Guide to networking: skills every business owner needs

There’s an old saying: Your network is your net worth, and a supportive network is one of the key ingredients to starting a successful business.

But it’s easier said than done. For those new to networking, it can be difficult to know what you’re supposed to do or how to approach people without feeling awkward, even with a strong elevator pitch.

At Startups, we’ve been advising entrepreneurs for 25 years, and we believe the key to successful networking involves strong communication skills, finding the right people, and good storytelling.

Below, we’ll share the fundamentals of successful networking, helping you approach every conversation with confidence and turn new connections into real opportunities.

How to network in person

There are many ways to network in person, whether it’s through an official event or simply by inviting connections to meet for coffee. Here are a few tips to help you feel more confident in doing so:

• Be approachable: It might sound simple, but being approachable makes it easier for others to start a conversation with you.
• Look for common ground: This could be sharing relatable challenges, recent wins, or even hobbies and interests that you have outside of work.
• Keep it light: Networking doesn’t have to feel like a sales pitch, so unless you’re at a formal event, treat it more like meeting new friends.
• Follow up: A quick message afterwards (e.g., LinkedIn, email, or text) goes a long way in keeping the connection alive.

How to find networking events

You can find networking events through local business groups (e.g., Chambers of Commerce or coworking spaces), Eventbrite, LinkedIn, or by asking friends, colleagues, or anyone who might already know the best spots to meet new connections.

But you shouldn’t choose any event at random. Instead, you should consider a few things first:

• Your goals: Are you looking for mentors, partnerships, clients, or do you just want to grow your network? Choose events that match what you want.
• The size of the event: Smaller events are easier for meaningful conversations, whereas bigger ones are good for meeting lots of people quickly.
• The event’s format: Some networking events have panels, workshops, or pitching sessions, so you should choose one that fits your style.
• Whether it’s relevant: For example, industry-specific events usually offer more valuable connections than random meetups.

What to do before you go out to network

Your first networking event can feel a little nerve-wracking, but a bit of preparation goes a long way. Here are some tips on getting yourself ready before you step out the door:

• Keep your goal in mind: Whether you want to meet potential clients, find collaborators, or just practice your networking skills, it’s important to know why you’re going.
• Have your pitch ready: Just in case someone wants to know more about your business, or you end up meeting someone important (e.g., an angel investor or business partners).
• Bring business cards: Both printed and digital business cards are one of the easiest ways to make sure people remember you, so don’t forget to bring your own.
• Do your research: If you know who’s attending, check out their profiles or companies so that you have a conversation starter.

How to start or join a conversation

This can be one of the most daunting parts of a networking event, especially if you risk interrupting someone or don’t know what to say. But you can break the ice by:

• Looking for open body language: Ensure you smile, make eye contact, and approach people who seem open to chat.
• Asking open-ended questions: For example, “What brought you here?” or “What projects are you working on?”
• Joining an existing conversation politely: Wait for a natural pause (to avoid interrupting anyone) before introducing yourself.
• Listening more than talking: This includes following up on what they say to keep the conversation going.

How to network online

Networking doesn’t have to be in person, as there are tons of ways to build connections online, whether it’s through social media or just a simple email.

The key to networking effectively online boils down to being intentional and genuine through these simple strategies:

• Engaging before reaching out: Comment on posts, share insights, or just congratulate people on milestones. This will make your eventual outreach feel natural instead of random.
• Personalised connection requests: Avoid generic messages. Instead, mention something you have in common, or why you’d like to connect.
• Starting thoughtful conversations: Focus on building a genuine connection, not just adding people for the sake of it. This could be asking questions, sharing ideas, or offering help if they’re struggling with something.
• Virtual events: Webinars, online workshops, and live Q&As are good places to meet people and start conversations online.
• Following up: Like with in-person events, a quick message afterwards keeps the connection alive and the conversation going.

Which online platforms are best for networking?

The best platform for networking ultimately depends on your goals, industry, and the type of connections you want to make — whether that’s clients, mentors, partners, or investors.

However, here’s a rundown of some of the best options to get you started:

• LinkedIn: Great for sharing insights, commenting on posts, joining groups, and connecting with people in your industry.
• X (formerly Twitter): Perfect for engaging in conversations within your field, following thought leaders, and joining trending discussions.
• Industry-specific forums and communities: Sites like GitHub (for developers), Dribbble (for designers), or even specialised Discord groups can be useful for niche connections.
• Facebook Groups: There are plenty of professional groups on Facebook, where you can ask questions, share advice, and connect with like-minded people.
• Reddit: Subreddits related to your industry can help you learn, share ideas/knowledge, and meet people who could become valuable contacts.
• Clubhouse: This platform allows you to join real-time discussions and meet people in a more casual and conversational setting.

