Networking is a marathon, not a sprint

People buy products and services from people. They make conscious and sometimes unconscious choices to do business with those they like and have a genuine connection with.

You might have the best product or service on the market, but it won’t get far if people don’t want to engage with you. That’s why we believe that networking is about connection, not selling.

If you’re a woman in business looking to shift away from transactional networking and into something more authentic and impactful, try these three approaches:

Put a pause on the elevator pitch

Attending a networking event where everyone is pitching at you can feel like watching a TV show with constant ads. Irritating, distracting, exhausting.

Not only does it drain you, but it also drains your audience. Why not hit pause and lead with curiosity instead? Find common ground. Ask questions. Connect on a human level.

You may never get to your “sales pitch” and that’s okay. You might be enjoying the conversation so much that you forget about business goals for a moment and just become your authentic self. That’s the version of you people are more likely to remember.

Don’t be afraid to be vulnerable

People love a good story. And thanks to Simon Sinek, we all know the power of starting with “why.” Sharing your backstory can be a powerful way to connect, while also giving context to your business in a non-salesy way.

Did becoming a mum shift your priorities and lead you down a different path? Did a life event inspire you to help others through your work?

These are the stories that stick with people and make them want to support you. Vulnerability can be one of your strongest tools in relationship-based networking.

Focus on the long term

Repeat custom is easier, faster and more cost-effective than constantly chasing new business.

Would you rather have someone try your product once, or return again and again, maybe even become your biggest fan?

To create long-term business relationships, you need to invest in them early on. Friendships aren’t built in a day, and neither are lasting partnerships. You don’t need to become best friends with every client, but trust and consistency are essential, and they take time.

Let’s build something meaningful

At The Rising Tide Collective, we’re building a community rooted in friendship, not formality.

We believe in connection, presence and real conversations over rehearsed ones.

If you’re looking to meet like-minded women and grow your business through genuine, long-term connections, come join us at one of our upcoming events.

By Elizabeth Dickens