Be Careful of the Networking Trap
Networking is valuable, but it is not selling. Too many business owners confuse the two, and this mistake can slow down growth—or even sink a company.
In cities like London, networking is powerful. Rotary clubs, golf courses, LinkedIn groups, and business events all offer opportunities to meet people and build trust. The more people you know, the easier business feels.
But let’s be clear: networking is about building rapport, not closing deals.
Networking vs Selling
Networking falls under marketing. It’s about:
- Building brand awareness
- Developing a compelling message
- Generating interest in your business
Done right, networking feeds leads into the sales pipeline. But until someone has expressed interest and is ready for a conversation, networking is just the pre-work.
Selling, on the other hand, is direct:
- Identifying a buyer
- Presenting a compelling offer
- Asking for the order
- Closing the deal
That means standing in a room collecting business cards is not selling. Waiting for referrals is not selling. Even maintaining a strong social media presence isn’t selling—it’s social selling support, not the close.
The Real Danger
Many small business owners (and even salespeople) hide behind networking because they’re afraid to pitch directly. They stay busy with coffee chats, social posts, and events, hoping orders will magically appear.
This passive approach may create visibility, but it rarely creates consistent revenue. Without real sales conversations, businesses risk staying small—or failing completely.
When Networking Works
Yes, networking has its place. It builds trust, creates visibility, and opens doors. But unless you move from networking → selling, you’ll always depend on luck.
Look at companies like Apple: they have such powerful products and brand equity that orders flood in. But most businesses don’t enjoy that luxury. They need to sell strategically—with defined sales process steps, a clear value proposition, and measurable targets.
The Solution: A Clear Sales Strategy
If your business growth depends only on chance encounters at events, you don’t have a strategy—you have hope.
A strong sales strategy should define:
- Who your ideal customers are
- How you’ll reach them directly
- What message will compel them to act
- How your team will move them from prospect to client
Without this, networking is just noise. With it, networking becomes a powerful supplement to a predictable sales pipeline.
Bottom Line: Networking is marketing. Selling is asking for the order. Confusing the two is costing you money. Build a strong sales strategy—and stop mistaking handshakes for sales calls.