How to start an online conversation

Starting a conversation online can be just as tricky as in person. However, what’s important is to be thoughtful, clear, and to show genuine interest in the other person. Here’s how to kick things off:

• Don’t waste their time: Be sure to still use an elevator pitch and state clearly what you want.
• Personalise your message: Don’t be generic. Instead, mention something specific about their profile, recent post, or work.
• Ask an open-ended question: For example, “I noticed your post about [topic] and found it very useful. How did you approach that problem?”
• Share your social media links: This could help to establish credibility (providing your social media business accounts are well managed).
• Be polite and patient: Not everyone responds immediately. Follow up once if needed, but don’t hassle or pressure them.

How to turn acquaintances into a network

Once you’ve got someone’s contact details, the next step is to actually maintain that connection.

This can be a little difficult, but to avoid your connection becoming just another name in your contacts list, here are a few tips you should follow:

• Follow up quickly: Don’t let the connection end after the first chat. A quick follow-up message, even just a simple thank you for their time or insight, can help maintain the connection.
• Make it personal: Mention something specific you talked about so it feels personal and not generic or copy-pasted. This shows that you were listening and that you care about their interests and needs.
• Keep engaging: Like their posts, reply to updates (e.g., congratulating a milestone), or just check in once in a while. You could also drop a message every so often to keep the relationship going.
• Be helpful: Share resources, articles, or events they might find useful. Again, this shows that you’re paying attention to their interests and adds further value to the relationship.
• Suggest a clear next step: This could be sharing resources, a brief follow-up meeting (e.g., a quick call or grabbing coffee), or even just agreeing to stay connected on LinkedIn so that the conversation doesn’t end at the event.

7 tips for networking effectively

Effective networking isn’t just about showing up and handing out business cards.

Instead, it’s about building real relationships, making meaningful connections, and leaving a positive impression that lasts.

These simple strategies can help you feel more confident, have better conversations, and turn the most important interactions into an opportunity to grow your network.

1. Develop your social and communication skills

Good communication is at the heart of effective networking.

Ensure you know how to engage, listen, and read the room. This means being able to sense the right moment to approach someone, figure out who is open to conversation, and share your ideas without coming across as pushy.

You should focus on being attentive and present. Ask open-ended questions that encourage conversation, pay close attention to body language, and match the other person’s energy to make the interaction feel natural.

2. Master your elevator pitch

A good elevator pitch typically summarises who you are, what you do, and the impact you can bring, all within a few short, concise sentences.

You only ever have a very limited time to make a first impression, so use this brief window to effectively convey the expertise and knowledge you can offer, as well as a solid overview of the type of person you are.

A strong elevator pitch should highlight your expertise, the problem you solve, or the value you add. Make sure to practice it until it feels comfortable, but avoid sounding too rehearsed — people respond better to authenticity than perfection.

3. Identify key people

Not every connection will be equally valuable, so it’s important to identify who in the room can actually help you achieve your goals — whether that’s gaining clients, finding collaborators, or investment opportunities.

To do this effectively, research the event or attendees in advance if possible. Think about who matches best with your objectives and how you might approach them in a friendly, natural way. This could be as simple as starting with a shared interest, asking about their work, or mentioning a mutual connection.

4. Keep notes

It’s easy to forget details about people you meet, especially if you’re networking with multiple contacts in a single event.

After meeting someone, write down a quick reminder about what you discussed and any personal details. This can help you remember important details and make follow-ups more personal, which is important to building lasting relationships.

5. Practice storytelling

Instead of merely listing facts about your job or experience, share a story that tells people what you do or why you do it.

For example, instead of saying “I run a marketing agency”, you could say: “I help small businesses grow by turning their ideas into marketing campaigns that actually reach the right customers, like the time we helped a local bakery double its online orders in just three months.”

Stories are more memorable and give people a reason to engage with you.

6. Don’t be afraid to step away

Not every conversation will be perfect, and that’s okay. Forcing a chat that isn’t going anywhere only wastes your time and the other person’s. Networking is about quality, not quantity, so if a conversation isn’t flowing the way you want it to, simply step away politely.

You can do this by thanking the person for their time and expressing that you hope to connect again. This leaves the door open for future interactions without any awkwardness and allows you to move on to more meaningful conversations.

7. Mind your timing

During events, be respectful of people’s time. Long conversations can hog attention and may stop others from connecting with you. That’s why short, engaging interactions often leave a better impression than long, drawn-out chats.

You should be conscious of the flow of the event. If someone seems eager to move on, wrap up politely, exchange contact details, and suggest following up later. This demonstrates professionalism and consideration, and still gives you a chance to build valuable connections.

Conclusion

Networking is more than just exchanging business cards or collecting contacts; it’s about building genuine relationships, learning from others, and finding opportunities for collaboration.

Whether you’re networking in person or online, the key is to be intentional, authentic, and consistent. And with the right soft skills, a strong elevator pitch, and following up properly, you can turn even brief encounters into long-lasting connections.