a simple record of who you met, what they need and when to contact them again. Nothing about this requires software, and almost nobody does it.
Give first, and be specific about what you want
Introductions, useful information or a referral given without expectation is what makes people take your call later. Networks built purely on asking stop returning messages.
Equally, vague requests get vague responses. Asking to be introduced to a named type of buyer is actionable in a way that asking for help is not. Free structured business support and mentor networks are available through the Small Enterprise Development and Finance Agency.
Frequently asked questions
Where do useful business contacts come from?
Industry events where your buyers are, existing customers, and adjacent businesses serving the same customers without competing.
Are general networking events worth attending?
They build peer relationships rather than customers. Be clear which you are there for before spending the time.
What is the most overlooked part of networking?
Follow-up. A prompt, specific message referencing the conversation is worth more than a large stack of contacts.
Why do referral partnerships work so well?
Because both sides benefit, they cost nothing until they produce something, and they compound over time.
How should I ask for help?
Specifically. Asking for an introduction to a named type of buyer is actionable; asking for help generally is not.
Further reading
Originally published in September 2018. Updated September 2026 into practical guidance on building a network that produces work.
