A consultant in storytelling, personal branding, and public speaking, André Hamilton has created a new training course on networking—one of the most stressful and uncomfortable activities… but one that can be learned and yields significant results. An interview on best practices to adopt in this area.
Hello André. Networking is far from a new practice, but it seems to have gained momentum recently. Do you feel the same way?
André Hamilton: Indeed, networking has made a strong comeback after Covid, as if there were a need to return to human relationships. People have realized that there is no better way to meet others, develop their business, or find new clients.
I was the first to step away from networking a few years ago, but I’ve regained an interest in it. Even though it requires practice in how we present ourselves and communicate.
What are the common mistakes that prevent people from reaping the benefits of networking?
André Hamilton: The first mistake I see is approaching it with an overly specific goal—in other words, putting too much pressure on oneself. When that happens, people become too focused and don’t allow room for spontaneity or unexpected opportunities. As a result, they may miss out on meeting very interesting people.
It’s like trying too hard, speaking like a robot or a salesperson with rehearsed phrases. But good networking is about asking questions and listening. If you’re too stressed, you’ll be less open and will only talk about yourself.
Are there any other best practices to keep in mind?
André Hamilton: I would also recommend not underestimating the importance of preparation. This includes researching the event and its topics in advance, connecting on LinkedIn with attendees and organizers, etc.
Preparation is essential because it helps establish initial connections that will serve as conversation starters later on.
And during the event, what is the right approach to take?
André Hamilton: Remember that communication is an exchange between two people—it’s like a dance. Often, some people talk a lot and ask very few questions, making the other person feel unheard.
On the other hand, there are also shy or reserved individuals who spend the whole event on their phones, staying in their own corner. Of course, they miss out on meeting new people. Sometimes, just a simple gesture—a smile, eye contact—is enough. You can talk about the conference you just attended, your thoughts on a speaker, to keep the conversation flowing. The key is to leave a pleasant and positive impression.
This ties back to the idea of not putting too much pressure on yourself. When you are relaxed and not focused solely on sales goals, that’s when meaningful encounters happen. The key is to show interest in the other person. Also, keep in mind that people observe each other at events. Starting a conversation with one person can quickly snowball into meeting others.
Some people seem naturally more comfortable with networking. Is it something that can be learned?
André Hamilton: Absolutely. It’s like public speaking—there are techniques to become more at ease, to introduce yourself effectively in just a few sentences… You need to be dynamic when networking; your body language speaks volumes. If I give off a negative or preoccupied vibe, people will be less likely to approach me.
In the beginning, you can also choose to attend less formal networking events, where there are fewer potential clients, just to practice. For example, I recently went to a digital exhibition that included a wine tasting. It was a great way to spark conversations.
How can you avoid falling into the “salesperson syndrome,” where people approach networking just to sell their solution?
André Hamilton: As I said, the key is to be genuinely interested in others. If you approach networking with an open mindset, aiming to meet new people and build relationships, your approach will naturally be both business-oriented and friendly. The conversation will naturally shift towards each person’s activities.
Also, remember that the person you’re talking to has their own network of clients and partners. Maybe they’re not interested in your solution themselves, but they might connect you with someone who is. If you don’t engage in conversation, you’ll never know, and you’ll miss out on potential opportunities. Networking is about building trust and relationships gradually. It’s not about expecting immediate results—networking isn’t a magic trick.
