Networking for Growth: Building Relationships That Lead to Sales
It’s easy to confuse networking with sales. After all, we’re here to grow a business, right? But there’s a big difference between relationship-building and pitch-slinging. Real growth comes from building trust, not just closing deals.
Let’s get into how to build a networking funnel that works - one that keeps your integrity intact and your pipeline full. This is what we mean by networking for sales done right.
Sales and Networking: The Gentle Art of Unselfishness
Yes, you need to make sales. But no one will know you’re a source of authority if you never talk to people.
Networking is a gentle form of marketing. It’s a way to show up consistently, share what you’re working on, and connect people to value - even if that value isn’t you.
Unselfishness is the antidote to scams and empty promises. We like knowing people care about us. We remember the ones who ask how we're doing without an agenda. If you want to be top of mind when someone says, "I need help with...", start by showing up with no strings attached. That’s sales and networking at its best.
Find the Weak Spot in Your Networking Funnel
Most people don’t think of networking as a funnel. They just hope that if they talk to enough people, business will roll in.
But hoping isn’t a strategy.
Let’s look at why your networking sales strategy might be falling short:
Are you connecting with people in the wrong industries?
Are your partners active and serious about relationships, or are they just collecting contacts?
Are you clear about what you do and how to refer you?
Your name needs to come up when people in your network hear about problems you solve. If it doesn’t, there’s a leak in the funnel.
This is what differentiates a casual conversation from a true networking sale. Don’t assume people know how to help you - make it easy and obvious.
How to Be Top of Mind Without Being Pushy
Being remembered isn’t an accident. It’s a result of consistent, thoughtful engagement.
The problem? Most people connect once, maybe twice, then disappear. Out of sight, out of mind.
If you want referrals, create a cadence for check-ins. It can be as simple as:
Sharing a helpful article or resource
Sending a personal update about your business
Asking how they’re doing and what they’re working on
Most people are desperate for leads. You can stand out by being a connector. If you can point someone toward a referral source - even if it’s not you - you’ll earn long-term trust.
This isn't about being fake. It’s about being strategic. That’s what networking in sales should look like.
Be Discerning About Who You Spend Time With
Not everyone you meet is a good fit for your network. That’s okay. You’re not judging - you’re observing.
Here are a few red flags to watch for:
They dominate the conversation with their own pitch
They seem more interested in finding flaws in your business than getting to know you
They never ask how to refer you
If they’re not asking how to help you, they’re probably not planning to. Focus on building relationships with people who value reciprocity.
Sales and Networking Work Best Together
Networking in sales isn’t about pushing. It’s about positioning. When you show up as a helpful, consistent, and intentional presence in someone’s life, you don’t have to “sell” anything.
You become the obvious choice.
So ask yourself:
Are you top of mind?
Do people know who you help and how?
Are you offering value with no expectation in return?
That’s how you build a networking funnel that leads to sales.
And if you need help figuring out where your networking funnel is leaking or any other aspect of your business, Pocket Office is here. Book a Business Soundboard session. We’ll walk through your connections, your cadence, and your next steps to make your network start working for you.
Because relationships build businesses.
And you don’t have to figure it out alone.
