Going Solo 23: Why Networking Events Are a Waste of Time for Consultants
Networking events promise meaningful connections and new business opportunities. However, consultants often find the returns from these time-intensive activities underwhelming.
Networking events like seminars and conferences are staples in the business world. But are they actually valuable for consultants?
Often, these events provide little concrete benefit compared to other business development activities. As consultants with limited time, we must be choosy about where we focus our efforts.
Upon closer examination, networking events fall short of providing meaningful connections or tangible results. So what can you do to make better use of your time?
⛔ The Drawbacks of Networking Events
Superficial Interactions: The primary drawback of networking events is that interactions tend to be superficial. When surrounded by dozens of other people and limited by short conversation windows, it’s difficult to foster substantial, memorable connections. The conversations feel hurried and transactional, focused on elevator pitches rather than relationship-building. While you may collect many business cards, few interactions at busy mixers will ever convert into sales.
Time Better Spent on Billable Work: The time spent making small talk at these events pulls you away from billable client work. As a consultant, every hour spent mingling and exchanging pleasantries has an opportunity cost. Often, you’d be better served staying in the office, servicing current clients, or having fewer, deeper conversations with your most promising prospects.
Standing Out is Challenging: Attempting to stand out among the sea of other attendees vying for attention is also challenging.
🤝🏻 More Effective Alternatives
So if networking events often feel like an exercise in futility, where should consultants focus our limited time?
Focus on Digital Outreach: Digital outreach via email, social media, and blogging tends to provide higher returns for driving brand awareness and lead generation.
Attend Strategic Industry Events: Attending niche industry conferences with targeted, relevant audiences also proves more worthwhile than general networking mixers.
Schedule One-on-One Meetings: Another alternative is to schedule one-on-one intro meetings with key contacts, which foster deeper connections. Hosting your own small events with valuable prospects invites more meaningful interactions in a smaller setting.
Get Involved in Groups: Getting involved in professional associations, clubs, and non-profit groups related to your field also helps build relationships organically over time.
📅 Making Events Work for You
This doesn’t mean all networking events are a lost cause.
Have a Clear Goal: Having clear goals beforehand, following up with promising leads quickly, and emphasising quality over quantity of interactions help maximise their value. However, consultants must be selective about attending only the events most likely to produce tangible results.
Follow Up Promptly: Following up with promising leads quickly after the event increases conversions.
Focus on Quality over Quantity: Emphasising quality over quantity of interactions results in stronger connections.
🧾 In Summary
Networking mixers with hundreds of attendees often waste precious time compared to other business development activities for consultants. We’re better off spending that time servicing clients, engaging in digital outreach, and having strategic one-on-one meetings.
With so many options to build your business, networking events should not be prioritised merely out of habit or perceived necessity. Be intentional about where you spend your limited time as a consultant.
Reflection: What business networking activities align best with your personal strengths, interests, and goals as a consultant?
