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?
Well, here’s what typically happens:
- You go to a networking event full of other folks who do what you do.
- Everyone swaps cards, follows each other on LinkedIn, and nods politely.
- You walk away with a few compliments… but no new business because these folks are not your customers.
Why? You need to hang out with people who actually 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.
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
How do you find your potential customers? If possible, start by asking your current customers where they looked before they found you. Ask them what they Googled. Ask them what events they went to. Ask them what sites they read. If you don’t have current customers, it’s time to pretend you are your customer. Actively look events, meetups, articles, podcasts, panels, and workshops that purport to solve the problems you can solve. Start going to these events, reaching out to these hosts and media makers, and, work with them to reach their customers. You can do this as a featured guest or as a sponsor. Here are smart 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 often the only expert.
How to Make the Shift (Without Burning Bridges)
You don’t have to ghost your peers. There are good reasons to be friendly with your competition. They can often throw you business that’s too big or small for them. If you ever want to sell their company or you ever want to sell yours, there’s a chance you could do a good deal together. But to actually earn a living:
- 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 conversation and a lot more customers.