Why Networking Feels Useless (and What It’s Actually For)
When consultants and fractional leaders first go out on their own, networking feels like the obvious path: attend events, meet people, get clients.
So they show up.
Three events a week.
Back-to-back coffees.
Talking about their experience and how they can help.
And yet—nothing.
No leads. No real progress. Just a growing sense of frustration:
Is this really how business gets built?
Truth is, networking does work—just not the way most people are using it.
Executive Buyers Aren’t Hanging Out at Networking Events
Let’s get one thing straight: the executive decision-makers you want to reach are not casually attending open networking mixers. They’re not popping into your local professional meetups. They’re running companies.
If they’re anywhere, they’re at industry conferences, investor forums, or customer-facing events aligned with their business objectives.
That means if your goal is to “go network until you meet your buyer,” you’re going to burn out fast.
The Real Goal of Networking
Networking isn’t about meeting your buyer.
It’s about becoming known by the people around them.
Think about it: referrals don’t come from your LinkedIn profile.
They come from someone saying, “Oh, you need help with that? You should talk to…”
But that only happens if people:
Know what problem you solve, and
See you as the person for that problem in a specific space.
At The Coaching Hour, we equip our clients with a focused, high-leverage networking strategy. We help you identify the industry where your expertise carries the most weight—and build visibility quickly in that ecosystem.
It’s not about stacking more meetings.
It’s about using conversations strategically.
We teach a conversational approach that’s not only memorable, but also prompts introductions. It leaves people more likely to think of you (and refer you) the next time your area of expertise comes up. Because when your message is clear, relevant, and repeatable, people carry it with them.
Familiarity Breeds Trust
Repetition matters. The more your name comes up in a focused circle, the more people assume you’re credible—even before they’ve reviewed your background.
It’s a real psychological shortcut: if you’re known in the room, people assume you belong there.
That’s the real power of networking done well—not just collecting business cards, but creating familiarity at scale within a defined ecosystem.
So don’t give up on networking.
Just stop using it like a game of chance.
Focus. Get specific. Make your message prompt introductions.
And trust that influence builds faster when it builds through people—not just with them.
💬 Curious how to refine your message so people know exactly when to refer you?
DM me. Let’s talk about how to make your conversations more memorable—and more effective.
