Networking made simple for small business owners

Does the word "networking" make you want to hide behind your coffee cup?

Many small business owners find networking uncomfortable, unclear or hard to turn into real results.

In this Lunch and Learn, sales outreach specialist Leisa Pickles shares a simple, structured approach to help you feel more confident and get more value from the time you spend meeting people.

Learn what to say when introducing yourself, how to start conversations naturally and how to follow up in a way that builds genuine business relationships.

Discover how to choose the right types of events for your personality, goals and ideal customers so you're not just networking more, but networking smarter.

Perfect for founders who want networking to feel easier and more natural and actually lead to opportunities.

Topics covered in this session

• A clear, easy-to-use formula for introducing yourself confidently (without sounding pushy or scripted)

• How to choose networking events that suit your style, business goals and ideal audience

• A simple before-during-after approach to help you turn conversations into meaningful connections and opportunities

About the speaker

Leisa is the founder and chief go-getter at Find me the Leads®, an independent sales consultancy supporting SMEs with sales outreach.

With over 25 years in sales, including roles at Mars Incorporated, Leisa founded her consultancy in 2018.

She's a best-selling author and was named Enterprise Nation Sales Adviser of the Year in 2023 and 2024. Leisa also co-hosts the Scale Up Your Sales & Marketing Podcast.

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Transcript

Lightly edited for clarity.

Mark: Good afternoon, everybody. We'll give it 30 seconds or so as we let people in from the waiting room, and then we'll get started with today's Lunch and Learn.

Hello, everyone, and welcome to today's Lunch and Learn. My name is Mark, and I'll be your host today.

For those of you attending a Lunch and Learn for the very first time, Enterprise Nation is a vibrant community platform for start-ups and small businesses.

I'm really pleased to introduce Leisa Pickles, founder of Find Me The Leads. In this session, Leisa will share a simple, structured approach to help you feel more confident and get more value from the time you spend meeting people.

If you have any questions throughout today's webinar, please post them in the chat, and we'll do our very best to answer them at the end of the session.

As always, today's webinar will be recorded, and we will send a follow-up email with the recording and any further resources later today.

So, without further ado, over to you, Leisa.

Leisa Pickles: Thank you, Mark, and welcome, everyone, to today's Lunch and Learn. It's great to be here.

My name is Leisa Pickles, and I'm the founder and chief go-getter of Find Me The Leads, which is an independent sales consultancy supporting food and drink founders with their sales outreach.

I'm also the author of the book you can see on the screen, The Only Salesperson in the Room: 52 Ways for Small Business Owners to Master the Art of Selling.

I wrote it to help small business owners unleash their inner salesperson and get better at presenting themselves and their businesses in rooms and situations similar to networking.

So let's get started.

I've just come from a networking meeting myself this morning. I was up bright and early, left the house at 6:15 to go to a networking breakfast meeting down in Peterborough. I live in Newark in Nottinghamshire, so I have very much been practising the art of networking myself this morning.

I'm really excited to have you here today and to get started on this topic.

Today's topic, networking, has come about because there have been lots of enquiries through the Enterprise Nation platform from small business owners and members of the Enterprise Nation community like yourselves asking for help with networking.

That is actually a good sign, because it demonstrates that we recognise networking is an important tool for us to master as small business owners.

This is what we're going to cover today: how to choose networking events that suit you and your goals, a clear formula for introducing yourself confidently, and a simple before, during and after approach to turn conversations into real opportunities.

Let's get started.

Let's have a show of hands, or some words in the chat. When you hear the word networking, or you're faced with the prospect of going networking, how does it make you feel?

What feeling does that word or activity bring up in you? Do you feel awkward? Do you feel drained at the prospect? Or do you feel excited?

Tell me in the chat. I'd love to know.

The first two words are obviously very negative, and if you feel those, that's perfectly fine. That is how lots of people feel, and it's probably one of the reasons you're here today.

But that is also probably largely down to your approach to networking so far.

That stems from some common challenges we all face when we start networking, or when we go back to networking after a period away.

What do I say? Which events do I go to? How do I even find them? It feels awkward to start conversations.

How do I go up to strangers and start a conversation not knowing who they are or where the conversation is going to lead?

Or maybe you've given up networking because you've been repeatedly going to events but not getting results.

When I say results, I mean extending your network, finding customers and clients, finding collaborators, or finding suppliers.

Or perhaps you've left with lots of business cards but no real connections. You may have connected on LinkedIn or collected a card, but what do you do with that information once you receive it?

If you feel, or have felt, any of the above, I would highly recommend that it's time to try a new approach.

This is really important: networking is not about pitching.

This is not a mini Dragons' Den-style activity. This is not a pitch-fest. This is not somewhere you go to sell yourself or your products or services.

