Networking remains a core component of business development (BD) activities for professionals. While digital channels have been popular, face-to-face networking at events still offers valuable opportunities to:

Raise your professional profile and increase awareness of your firm
Access real-time market insights and industry intelligence
Share and gain knowledge from peers
Develop new ideas and potential business opportunities

In today’s environment, the key to effective networking is approaching it with purpose and a strategy. In this article, we explore how you can maximise the value of your networking efforts.

How to network with purpose

Networking can deliver impressive results but also requires a serious time investment. Professionals who feel frustrated with their networking results often haven’t taken a structured approach or chosen the right events. A focused, goal-oriented strategy can make all the difference.

Set clear networking goals

As with any business development activity, having clear goals helps to keep your networking efforts on track and measurable. Goals will vary based on your experience and the type of event, but here are a few examples to consider:

Overall networking goals

Raise my external/internal profile
Strengthen relationships with existing contacts
Develop new relationships with potential clients or work introducers

Goals for an upcoming event

Meet at least three new high-value contacts
Have business-focused conversations with three known client contacts
Strengthen relationships with two existing clients
Introduce myself to two senior influencers in my sector

Choose the right events

Time is precious, so it’s essential to be selective. The most productive networking events align with your goals and connect you with the right audience. To be more strategic with your approach, try the following:

Ask for recommendations: Speak to clients and trusted contacts about which events they find valuable.
Opt for quality over quantity: Prioritise high-impact events over attending everything you’re invited to.
Seek introductions: Don’t hesitate to ask your current contacts for introductions to people they know who might be valuable connections.

Make an impact: working the room

How you interact at a networking event can make or break your success. First impressions still matter, and people form opinions quickly.

A key principle is to adopt a “How can I help?” mindset rather than ”What can I sell?”. Genuine curiosity and active listening will uncover more opportunities than a hard sales pitch. Show interest, ask insightful questions, and avoid dominating the conversation.

To boost your confidence, prepare a few open-ended questions to help you engage others and steer the conversation naturally. Aim to link what you hear to how you or your network can help.

Prioritise follow-up

A common mistake is failing to follow up after the event. Networking doesn’t end when the event does—following up is where many relationships take root and grow into opportunities.

So don’t forget to build a follow-up into your plan. Set aside time in your calendar for follow-up after every event.

Also, be prompt and personal. Reach out within a day or two with a tailored message. Mention something specific from your conversation to make the message more personal and memorable.

Remember, trust is built over multiple interactions. A face-to-face meeting might be the first step, but following up is what will strengthen the relationship.

Final thoughts

Networking remains a vital tool for building relationships and uncovering new opportunities—if you do it with intention. The professionals who get the most out of it plan their involvement, bring relevant insights to conversations, and commit to a thoughtful follow-up.

Be curious, be current, and be helpful. Focus on building relationships rather than collecting contacts. The more genuinely interested and warm you are, the more positive impression you’ll leave.

Above all, make it easy for others to see the value in staying connected with you. By being proactive and well-prepared, you can turn networking events into powerful business development opportunities.

Getting the most from your networking