As business owners, we take several necessary steps to make ourselves visible:

The harder truth? Everything we do is networking and publicity.

​Conversations with people from our kids’ schools, sports teams, church groups, or even waiting in line at Starbucks are all opportunities to share about our business. Even if your business is referral-based, you can grow and scale it by consistently meeting new people and reminding those you already know what you do. (And if you have more customers than you can handle, it’s time to hire help or raise prices!)

No one wants to be around someone who is constantly selling. If every conversation turns into a sales pitch, people will start avoiding you.

Networking is NOT just handing out business cards and telling people you sell a product or service. With thousands of people doing the same thing, you need to stand out in their minds. You need to help them remember who you are and how you can help.

People need to know, like, and trust you before they buy from you. That takes building relationships.

​Here are some things I’ve learned to make networking—both online and in-person—feel less ‘icky.’

Show how you solve problems. A simple statement like, “I help teachers start businesses” makes it immediately clear who I help and what I do. This clarity allows people to either recognize themselves in my audience or think of someone they know who might need my help.

​I can add a “how” through my courses, blog, newsletter, and social media. Stating the problem I solve is more effective than a vague job title like “I’m a business coach.” Many people don’t understand what certain job titles entail, and broad titles don’t express your specific expertise.

Whether it’s a social media post or an in-person conversation, focus on helping people solve their problems. I aim for 80-90% of my content to be free, educational material related to my services through my blog, newsletters, social media posts, webinars, etc.. Not only does this help people, but it also establishes my authority and builds trust.

Not all networking events are worth your time. Choose events based on:

Try different groups to find the right fit. Once you find the best ones, become a regular and consider taking on an active role (such as serving on a board). Deeper involvement leads to deeper relationships, which increases the “like and trust” factor that results in partnerships and customers.

​I also set mini-goals for networking events, such as:

I used to not think about arriving early at networking events, but it’s a strategic choice. When you arrive early:

Be magnetic to attract people to you. Most attendees feel nervous at networking events, so if you exude confidence and charisma, you’ll make others feel comfortable.

​Fortunately, confidence is a skill you can develop with practice. Science shows we are naturally drawn to people who:

If you’re at a loss for what to say, repeat the last thing they said—this often prompts them to elaborate, keeping the conversation flowing.

Don’t wait for people to approach you. Studies show that most people are waiting for someone else to start the conversation. If you take the initiative, they’ll appreciate it and feel more at ease.

Every public-facing event is an opportunity to encourage people to take the next step with you. Before each event, I decide on one simple ask, such as:

By pre-planning my call to action, I’m more likely to use it naturally in conversations.

If networking makes you nervous, I recommend How to Talk to Anyone by Leil Lowndes. It includes **92 actionable tips** to help you feel more confident in a room full of strangers and turn conversations into connections.

Networking doesn’t have to feel forced or salesy. When you approach it with the mindset of building relationships and providing value, it becomes an enjoyable and rewarding part of growing your business.

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