It's about having conversations, exploring with curiosity the other people in the room, building relationships, and being consistent.

And when I say consistent, I mean turning up to events multiple times. Nobody should expect to go to a networking event once and get the exact result they want from that activity.

You need to approach it consistently.

I think this is really important. If you go into a networking event thinking, "I'm going to have quick conversations, find out about the other people in the room, and start to form relationships, and I'm going to go back again," that really changes the way you turn up and show up in that room.

If you go thinking, "Here I go, best sales face on, I'm going to pitch myself and my business," that affects how you feel, the confidence you project, and your overall experience of the event.

So it's really important that you choose the right rooms to go networking in.

These need to be rooms where your ideal customer hangs out, or where your ideal suppliers are, and they need to align with your business goals.

If your business goal is to expand your customer base in a certain sector, then you need to go to rooms that represent that sector.

You also need to think about the type of connections you want. Are the people in the room the type of connections you want to build or get to know in your business?

There are three types of room.

There are peer rooms, where you go to meet your peers. Often, as small business owners, we do this because we want the company of other small business owners in a similar position. We want to bounce ideas off them and get reassurance that what we're experiencing and the challenges we're facing are not unique to us.

There are buyer rooms, where there are definitely going to be people who might buy your services.

And there are connector rooms, where you go to build relationships with people who can ultimately connect you to others.

How do you choose the rooms you want to be in? Ask yourself five simple questions.

Sector. I work specifically with food and drink businesses, so I always want to be in rooms where there are people from the same sector as me.

For example, the event I went to this morning was a food business breakfast. That was absolutely right in terms of the sector that I support.

That matters because it gives you insight into the sector and what's happening.

Location. There are two ways to look at this.

Is your business location-specific? Are you looking to build relationships with business owners in a particular geographical area? Do you serve a specific location?

But also think about it from a practical point of view. If you live in Scotland, it's probably not logistically viable to keep travelling down to London just to go to a networking event, unless you're attending virtually.

Budget. This is important.

Networking events range from free to very expensive, and you need to understand what matters for you and your business.

When you attend paid events, the people in the room are usually more intentional about being there, because they have paid to attend. Typically, that creates a more engaged and collaborative audience than events which are free.

But there is absolutely a place for free events.

I host a free local meetup for Enterprise Nation, and that works because we want to get as many people in the room as possible.

But as your business grows and you want to get more specific about the audience you're connecting with, it may be time to spend money on the right events.

Time. I mean time of day.

Personally, I'm a morning person, so I absolutely love a breakfast networking event. I get up, get dressed, get out of the house, I'm fully focused and switched on, and then I have the rest of my day to go about my business as normal.

So think about the time of day that suits you best. Is it early morning? Mid-morning? Lunchtime? Evening?

You also have to appreciate that evening events have a different vibe. Typically, they happen after traditional work hours, so there are often people there who are more in a social mood and more interested in having a drink and getting to know people on that level.

So choose the time of day that suits you so that you can turn up confidently and present yourself at your best.

And finally, the style of event.

Are you looking for an event where you get the opportunity to stand up and introduce yourself to the room?

Or are you looking for an event where you walk into a room and it's up to you to work the room, find the groups and start the conversations?

Think about your style and the style of networking that suits you best.

I particularly like having the opportunity to introduce myself to the room.

I'm a sociable person and I don't mind going up and speaking to people I don't know, but I do find the whole walking in and working the room quite difficult.

So how do you introduce yourself confidently?

Every networking conversation eventually leads to, "So what do you do?" It's common ground. It's a conversation starter.

We want to understand what the person we're speaking to does. Name badges definitely help, but in the absence of that, it becomes the default question.

So how do you respond?

Here's the simple introduction formula: I help [who you help] to achieve [the result you deliver] through [how you do it].

For example, mine is: "I help food and drink brands get their products onto retail shelves by starting conversations with the right buyers."

Some people call this an elevator pitch.

If you haven't heard that phrase before, it comes from this idea: if you got into a lift on the ground floor with someone like Richard Branson, and you had from the time the lift left the ground floor to the time it reached the fifth floor to introduce yourself, how would you do it?

Short, to the point, punchy, specific and direct.

This works because it takes the emphasis away from you. It talks about the person you help, the result you get for them, and the value that you bring.

It is not your job title. It is not, "Hi, I'm Leisa. I'm business development manager at X."

It is about you as a person, the clients you serve, the result you get for them, and the value you add.

Here are some examples of conversation starters: what brings you here today? What are you working on at the moment? What's been your biggest win this year?

I particularly love "What are you working on at the moment?" because it allows people to talk about something broader than just their job title or client base.

I was on the receiving end of that question a lot last year, so I wonder if it was doing the rounds.

