We tend to think of networking as arithmetic. The more people we know, the more likely it is that someone will need our services or know someone they can refer.
But it’s not arithmetic. It’s multiplication.
It’s not just about the people you know, it’s about the people they know.
A new contact may never need your services themselves, they might never send you referrals, but might know people who know people who will.
When you meet someone new, therefore, don’t look “at” them, look “through” them. Who do they know? Who could they lead you to?
If you meet your new contact in a networking-type setting where giving referrals and introductions is expected, tell your new contact what you do, describe your ideal client, and also describe your ideal referral source.
If they know someone who might be a good fit, ask them to introduce you.
If you meet them under different circumstances, it’s a longer process, but unlike a formal networking group, there’s no competition and you might make some great new connections.
One new contact might lead you to dozens of new clients; if that contact is well-connected, if they are a center of influence in your target market or your community, they might lead you to enough business to put you in another tax bracket.
Yes, it can be a lot of work. The good news is that you don’t need hundreds of new contacts to make your networking efforts worthwhile, you only need one.
Because one can lead you to many more.
How to get more referrals from lawyers and other professionals
