When we think about B2B sales, we often focus on the technical details—product features, pricing structures, sales funnels, and closing deals. But the truth is, one of the most underrated yet powerful drivers of success in B2B sales is something far less technical: human relationships. Networking, the art of building meaningful connections, lies at the heart of the biggest deals and longest-lasting partnerships.

This was the core theme discussed by Brian Schuster, co-founder of Lucid Consulting, along with his business partner Garrett Dailey and strategist Chukwudi Kanu, during a recent "Office Hours" session. In their conversation, they emphasized the critical role that networking plays in every stage of B2B sales—whether you're chasing a six-figure deal or building long-term partnerships that go beyond transactions.

The key takeaway? Even in the digital age, the human element in business cannot be overlooked. No matter how sophisticated your sales strategy or technology stack, strong relationships built on trust and authenticity will always be at the center of business success.

Why Networking Still Matters—Even for Large Companies

It’s easy to assume that networking is primarily useful for startups or small businesses. After all, the logic goes, once a company reaches a certain size, its reputation and product offerings should speak for themselves. However, as Brian Schuster pointed out, that assumption couldn’t be further from the truth.

In their conversation, Brian and Garrett highlighted that even companies securing $100 million contracts rely heavily on networking to close deals. Whether it's through conferences, business dinners, or informal meetups, decision-makers at the highest levels still depend on personal connections. Even the largest deals aren’t just about specs, numbers, or technical superiority—they’re about trust.

The takeaway here is simple: the bigger the deal, the more important the relationship. People want to work with people they trust. That’s why networking is more than just exchanging business cards—it’s about building a personal brand rooted in reliability, trust, and value.

The Trust Factor: How Networking Builds More Than Just Deals

Trust is the cornerstone of any successful business relationship, and networking is the process by which trust is built. But it’s not something that happens overnight. Networking is a long-term game, one that requires genuine interaction and a willingness to invest in people—not just deals.

During the session, Chukwudi shared his experiences attending networking events where the opportunity to build trust was often missed. In many cases, people would gather but leave the event without truly knowing each other. They didn’t dig deeper into meaningful conversations or try to understand each other’s values, goals, and challenges.

The reality is, people don’t buy from companies—they buy from people. By focusing on relationship-building rather than hard-selling, B2B professionals can create partnerships that go far beyond the scope of individual transactions. As Brian noted, when you form strong relationships, you create opportunities for ongoing collaboration, repeat business, and even referrals to other valuable contacts.

Networking is not just about the here and now; it’s about laying the foundation for future opportunities.

Getting Past Small Talk: Breaking the Ice in Networking Events

One of the biggest challenges in networking is the initial introduction. It’s easy to feel stuck in the dreaded small talk, struggling to transition to meaningful dialogue. As many professionals know, the initial conversation often dictates whether or not a relationship will move forward.

This is where structured icebreakers come in, something that Chukwudi emphasized as a simple but powerful tool. In many networking settings, people are left to fend for themselves, which can lead to surface-level conversations that never progress. However, when given a prompt or structure—such as sharing a story of overcoming a business challenge—people are more likely to open up and form deeper connections.

It’s not just about what you say; it’s about creating a space where everyone feels comfortable sharing. By facilitating introductions and encouraging thoughtful conversations, you increase the chances of building relationships that are grounded in authenticity, not just transactional interests.

The Art of Following Up: Keeping Relationships Alive

Networking doesn’t end once the event is over. In fact, the most crucial part of building strong relationships comes after the initial meeting. Following up is where you cement the connection and prove that you’re serious about nurturing the relationship.

Brian stressed the importance of a thoughtful and personalized follow-up. Whether it’s sending a handwritten thank-you note or crafting a personalized email that references a specific point from your conversation, following up is about showing that you were truly engaged.

The key here is personalization. Generic follow-up messages won’t leave much of an impression. Instead, referencing something specific from your initial conversation—whether it’s a mutual interest or an insightful point they made—can reinforce the connection and keep the dialogue going.

Timing is equally important. Don’t wait too long to follow up. Ideally, you want to send your follow-up within 24 to 48 hours, while the interaction is still fresh in the person’s mind. This helps solidify your place in their memory and opens the door for future interactions.

Scaling Your Networking Efforts Through Digital Media

Once you’ve mastered the art of in-person networking, the next challenge is scaling those efforts. While personal connections are invaluable, there are limits to how many people you can meet one-on-one. That’s where digital media becomes a crucial extension of your networking strategy.

Garrett shared how platforms like LinkedIn, podcasts, and short-form video content can help amplify your personal brand. These tools allow you to connect with a wider audience, including decision-makers who may not be physically present at the same events as you.

The goal isn’t just to reach more people, but to do so in a way that maintains authenticity. Whether you’re publishing thought leadership articles on LinkedIn, hosting a podcast that highlights your expertise, or creating engaging video content for social media, digital platforms allow you to demonstrate your value to a broader audience.

By strategically using digital channels, you can scale your relationship-building efforts without losing the personal touch that makes networking so powerful.

Creative Networking Strategies: Stand Out From the Crowd

Of course, not all networking has to happen at formal events or through online platforms. Sometimes, the most effective networking is creative and unexpected.

Brian shared a memorable story about hand-delivering invitations to key contacts on horseback—a move that not only caught people’s attention but also made a lasting impression. While this particular example may be unique, the underlying principle is universal: find a way to stand out.

In today’s competitive business environment, the ability to make an impression can be just as important as the connection itself. Whether it’s through creative follow-ups, unique invitations, or unexpected acts of kindness, thinking outside the box can help you break through the noise and build relationships that stand the test of time.

Conclusion: Networking as a Long-Term Investment

At the end of the day, networking is not just about closing deals—it’s about building long-term relationships that lead to lasting success. As Brian, Garrett, and Chukwudi emphasized during their conversation, the relationships you build today could become the foundation for future opportunities.

The key to successful networking in B2B sales is to approach every interaction with authenticity, curiosity, and a willingness to invest in the relationship over time. Whether you’re attending conferences, sending personalized follow-ups, or leveraging digital media to scale your efforts, networking is a long-term investment that pays dividends.

In a world driven by technology, data, and automation, the human element remains as critical as ever. So, as you navigate your next networking opportunity, remember: people don’t just buy products—they buy relationships.

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