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September 8, 2025 How To

How to make networking less transactional and more genuine

By Nancy Marshall, Marshall Communications
Nancy Marshall of Marshall Communications
Photo / Tim Greenway
Nancy Marshall

Over the Labor Day weekend, I was sitting on a dock on Damariscotta Lake with a group of women friends. As part of a rambling conversation, one of them said, “I really know enough people. I don’t care if I ever meet any more people.”

Immediately, the hackles on the back of my neck went up. 

As someone who has built her life and career around having an extensive network of people, I told them that we can never know enough people. I genuinely believe that having a large network of people who know, like and trust you is the key to success and happiness, both personally and professionally. 

I realize that I am not normal. My millennial sons frequently remind me that I do not need to talk to everyone. It reminds me of those TV commercials for Progressive Insurance where “Dr. Rick” says, “Don’t become your parents,” and he shows older people striking up a conversation in an elevator, at the airport or in a parking lot.

So as we head into the fall season of conferences, webinars, breakfasts and industry mixers, it’s easy to feel overwhelmed by the sheer number of networking opportunities. The question is, how do you navigate them strategically? Here are five tips for strategic networking success.

Bring your business cards (or strategic equivalent)

Whether it’s a traditional business card or a digital version, make it easy for people to remember you. Some people now use QR codes or digital contact apps that allow for instant sharing. Whatever your method, be sure your name, email and LinkedIn profile are easily accessible.

Connect on LinkedIn in real time

One of my favorite strategies is to send a LinkedIn request during or right after meeting someone. That way, you don’t forget later, and they will remember who you are because the interaction is fresh.

How many times have you tried to remember someone’s name a week later and you have no recollection, but then you need what they have to offer, whether it’s a landscaper, a personal injury lawyer or a bookkeeper for your small business? 

Focus on common ground 

Networking is a two-way street. If you go in only thinking about what you can gain, you may come across as transactional. Instead, look for opportunities to be helpful. Did they mention they’re looking for a new vendor? Do you know someone who could help? Did they share an interest in skiing, travel or cooking?

Shared experiences are often the seeds of long-term connections. If you can refer someone you know who does what they need, that’s called goodwill, and it will come back around and help you down the road. 

Body language and first impressions 

Never underestimate the power of a smile. A genuine smile, eye contact and a confident handshake set the tone for authentic connections. Nonverbal communication often speaks louder than words. Be approachable. Stand tall but relaxed. Don’t cross your arms. These minor adjustments make others feel comfortable approaching you.

Follow up

The event itself is only the beginning. Real networking happens afterward in the follow-up. Within 24 to 48 hours, reach out with a personalized message. Reference something specific you talked about: “It was wonderful to learn about your work in renewable energy. I’d love to introduce you to a colleague of mine who’s also in that space.”

If it’s someone I really want to make a long-term connection with, I send them a handwritten note in the mail. Because that's so rare these days, that really makes an impression. People will keep a note, but they won’t keep a text or an email. 

Showing up 

When you consistently show up as someone who listens, helps and adds value, your reputation grows. People will begin to see you not only as a connection but as a trusted resource. Showing enthusiasm for meeting people will make you memorable. 

You never know if that person you meet is the one person who will help you land a new job, introduce you to your future spouse or perhaps even save your life when you step out onto a busy street in front of a speeding car after the event. 

About the author

Nancy Marshall, a regular Mainebiz columnist, is CEO of Marshall Communications.

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