It’s Time to Stop “Sales-Working”

What Real Business Networking Looks Like

If you’re a small business owner or entrepreneur, you’ve probably heard it before: “You need to network.”

So you show up at the mixers. You hand out business cards. You share your pitch.
And you leave wondering—was that worth it?

If networking feels exhausting and unproductive, chances are you haven’t been networking at all. You’ve been sales-working.

At This Great City Business Network, we believe authentic networking is one of the most powerful—and most misunderstood—drivers of business success. Real networking isn’t about pushing for immediate sales. It’s about building trust, exchanging knowledge, and creating a long-term ecosystem of opportunity.

The Problem with “Sales-Working”

Most people approach networking like a flash sale—transactional, short-term, and self-focused. That mindset fails for two simple reasons.

1. It Leads with Taking, Not Giving

Opening a conversation with a sales pitch sends the wrong message: this relationship only matters if you buy from me.
True connectors take the opposite approach. They ask, “How can I help?”—and mean it.
They offer value first: a helpful idea, a contact, or a resource that moves the other person forward. Generosity builds trust. And trust is the foundation of every meaningful business relationship.

2. It Ignores the Long Game

Your ideal client might not be standing in front of you—but the person beside them might know that client.
When you dismiss someone because they can’t buy today, you close the door on future referrals, collaborations, and opportunities.
Real networking is about planting seeds, not making quick sales. The harvest comes with time, consistency, and genuine connection.

The Three Pillars of Real Networking

In the Hamilton–Toronto business community and beyond, successful networking always comes back to three core pillars:
Education. Referrals & Leads. Motivation.

1. Education — Your Network Is Your University

Your network is a living classroom. Every conversation brings insight you can’t find in a search engine.

For example, one Hamilton-based tech founder in our network learned about a federal grant program through a Toronto accountant in a completely different industry. That’s the value of proximity—knowledge shared through relationships.

2. Referrals & Leads — The Engine of Growth

A referral from a trusted contact is far more powerful than a cold call. Trust transfers instantly.
At This Great City, members learn how to become referral champions—creating warm, structured introductions that lead to real results.
When someone in your network speaks for you, doors open faster and with greater confidence.

3. Motivation — The Fuel That Keeps Entrepreneurs Moving

Running a small business can be lonely. Your network becomes your accountability circle—your mentors, motivators, and allies.
Regular connection with positive, purpose-driven peers fuels creativity and keeps momentum strong through challenges and growth alike.

A Better Way to Network

At your next event—whether it’s a This Great City Coffee Mixer or an online mastermind—shift your mindset.
Don’t go to sell. Go to learn, connect, and contribute.

Here’s how to start:

• Craft a 30-second introduction that highlights who you help and what problem you solve, not just what you sell.

• Ask questions like, “What’s the biggest challenge you’re facing this quarter?”

• Before you leave, think of one person you could introduce them to right away.

That’s real networking—mutual, meaningful, and memorable.

The Power of Connection

Networking isn’t a transaction. It’s an investment—in people, community, and shared success.

Over the coming months, we’ll be sharing more insights to help you turn your network into your most valuable business asset.

At This Great City, we’re proud to help entrepreneurs in Hamilton, Toronto, and across Ontario connect, collaborate, and grow together.

Because when we stop sales-working and start truly networking, every business—and every city—gets stronger.