I've been on stages and in the audience at some of the biggest business conferences on the planet. The keynotes and speeches are valuable, but the real gold lies in the networking.

Being surrounded by driven people is a game-changer. It's a seriously powerful chance to grow your business. 

But there are two types of attendees: Some walk away with connections that ignite their business. Others? They get a useless pile of business cards.

Most people walk into networking events with the entirely wrong strategy, or worse, no strategy at all. I used to be one of them. 

• They try to sell too soon without building real connections.
• They keep conversations at the surface level, making them forgettable.
• They fail to follow up, losing momentum and opportunities.

Years ago, the thought of networking made my skin crawl. As an introvert, small talk with strangers felt like torture. But I learned the hard way that 'winging it' gets you nowhere. So, I figured out a smarter, more intentional approach—one that actually works. This shift led to meaningful relationships with people like Pat Flynn, Mike Michalowicz, and Ayman Al-Abdullah. 

And trust me, if an introvert like me can crack the code, anyone can.

Try this approach at your next event and see the difference.

Step 1: Shift from "What Can I Get?" to "How Can I Help?"

Most people go into networking thinking about what they can gain. The best networkers flip that mindset: they focus on providing value first.

Instead of leading with a pitch, look for ways to help. That could mean sharing a relevant resource, offering an introduction, or even just actively listening.

People remember those who help them, not those who immediately ask for something.

Step 2: Have a Clear, Memorable Introduction

A vague introduction makes you forgettable. Instead of saying, “I’m in marketing,” make your intro specific and compelling.

Compare these two introductions:

• “I run a consulting business.”
• “I help businesses diagnose the gaps in their strategy so they can scale faster.”

The second one is specific, results-driven, and invites curiosity. People remember clarity and confidence.

Step 3: Be Intentional About Follow-Ups

Here's a brutal truth: if you don't follow up within 48 hours, that connection? It's as good as dead. Most people wait weeks, sometimes even months, to reach out. By then, you'll be lucky if they even remember your face, let alone your name. 

Think about someone you met at a store or restaurant months ago. Do you remember their name? Hell no! That's what happens when you let time slip away. Opportunities evaporate. Connections vanish. And you're left with nothing but a pile of forgotten business cards

A good follow-up should be timely, but it should also be strategic.

So how do you know what to say?

If you’re unsure of how to approach your new connection, here are some helpful pointers:

• Reference something specific from your conversation.
• Offer something valuable (a resource, insight, or introduction).
• Keep the relationship moving forward.

Here’s an example of template I use to get started:

"Hey [Name], great meeting you at [event]! I enjoyed our conversation about [topic]. Here’s that resource I mentioned—I think you’ll find it useful. Let’s stay in touch."

A thoughtful follow-up turns a one-time meeting into a long-term connection.

Step 4: Use the Event Roster to Your Advantage

Many events provide attendee lists, speaker lineups, or apps where you can see who’s attending. Ignoring these is one of the biggest mistakes you can make.

These rosters are a gold mine, have contact info, bios, and essentially help you scout good potential connections before you've even arrived.

• Find people in your industry or with shared interests.
• Make a shortlist of 5–10 key people to connect with.
• Reach out before the event with a short message like:

"Hey [Name], I saw you’ll be at [Event]! I’d love to connect and hear more about your work in [industry]. Will you be at [specific session]?"

This makes in-person conversations easier and more natural. Why not take advantage?

Step 5: Stand Out with a Unique Follow-Up Request

Networking events are crawling with those 'Let's connect on LinkedIn' conversations. 

You know the drill: a quick scan of the badge, a generic request, and then… nothing. You've probably received dozens of these yourself. Even if you accept, it's a fleeting connection, easily forgotten in the endless scroll of your feed. 

Generic Connection (The Problem):

LinkedIn Request: 

"Hi [Name], I'd like to add you to my professional network on LinkedIn." (Followed by nothing else)

Why it's weak:

• It's impersonal and shows no real interest.
• It doesn't provide any context or value.
• It blends in with countless other generic requests.

But what if, instead of that generic 'connect' button, you received something genuinely powerful? Something that actually made you stop and pay attention?

Personalized/Genuine Connection (The Solution):

LinkedIn Request (or Follow-Up Message): 

"Hi [Name], it was great meeting you at [Event/Conference]. I really enjoyed our conversation about [Specific Topic]. I was particularly interested in your insights on [Specific Detail]. I've also been working on [Related Project/Idea], and I'd love to continue the conversation."

Why it's powerful:

• It's specific and shows you were paying attention.
• It references a shared experience and builds rapport.
• It provides value by offering a related insight or idea.
• It is a good way to start a conversation.

This makes it easier for them to remember you and continue the conversation.

Networking Is About Relationships, Not Transactions

Too many people treat networking like a cold, hard numbers game. They collect business cards like they're playing bingo. 

But here's the reality: quality always beats quantity. 

Some of the most powerful, lucrative business partnerships started with a simple, genuine connection. That connection grew into a relationship, and that's where the real magic happens.

By focusing on value, clear introductions, smart follow-ups, and strategic event planning, you’ll build meaningful relationships that actually drive business growth.

Tired of awkward, pointless networking? You're not alone. 

We've got three power-packed podcast episodes that will change the way you connect. 

• Jayson Gaignard shows you how to ditch the 'icky' feeling, 
• Nick Gray makes networking easy for introverts, 
• and Dorie Clark reveals how to become the expert in the room.

Get those episodes into your ears, then learn my top tips. It's time to network like a pro.

Lean Marketing Podcast

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