It's just a really warm, open, friendly question that demonstrates curiosity and gets the conversation started.

And this is really important: people remember how you made them feel, not your pitch specifically.

They remember the conversation they had with you and the feeling it gave them. That's what leaves a lasting impression, and that's what we're aiming for.

Now, let's look at a before, during and after approach to turn conversations into real opportunity.

Networking is not just about the time spent in the room. It is about three stages: before you're there, while you're there, and after you're there.

Most people focus only on number two – what they do in the room during the networking event.

It is so much more than that.

Before the event, decide who you'd like to meet.

If you're lucky enough to be at an event where they share the delegate list in advance – which they did this morning at the event I went to – is there anybody on that list you would particularly like to meet?

If there is, engage with the host and ask them to connect you to that person.

I think it's absolutely acceptable to do that. In fact, the event I went to this morning was hosted by a firm of solicitors, and when I spoke to a couple of them during the breakout, they said, "Is there anybody here today that you'd like to meet?"

Hosts are often very open to making those introductions for you.

So decide who you'd like to meet, and prepare your introduction. That is really important.

And what I would say is this: if you are a business that offers multiple services, or you have your main business and then a number of other things you do on the side, be specific to one business and one message.

There's nothing to stop you changing that each time you go, but be really clear about your reasons for being there in that moment.

Do not say, "Hi, I'm Leisa. I do this, and this, and this, and this."

It's too many messages. It's too confusing, and people will remember nothing.

Set a simple goal.

If this is uncomfortable for you, get comfortable being uncomfortable and say, "I'm going to push myself to speak to at least three people."

It is definitely quality over quantity.

This is not about saying, "I went to a networking event and spoke to 20 people."

I would rather you had three conversations of value than 20 conversations where all you walked away with was a name and a business card.

Quality over quantity every time.

But do push yourself. Don't get stuck in a one-to-one conversation for the whole event. Push yourself to meet more people.

And here's a bonus activity: before I go to a networking event, I always share on social media that I'm going.

I'll say I'm really looking forward to going, I'll tag the business, and if it's hosted by a particular person, I'll tag them too.

I'll say what I'm most looking forward to. For example, this morning there was a speaker, so I tagged the speaker and the topic title.

The reason that's important is because it draws people to you before the event has even started.

Normally, I would add a call to action as well, such as, "Who else is going?"

You can then start connecting with people before you've even walked through the door.

And if you're shy or not especially confident about this kind of thing, then you've already created a business buddy to speak to when you get there. You've started networking before the event has even begun.

During the event, focus on conversations. As I said, it's quality, not quantity.

Approach your conversations through a lens of curiosity, not selling.

It should always be you asking them, not you telling them, and you should always be listening more than you're talking.

When they're speaking to you, listen. Ask questions that build on what they've just told you, and genuinely show an interest in what they're saying.

Again, I cannot reinforce this enough: quality over quantity every time.

After the event, this is where you either close off the opportunities or build on them.

Within 24 to 48 hours, connect on LinkedIn or whatever your platform of choice is.

In fact, most people do that now at the event. I do have business cards, but most of the time I'll say, "Are you on LinkedIn? Great, let's connect."

And you can use the QR code on LinkedIn so that they can scan you straight away.

So find out which platform they use, where they spend their time, and connect with them there so you can continue the conversation and build the relationship.

Then send them a short message.

I do not mean pitching your product or services. I mean, "Hi, it was really nice to meet you today. I enjoyed our chat about…"

That demonstrates that you listened, that you're keen to develop the relationship, and that you see this as an ongoing conversation.

The networking event is the start of what could become a really valuable relationship, so treat it that way.

Also, what I do – and I will do this later today – is write a bit of a summary or synopsis of the event and share it on social media.

Something like: "Loved the event today. My key takeaways were this, this and this," and then I tag key people, including anyone I chatted with or met for the first time.

Again, that brings it full circle.

Before the event, you announce that you're going. While you're there, you meet people and connect. And after the event, you demonstrate that you were there, present and engaged, and you invite people to connect further.

But this is really important.

The mindset shift is something I really, really encourage you to think about.

Networking becomes easier when you remember that you are not there to sell.

You are there to meet people, learn about businesses, stay curious, build relationships, and understand that sales come later.

That's why it is really important to show up consistently at the same event, because that demonstrates that you are there with the intention of building relationships.

So really focus on that.

And I'm sorry, but you are not going to get a sale in the first meeting you attend.

You need to see this as part of your ongoing sales strategy.

The more people you connect with, the more people who know about your business, the more people who understand the products and services you offer, the more likely you are to get referrals, enquiries and people coming to you.

So this is a significant mindset shift that you need to take on board to make networking easier for yourself.

