Working Towards Better Business Networking

At Icon Corporate Events, we know a thing or two about bringing the right people into the room. With years of experience producing both consumer and business events, we've seen the good, the bad and the awkward side of networking.

One of the biggest mistakes people make at networking events is treating them like sales opportunities. Networking is not about pitching your business the second you shake someone’s hand. It’s about forming meaningful connections with people who could contribute to your business ecosystem in a variety of ways:

1. Future client or customer

2. Strategic partner or collaborator

3. Industry insider who expands your network

4. Trusted supplier or vendor

5. Referral partner with access to your ideal audience

Approach networking with an open mind. You’re not just hunting leads – you’re building a community of allies and advocates.

Getting Prepared: Before You Enter the Room

To get the most out of a networking event, a little preparation goes a long way:

Research the host organisation – What do they stand for? Who do they typically attract?

Get to know the organiser – They’re often happy to connect you with relevant people if they understand your objectives.

If attendee lists are shared – Identify 2–3 key people you'd like to meet. Don’t aim for everyone.

No list? No problem – Ask the organiser about the industries or sectors represented.

Bring business cards – Yes, even in the digital age. Some people still prefer something tangible.

Nervous? You’re Not Alone. Here's How to Settle In

Many people feel uneasy walking into a room of strangers. Here are three tips to ease the nerves:

Prep is key: Know who you want to meet and have a few conversation starters ready.

Set realistic goals: Aim to connect with 2–3 people in a meaningful way. Quality over quantity.

Keep it natural: Don’t try to impress. Be genuine, curious, and present in the conversation.

Making Conversation That Matters

Start by learning about them, not selling yourself. Ask open-ended questions:

• How long have you been in the business?

• What problems do you help solve?

• Who are your ideal clients?

• What do your clients value most about your work?

Curiosity creates connection. If you’re nervous, asking thoughtful questions is one of the best ways to shift the focus away from yourself.

When It Doesn't Click

Not every event will be a success. If you find yourself on the outside of a tight-knit crowd:

• Look for someone else on their own. Chances are they’re feeling the same way.

• Approach the organiser – it's often their role to facilitate introductions.

• If it truly doesn’t feel like the right fit, don’t be afraid to leave. Not every event will be your crowd – and that’s okay.

Follow-Up: The Missing Link

Many people drop the ball after an event. Don’t be that person.

• Send a brief follow-up email or LinkedIn message within 48 hours.

• Suggest a coffee, virtual chat or lunch to explore synergy.

• Show you've done your homework – reference their business or something they shared.

• Keep it genuine. People can spot a hard sell a mile away.

Online vs. In-Person Networking

Online networking, popularised during COVID, is here to stay. And for good reason:

• It’s time-efficient and cost-effective.

• It allows broader geographic reach.

• It's less overwhelming for introverts.

That said, in-person events still offer a depth of connection that’s hard to replicate online. The ideal strategy? Do both. Use virtual events for reach and learning, and in-person for relationship-building.

Tips for online networking:

• Use breakout rooms to have real conversations.

• Chat directly with attendees via private message.

• Have your LinkedIn or digital contact info ready to drop in the chat.

• Follow up just as you would after a face-to-face event.

Final Tips from the Icon Team

• Focus on connections, not transactions.

• Do your homework before events.

• Follow up and build relationships, not contact lists.

• Be authentic. People remember how you made them feel.

• Stay active both online and offline.

Business networking is a long game – but when done right, it becomes one of the most valuable tools for sustainable growth and strong brand presence.

Need help planning your next business event or networking activation?

Let Icon Corporate Events help you bring the right people into the room – and turn introductions into impact.

Contact us at info@iconcorpevents.com or visit www.iconcorpevents.com.au