If you’re networking and not expecting some kind of ROI, what are you even doing?

I’ve been getting feisty about this online lately. I put up a post asking for networking groups that actually convert: groups where you’re seeing real outcomes like referrals, collaborations, introductions, or clients.

And oh boy, did the kickback come in fast.

People asked, “So you’re only networking for clients?”
“You’re expecting something in return?”
“You’re not just in it for the relationships?”

And listen, I love a good connection. Some of my closest friendships started through networking. But let’s not get it twisted: we’re business owners. Of course we’re looking for clients. That’s not something to be ashamed of.

Networking Is Marketing, And Marketing Should Convert

When I say I want conversion from a networking group, I don’t just mean signing clients on the spot. I mean:

• Are they making introductions when you ask?
  
• Are you landing collaborations?
  
• Are you becoming a guest expert in someone’s program, and vice versa?
  
• Are people referring you or talking about your work in other rooms?
  

That’s conversion. That’s ROI. And yes, that’s what we should be expecting from our networking and marketing efforts.

Because marketing is about generating leads. If you’re not generating leads, then what exactly are you doing?

Stop Apologizing for Wanting Results

There’s this weird narrative online that if you’re networking with the intention of getting business, you’re doing it wrong.

No. You’re not.

What is wrong is expecting every person you meet to buy from you immediately. Sitting across from someone on a Zoom call thinking they’re going to become a client tomorrow is the mistake.

But going into a group, building relationships, staying consistent, and expecting some kind of return over time? That’s smart. That’s business.

And if after a year, or two, you’ve never once gotten a single introduction, a referral, a client, or even a meaningful collaboration, then maybe those just aren’t your people. And that’s OK. But it’s also a sign to stop wasting your time there.

How Do You Know If a Networking Group Is Actually Worth It?

Ask yourself these questions:

• Have you gotten any referrals, collaborations, or introductions?
  
• Are people offering value, feedback, or support?
  
• Is anyone showing interest in what you do or connecting you with others?
  
• Do you feel like your time is being well spent or just taken?
  

If the answer is no across the board, then be honest: What exactly are you doing with your time?

You’re Allowed to Be There “For the People”

A few years ago, I went to a learning event. Someone asked what I was learning, and I said, “Honestly? Nothing new. But I’m here for the people.”

And that got taken the wrong way, like I was just there to use people or “steal” their audiences.

No. I was there to build relationships. To meet new people. To find ways to collaborate. To bring value. To support others and let them support me.

That’s what networking is. And it’s not new.

You Should Be Expecting a Return on Your Time

Your time is valuable. And if you’re investing it in a networking space, you have every right to expect some kind of return.

So let’s stop pretending otherwise. Let’s stop letting the online space guilt you into thinking you’re wrong for wanting business growth.

You’re not wrong. You’re running a business.

Ready to evaluate where your energy’s actually generating leads?

Start asking better questions. Start tracking what’s working. And if a space isn’t bringing you results, or the opportunity to grow into results, move on.

Your business deserves better.