Three things to do this week.

Choose one networking event based on your preferred style and the five things we talked about: time of day, location, sector, paid or free.

Work on your one-sentence introduction: what you do, who you serve, the value that you bring, and how you do it.

And follow up with three people that you've possibly met recently, but then just walked away from and never spoken to again.

If you can't do that because too much time has passed, then plant the seed now that after your next networking event, you will follow up with three people.

These simple actions create momentum and make networking something that you enjoy rather than something that you dread.

If you found today helpful, my book goes into this topic in much more detail.

There is a link there to a quick read, which shares three of the 52 tips with some extra context around them.

Please scan that and have a look. This subject is so important, and doing it well will really unlock opportunities for your business.

So, over to questions.

Mark: Thanks, Leisa. That's brilliant.

Do continue to post your questions in the chat. Lots of key words there at the start as well – dread, excited, anxious, exhausted – so there are plenty of directions we could go in.

Leisa, many founders obviously do feel awkward networking, and you've spoken about that mindset shift. What's the biggest mindset shift that helps people move past that initial discomfort?

Leisa Pickles: Practice. Practice makes perfect.

It often stems from a bad experience. It's a bit like in my world, where I work in sales.

So many people feel negative towards sales because of a bad experience they've had. They've had sales done to them, and it's completely turned them off.

That's why so many small business owners say, "Oh no, I don't do sales," because of experiences they've had.

I think it's okay. Quality over quantity.

If networking fills you with dread, find a friend to go with and use that friend as your crutch to help get you through the door – a familiar face in a room full of unfamiliar faces.

But when you're there, say to yourself, "I'm just going to push myself to speak to one other person."

Once you've done it, it becomes easier.

I think it's absolutely okay to go networking with a friend if that helps you get through the door in the first place.

But do not stay glued to that person for the entire event. Use that person to help build your confidence.

You can say to each other, "Right, we're here now. Let's challenge ourselves to speak to one other person."

Mark: Brilliant.

And what are some of the subtle signs that someone is trying a bit too hard when networking, and how can people avoid that?

Leisa Pickles: You always need your exit line.

Something like, "Oh, I need to go to the toilet," or, "I've just seen someone I know over there."

You need a way to leave that isn't just, "You're boring me. See you."

But you will always get the person who is there purely to pitch. That is their only mission. They've got their business cards in hand, and they're going to thrust them into as many hands as possible.

With those people, the onus is on you to say thank you very much and then make an exit and move away.

You are there to get what you want out of the event. Do not stay locked into a conversation with somebody who is basically ramming themselves down your throat.

Mark: And then another question from Rory: how many quality contacts should you be meeting in a week or a month? And how many events do you attend in a month?

Leisa Pickles: I've become very focused with my events.

I now do fewer events because I want them to be sector-specific.

Unfortunately for me, because I work in food and drink, most of the events are in London, which involves travel and expense.

So I would rather do fewer, high-quality events than lots of events that don't add value.

I also go to events where I'm just going because I want company. I feel like I need my people fix, and I want to connect with other small business owners because I want that community to go to when I'm feeling a bit lonely or isolated.

But in terms of events, it's not about saying, "I've attended 10 events this month."

No. You need to pick the right ones and go to them fully prepared, intentional about working the room or connecting with the right people, and then following up.

And when you start to spend more money on events, that's when I would really urge you to use this pre-, during- and post-event approach: tell everyone you're going, be there and be present, and then tell everyone you went.

There's a saying that if it's not on social media, it didn't happen. I know that sounds cringe, but there is an element of truth in it.

Use the event to create content for your audience.

Mark: Brilliant.

And then one final question: how do you choose the right networking event? You've touched on quality and making sure it's the right one, but is there anything specific that helps you choose the right events?

Leisa Pickles: What is right for you?

I don't do evening networking because I'd rather be in my dressing gown watching The Traitors or something similar.

Also, I do a lot of talking through the day. My business is very much focused on conversations over the phone. By the time it gets to six or seven in the evening, I'm done talking.

So I don't do evening events because you wouldn't get the best out of me.

I prefer having the opportunity to introduce myself to the room. That doesn't necessarily mean standing up and formally introducing myself.

For example, the event I went to this morning didn't have that opportunity, but they did share a delegate list.

The way it worked this morning was that we had open conversation beforehand, then we all went into the main room and listened to the speaker, and then it was home time.

So I think you need to choose the events that allow you to perform at your best.

If you are not an evening person, do not go to a networking event at a bowling alley, because you need to be there, be present, be engaged, and be enjoying yourself.

That's what will enable you to perform at your best.

Mark: Brilliant.

Well, thank you so much, Leisa, and thank you so much to all of you for joining us at today's Lunch and Learn.

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