It started with a Panera Bread Sandwich.
No, really. Dave was halfway through his club sandwich when Bob, a self-proclaimed “Know it All,” showed up late by 15 minutes and sat down and launched into a 45-minute presentation—complete with laminated brochures, a laptop presentation, and not eating. By the time Dave finished his sandwich, Bob hadn’t asked a single question or even noticed that Dave’s eyes had glazed over somewhere around “synergy optimization.” When Bob finally paused to breathe, he handed Dave a card, smiled confidently, and said, “Call me when you’re ready to scale.”
Spoiler alert: Dave didn’t call.
Networking isn’t sales. Let’s say that again for clarity: Networking is not sales. It’s relationship-building.
In today’s business environment—especially for small to mid-sized business owners—success often comes not from the pitch you deliver but from the trust you cultivate. When people genuinely connect, they’re more inclined to refer, collaborate, and support each other.
So, how can we do it better? Here are some key components of effective person-to-person B2B networking, grounded in experience and mutual respect:
- Be Curious, Not Just an Interrogator
Networking should feel like a conversation, not a commercial. Instead of focusing on what you’re going to say, listen with purpose. Ask about the other person, using the following as a guide:
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- Who they are (beyond the job title)
- What they do and what lights them up about it
- Where their business operates and serves
- How they help their clients or community
- Why they started or stayed in business
Curiosity is the fastest route to credibility.
- Balance the Conversation
One-sided conversations help no one (except maybe Bob). Good networking is like a good dance: both partners get time to shine. If you find yourself talking for more than five minutes straight, pause and turn the conversation back. Give space, show interest, and remember: the goal isn’t to impress or sell, it’s to connect.
- Pre-Call Planning
Before walking into your meeting, take a few minutes to research who you’ll be meeting. This isn’t just good manners—it’s smart business. Check out their website, LinkedIn, or shared contacts. Knowing something about their business or recent achievements opens the door to meaningful conversation and shows you care enough to prepare.
- Respect Time With the Person You Are Meeting With
Start on time. End on time. Honor the time in between. That doesn’t mean you rush, but be aware of when a conversation has run its course. People remember how you make them feel—and feeling heard and respected ranks much higher than feeling “sold.”
- Make the Other Person Look Good
Even if it’s not said outright, one of the golden guidelines of great networking is this: help others look good—and do not make them look bad. Whether you’re giving a referral, offering a reference, or just showing up with positive optimism, think of yourself as a partner in their success. You’ll be amazed how often helping others circles back.
Now picture this:
Susan arrives at your B2B meeting and, before even sitting down, she greets you by name. She’d looked up your business beforehand and starts with, “I saw you just launched a new service line—that’s impressive!” You brighten up. You exchange stories, challenges, and even a laugh or two about failed early business attempts. By the end of the meeting, you both have a better understanding of each other—not just as business owners, but as people. Susan walks away with a new referral partner. You walk away with trust in someone who “gets it.” No baloney. No hard sell. Just two professionals with open minds, mutual respect, and a shared desire to grow—together.
In the end, successful B2B networking isn’t just about who you know—it’s about how you know them. Invest in people, not pitches. The results will follow.
~ John Anderson
If you need help with anything I’ve discussed here or if you’d like to discuss my suggestions a bit further, please connect with me through LinkedIn or email me at [email protected]. I’d enjoy hearing from you.
(Note from the Small Business Milwaukee team: Watch John exemplify these B2B networking best practices at his Milwaukee Breakfast Club meetups.)
John Anderson’s background is business management. With 35+ years in the banking and finance world, he provides expert guidance through his consulting business, Anderson Advisory Services. His passion lies in helping businesses optimize cash flow, secure funding, and develop sustainable growth strategies.
You are invited to attend attend his Milwaukee Breakfast Club meetups.