Ten Ways to Build a Powerful Sales Network

In today’s buying environment, customers will only bring salespeople into an opportunity before shopping begins if they believe the salesperson can make the research stage easier and better. If not, customers do the research on their own and call salespeople later for pricing. If salespeople are not viewed as subject matter experts and easy to work with, they won’t receive a call until everyone else is also called for a price … and then it’s too late, except for the cheapest solution. 

Wait, salespeople must be perceived as experts and easy to work with by people they may have never met, really? How does that work?  

Networking, that’s how it works. 

Networking is one of those activities that can accelerate your success at an exponential rate, especially in sales. It’s not just about showing up to events or collecting business cards – it’s about building meaningful, strategic relationships that actually move the needle. So, let’s dive into ten best practices for networking, both traditional and modern, that I’ve seen work wonders: 

Join the Right Organizations

This is step one, and it’s non-negotiable. You’ve got to be intentional about where you spend your time. If you’re a security integrator, for example, don’t only go to industry events where you’re surrounded by competitors, but also join groups where you’re the only security professional in the room – think local business associations, niche vertical market trade groups, or even community organizations. Being part of these groups positions you as the go-to expert in your field. 

Become a Credible Resource

Networking isn’t about selling – it’s about educating and helping. You want people to see you as a trusted advisor, not just another salesperson. That means sharing insights, solving problems, and being genuinely interested in others’ success. And doing all of this for free! When you’re seen as a resource, referrals will come naturally. 

Leverage Social Networking

LinkedIn is your best friend here. Keep your profile updated, connect with people strategically, and don’t be afraid to use direct messages to reach out. But here’s the key: your LinkedIn presence needs to scream credibility. If someone checks out your profile and sees you’re connected to industry leaders or sharing valuable content, they’re way more likely to respond to you. If they see no activity or a bunch of selfies of you at events, they have no reason to return to your profile. Be active and valuable. Comment, ask questions, and be a resource for your digital community. Yes, that probably means you’ll be educating your competition, too. That’s ok.  

Follow Up Like A Pro

Many people who consider themselves good networkers are really only good socializers. The difference between being a socializer and networker is follow-up. Meeting someone is just the beginning. The real magic happens in the follow-up. Send a personalized message after meeting someone, reference your conversation, and offer something of value—whether it’s an article, an introduction, or just a friendly invitation to a follow-up meeting. Don’t feel like this is necessary for everyone you meet, but follow-up is necessary for key contacts. 

Prepare for All Events

Before attending a networking event, take a few minutes to prepare. If you have a plan that is fresh in your head, your plan will manifest. Write down two or three goals for the event, up to three people you want to meet or with whom you’d like to have a meaningful conversation and prepare an ice breaker to make those initial discussions more comfortable. Planning these three things will increase your productivity of every networking engagement you have. 

Be Present and Engaged

When you’re networking, be fully present. Don’t just scan the room for your next target, actually listen to people, ask thoughtful questions, and show genuine interest. People can tell when you’re just going through the motions, and it’s a huge turnoff. 

Speak and Lead

Don’t just join groups and attend events. Take on leadership roles and speak as often as you can. When volunteering for a leadership role, you’ll be able to exhibit your professionalism and intelligence much easier than in a business setting.  

Speak whenever you can. We’ve been conditioned since early childhood to look up to the person at the lectern with awe, so when you speak, you immediately appear to be a subject matter expert. 

Balance Traditional and Modern Approaches

Old-school networking— like attending events, hosting lunches, or speaking at events still has its place. But it’s most effective when combined with modern tools like social media, CRM systems, and AI notetaking tools. For example, you might meet someone at an event, connect with them on LinkedIn, and then nurture that relationship through email or direct messages using personal information that your AI tool captured and documented in your CRM system. 

Nurture Your Database

Create a system in which you are reaching out to at least one person in your database every day. Keep it simple. Sending a text message or email to offer helpful content or simply checking in and asking if there is anything you can do to help them is all you need to do. Do this every day, become a valuable resource for hundreds of people, and watch your sales soar. 

Build Private Networks

This is a game-changer, but also difficult and time-consuming, so either completely engage or don’t do it at all. Don’t get me wrong, a good private networking group could feed your pipeline for the rest of your career, but you’ve got to give it 100%. If you can’t do that, then don’t waste your time.  

Create small, private groups of trusted contacts—other salespeople or professionals that are not competitors but call on the same type of customers. These groups become your inner circle, where you can share leads, make introductions, brainstorm ideas, and support each other. It’s like having a Swiss Army knife of connections at your disposal. 

Networking is about quantity and quality. Using the ideas above, focus on building a few strong, meaningful relationships and try to reach the masses to build a positive reputation. And remember, it’s a long game. The relationships you build today might not pay off immediately, but over time, they’ll become some of your most valuable assets as long as you continue to focus on them and being a helpful resource.