If you’ve been going to events, meetups, or online groups and wondering why you’re not getting more clients, the answer might be simple: You’re networking with the wrong people.
Most advisors, consultants, and service providers spend way too much time around their peers — and not nearly enough time around their prospects.
What’s Wrong with Traditional Networking
Here’s what typically happens:
- You go to a networking event full of other coaches, advisors, or creators.
- Everyone swaps cards, follows each other on LinkedIn, and nods politely.
- You walk away with a few compliments… but no new business.
Why? Because you’re surrounded by people who do the same thing you do — not people who need your help.
The Real Problem: Professional Echo Chambers
When you keep showing up in spaces full of people who already know what you know:
- You blend in instead of standing out.
- You talk shop instead of talking value.
- You build relationships… but not revenue.
You may feel like you’re “putting yourself out there,” but in reality, you’re just socializing inside your own category. You are hanging out with people you feel comfortable with instead of people who need your help.
What to Do Instead: Go Where the Buyers Are
You need to get in front of the people who:
- Don’t do what you do
- Have the kind of problems you solve
- Already spend money to fix those problems
These are your buyers. Find out where they spend time, and start showing up there several times a month. The financial benefits will surprise you.
Where to Find Buyer-Heavy Rooms
Here are smarter places to focus your visibility:
- Eventbrite and other ticketing platforms make it very easy to run events for people actively looking for whatever it is you do.
- Small business events (e.g., SCORE, SBA, Chamber of Commerce)
- Industry meetups where your clients gather (e.g., real estate, law, healthcare)
- Professional associations that serve your niche (e.g., for HR professionals, CFOs, nonprofit leaders)
- Podcasts, webinars, and panels aimed at non-expert audiences
- Workshops you host yourself with specific outcomes for attendees (e.g., “How to Hire Your First Virtual Assistant”)
In these rooms, you’re not “just another expert” — you’re the only expert.
How to Make the Shift (Without Burning Bridges)
You don’t have to ghost your peers — just refocus your outreach.
- Spend 80% of your visibility time on buyer-facing platforms and events.
- Use peer networking for referrals, partnerships, and support — not client acquisition.
- When asked what you do, speak in terms of client outcomes, not industry lingo.
Example:
- Don’t say: “I help people with SEO strategy.”
- Say: “I help businesses get found on Google without wasting money on ads.”
Final Thought
If you want more clients, stop networking in echo chambers. Start showing up where people already need what you offer — and are actively looking to buy.
You’ll have fewer empty conversations… and a lot more customers.