The Role of Business Networking in Discovering New Opportunities.

Are you a business professional feeling frustrated with the constant struggle to find new, qualified clients? You’re not alone. Traditional networking events can feel like a numbers game, filled with fleeting conversations and little return on investment.

A number of years ago I was speaking at a networking event with more than 300 people in attendance, when I asked the audience “How many of you came here hoping to do some business–maybe make a sale?”? More than half the people in the audience raised their hands.?I then asked, “How many of you are here hoping to buy something?”? No one raised a hand–not one single person!?

Dr. Ivan Misner the Founder of BNI Global , and named the “Father of Modern Networking” by both Forbes and CNN, is considered to be one of the world’s leading experts on business networking, and he calls this "The Networking Disconnect" in his book of the same title.

Dr Misner writes "the main difference between selling and networking is that in a sales process the goal of the interaction between two people is the sale of a product or service. When networking, this sale could be the consequence of a contact that is built with respect and care. Hence, it is clear that the sale is not the goal of networking.You need a way to build strong, reliable connections that translate into real business growth."

This is where the power of business networking comes in. Imagine a network where members actively seek opportunities to refer you business because they know, like, and trust you. They understand your value proposition and the problems you solve for your clients. That’s the magic of referrals, leading to increased sales, brand awareness, and a steady stream of qualified leads.?

But how exactly does networking lead to new opportunities?

Expand Your Circle

When was the last time you caught up with a college mate over co?ee or lunch? Re?ecting on the good times you spent together highlights the positive vibe you share with someone. For beginners, expanding your circle for new connections is key. Friend of a friend—doesn’t that sound like an easy and terri?c way to start a conversation and expand your circle?

These new connections can provide access to opportunities or insights you might not have known about otherwise. By broadening your network, you’re increasing your chances of discovering new opportunities that can elevate your career or business to the next level.?

The Power of Referrals

Another way that networking can help you discover new opportunities is through the power of referrals. When you build strong relationships with people in your network, they are more likely to think of you when an opportunity arises. They may even refer you to someone who is looking for the skills or services that you o?er. Referrals are a great way to get your foot in the door and showcase your expertise to a wider audience.

Did you know that a BNI member survey revealed that members globally generated an average of $218,000 in closed business through referrals in the past year? Structured networking environments, like those offered by BNI, can help you cultivate these strong relationships and increase your chances of receiving high-quality referrals."

The Role of Serendipity

And let’s not forget about the power of serendipity. Sometimes, you just happen to be in the right place at the right time and meet the right person who can help you take your career or business to the next level. By putting yourself out there and attending networking events, you increase your chances of experiencing these serendipitous moments.?

Now that you understand the power of networking, here are some tips to maximise your efforts.

Show Up and Be Present:

Attend networking events, conferences, and other industry events to meet new people and build your network.

Be Helpful:

Look for ways to help the people in your network, whether it’s by making a referral, sharing an article, or o?ering your expertise.?

Embrace Serendipity: Be open to new experiences and opportunities that may come your way through your networking efforts.

Taking Your Networking to the Next Level

While traditional networking events o?er value, organizations like BNI provide a structured environment speci?cally designed to help you build strong, referral-based relationships. BNI fosters a community of trusted business professionals who actively support each other’s growth.

Ready to unlock the true power of strategic networking? Find a BNI chapter near you or send me a contact request and I will point you in the right direction, and see how BNI can help you achieve your business goals!

Mandi Moore Jackie Pousson Colin Nisbet Steve McKenna Vera Cloe Zebrowska Jane Buchan