Marketing’s Invisible ‘P’ – Partnerships
The 7 (or we like to call 8) ‘P’s’ of marketing are Product, Price, Place, Promotion, People, Process, Physical Evidence and PARTNERSHIPS.
Partnerships, be that with your clients, referral networks, supply chain, local businesses and local community are the life blood of a resilient, trusted, long‑term business. Relationships are key and networking is an essential part of developing and deepening relationships.
Networking is simply the act of building, maintaining, and deepening those relationships.
Importantly, networking is not limited to ‘networking events’. It happens at exhibitions, conferences, workshops, community events, volunteer projects, online spaces, and in all one‑to‑one conversations. Anywhere relationships are formed, networking is already happening, probably without you even realising.
This guide reframes networking and offers practical tools to help you do it well, even if confidence doesn’t come naturally to you.
Chapter 1: What Networking Really Is (and Isn’t)
Professional networking is the process of building and sustaining mutually beneficial relationships with people over time. It is consistently cited as one of the most important drivers of long‑term career and business success.
At its best, networking is:
- Human, not transactional
- Long‑term, not opportunistic
- Based on trust, not self‑promotion
Why Networking Matters
- Access to Opportunities – Many jobs, partnerships, and business opportunities are never advertised. They move quietly through trusted networks.
- Knowledge Sharing – Networks expose you to insights, mistakes, trends, and shortcuts that are difficult to access alone.
- Referrals and Credibility – Trust travels faster than advertising. A recommendation through word of mouth is invaluable.
- Resource Pooling – Strong networks connect you to mentors, collaborators, investors, and specialist skills when you need them most.
Chapter 2: The Many Forms of Networking
Understanding the different types of networking helps you choose what suits your goals and personality, making you more comfortable and at ease.
Types of Professional Networking
- Casual Networking – Informal coffees, breakfasts, or mixers. Ideal for low‑pressure relationship building.
- Referral Networking – Structured groups where members actively exchange leads. Best for service businesses focused on growth.
- Industry Associations – Sector‑specific groups that build credibility, expertise, and peer recognition.
- Online Networking – Platforms such as LinkedIn, Slack communities, or forums. Useful for global reach and maintaining long‑distance relationships. And can be a great way to carry on the conversations after an event has ended.
- Community and Local Networking – Chambers of Commerce, volunteering, school boards, or local initiatives. Excellent for reputation, trust, and long‑term visibility.
Chapter 3: Core Networking Skills That Actually Matter
Effective networking has little to do with charm, and everything to do with how people feel when they interact with you.
Active Listening
The most powerful networking skill. Listen to understand, not to reply. Ask follow‑up questions and stay present.
The Natural Elevator Introduction
Have a short, flexible explanation of who you are, what you do, and who you help. Aim for clarity, not polish. Your aim is not to sell yourself, but to introduce yourself – no one wants a sales pitch straight away!
Emotional Intelligence
Read the room. Respect energy, space, and context. Seek natural openings rather than forcing interactions.
Open‑Ended Questions
Questions beginning with *how* or *what* keep conversations flowing:
- “What brought you here today?”
- “How did you get into this field?”
Follow‑Up Discipline
Relationships begin after the event. A brief, personalised follow‑up within 24 hours turns a conversation into a connection.
Chapter 4: Practical Networking for Beginners
Before the Event
There are things you can do to prepare yourself for a networking event, especially if you are a beginner and have a touch of imposter syndrome.
- Set a Small Goal – Aim for two or three meaningful conversations — not the entire room.
- Do Light Research – If attendees are listed, identify a few people and note shared interests or recent projects.
- Arrive Early – Early arrivals are easier to approach and less socially intimidating.
During the Event
- Lead with Generosity – Ask how you can help. Networking works on social capital, you deposit before you withdraw.
- Use the Wingman Effect – Attend with a colleague or friend when possible. Mutual introductions ease pressure.
- Exit Gracefully – Conversations don’t need dramatic endings. Simple, polite transitions are enough.
For Introverts
- Choose smaller events or one‑to‑one meetings
- Volunteer for roles that create natural interactions
- Build depth, not breadth
- Attend with others that you already know well
- Remember that you are the expert of your own business!
Remember: most people feel nervous — they’re just hiding it.
Before your next networking opportunity, check you have:
- A clear, up‑to‑date LinkedIn profile
- Business cards (either physical or digital)
- Two reliable icebreaker questions
- A realistic, generous and open mindset
Chapter 5: The Real Barriers to Networking
There can be many barriers that people face when it comes to getting out and networking, especially for the first few times.
Psychological Barriers
- Imposter Syndrome – The belief that you have nothing to offer or don’t belong. This is extremely common.
- Fear of Rejection – Approaching people feels risky. Avoidance often creates the very awkwardness we fear.
- The Authenticity Gap – Networking feels uncomfortable when viewed as manipulation rather than relationship‑building.
- Cognitive Overload – Busy environments can overwhelm introverts, triggering stress rather than curiosity.
Practical Barriers
- Time pressure and short‑term priorities
- Lack of clarity on where to go or why
- Geographic or access limitations
Social Barriers
- Pre‑existing cliques
- Power dynamics and hierarchy
- Unclear cultural or industry norms
Chapter 6: Confidence, Imposter Syndrome, and Self‑Trust
Imposter syndrome does not disappear with experience, it simply evolves. The key is learning to work with it.
Helpful attitudes to have:
- You are not expected to know everything
- Curiosity is more valuable than expertise
- Listening is contribution
Confidence grows through repetition, not personality. Every conversation builds evidence that you belong.
If marketing is about visibility, networking is about belonging. Businesses grow faster and stronger when rooted in real partnerships, shared value, and genuine human connection.
Network like a human first. Everything else follows.