A practical playbook
Both count: online groups and live events.
Show up in a room you already like, connect like a human, and let the relationship lead somewhere real.
Why this works
Show up in the same room again and again, online or in person, and people are more likely to trust you, and eventually buy from you. Here are two real examples.
Marc's own example
In 2019, Marc joined a personal development program called AsiaWorks. He joined because the program itself mattered to him, not because he expected to get clients from it. He ended up making his money back anyway, not just from what he learned, but from genuinely connecting with, and later selling to, his own coursemates.
Another example
Daniel is Marc's personal trainer. When he wanted more clients, he did one simple thing. He showed up to Toastmasters every week. Each week, he went on stage and shared his passion and lessons on health and fitness, and people naturally asked him for advice and coaching afterward. Today, Daniel is part of a business networking group, using that same exact strategy to get new clients every month.
And so, here's how you can use this same idea for yourself.
When to use it
Prep
This happens before you ever walk into the room. Pick from:
Then favour rooms that keep meeting, not one-time events. The more people see you, the more likely they are to trust you, and eventually buy from you. Pick a room where most of the people there are actually the kind of person you want to help. And skip rooms full of your direct competitors, since showing up there can look like you're trying to take over their community.
Choose events and communities you'd be happy to attend even if nobody ever became a client. You still walk away with skills, new friends, and real energy. That is never a wasted trip.
At the event
Once you're in the room, do these in order.
Do not sell anything during the event, unless they ask you directly. Just connect. Ask where they're from, what they do, and share a bit about yourself too.
What's your name? How did you hear about this event? Who did you come here with? What made you decide to attend? So what was your biggest lesson so far?
Smile, keep your body language open, and follow up with a question or share something of your own.
When they ask, "What do you do?"
Have a ready answer. Say what you do, who you help, and how you help them. Practise saying it out loud until it sounds natural, like you.
I have been studying crypto for the past 10 years, so I decided to create a community and start coaching folks on how to invest in it. I am a Health Coach who integrates both science-based practices and energetic healing to help my clients. I previously ran a startup which I recently sold, but I now run a SEO agency and training company to help others do what I did too. I am a full time software engineer, but my main passion is coaching others on how to invest with crypto futures and stocks. I used to be an auditor in a Big 4 company, but now I am a financial planner mostly focused on helping female working professionals get clear and take charge of their finances. So I used to be in the tech startup space advising founders, but now I focus on helping folks grow their lifestyle business while having fun.
The last line is Marc's own real example.
How to join a conversation that already started
Walking up to a group that is already talking feels like intruding. At a networking event, it is not. Open groups expect people to join; that is the whole point of the room.
First, read the shape. Two people facing each other squarely are having a private conversation; leave them. A group standing with a gap, or with people angled outward, is open. That gap is your invitation.
The move has three steps. Stand at the edge of the gap. Listen and nod for twenty to thirty seconds so you catch the topic. When someone makes eye contact or the conversation pauses, speak.
Sorry to jump in, I overheard you talking about [topic]. I have been wondering about that too. Mind if I join? This sounded like the most interesting conversation in the room. I do not want to interrupt, I just heard [topic] and had to come over. Please continue.
And if you did not catch the topic, catch one person's eye at the edge and say quietly:
Hi, I am [your name]. What did I miss?
Once you are in, talk about their topic first. Ask a question or add one useful thought about what they were already discussing. Do not bring up your business at all; if the conversation goes well, someone will ask what you do, and you already have your line ready for that.
And if the group does not open up after a minute or two, no drama. Use your exit line and move on. You are joining their conversation, not starting yours.
Once you've connected, find out if this person is someone you could actually help. Keep it natural, like a normal conversation.
What do you do? How long have you been doing this? Do you like it? Are you doing (something related to your business), or thinking about it?
Not a fit? Just say you'd like to meet other folks too, swap social media, and wish them well.
If they are a fit, get curious about their world
Ask a question that assumes everything is going great for them, like "So, how's business? Everything going amazing for you lately?" If they say yes, that's a real answer, so don't keep digging for a problem if they seem genuinely happy. If they say "not really," that's your cue to gently ask a bit more: "What do you mean?" or "What's your biggest challenge right now?"
If they ask for your take
Share your own experience and what worked for you, only when they actually ask. Keep it short. You don't need to teach a whole lesson standing there. Just be honest, and let them ask more if they want to.
If it feels right, suggest taking the conversation further, away from the event.
Hmmm, in the interest of time, if you want, we can chat about this in detail separately. I can share some personalised resources and run you through the entire model that can work for you. Would you be keen?
If they say yes
Do you want to share your Instagram/LinkedIn or is your phone number fine? Great! I should be free either (date) or (date) next week. Would you be free then? Nice! I'll send you a calendar invite and a link to ask some questions, so we make the most of our time.
However the conversation ends
Anyway! Unfortunately I'll need to go off soon, but if you want some personalised help and resources on (your topic), happy to connect on social media! What do you think?
Most conversations won't go perfectly. That's normal. The more you do this, the better you'll get.
Optional power move
This is not one of the 3 moves above. It's a bonus, not homework. If you love a room, you can help out behind the scenes. Marc names emcee, assistant, logistics, and committee support as options. Helping out gets you more time with people, and you often become one of the first friendly faces new members meet.
This one is a bonus, not a requirement.
AI's job and yours
Organise what you tell it about the room, help you compare your shortlist, sharpen your rough draft, and help you practise your intro out loud.
Choose the room, show up, connect, qualify, invite, exchange contact details, follow up, and decide whether to go back.
Optional AI step
Chosen this path? Copy the box below and paste it into ChatGPT or Claude. It will coach you through your first real moves. This is optional; the steps above are complete on their own.
You do not need to read it. Just copy, paste, and answer its questions.
You are my business coach. I have chosen Events and Communities as my path: showing up where my people gather, online groups or live events, and turning conversations into meetups. Your job: help me run it, step by step. Be warm but direct, plain English, no jargon, keep every message short. Ask one question at a time and wait. If any answer is vague, ask one short follow-up. I do every conversation myself; you help me prepare. Ask me, one at a time: 1. Who do I help, and with what result? 2. Which events or communities could I realistically attend or join this month? (Real names. If none, help me brainstorm where my kind of clients gather.) 3. Would I still be glad I joined this room even if I never got a client from it? (If no, say so. We'll name that trade-off before picking, and look for a room I'd enjoy for its own sake too.) 4. What do I say today when someone asks what I do? Then help me, one piece at a time: - Pick my one room for this month and say why. - Sharpen my "what I do" line into one sentence a stranger instantly gets: who I help and the result, no job titles. - Give me 3 easy opener questions to start conversations, and 2 questions that gently reveal whether someone has the kind of problem I solve. - Draft my meetup ask for when a conversation goes well: suggest a coffee or a call, with two time options. - Draft my polite exit line for conversations going nowhere. - End with the rhythm: show up every time the room meets, and after 30 days of doing this consistently, judge it: keep it, tweak it, or switch it. Remind me: I am there to be curious about people, not to pitch the room. If I start pitching, push back.
Before you judge it
Run it for 30 days consistently before you judge it. Then decide: keep it, tweak it, or switch it.