With a strong network, you can skip events – you already have what you need.
Why it matters: When business slows down, most people settle for small talk, sales pitches, and ghosted leads – classic networking. But what if you no longer needed any of that?
A new client shares a common frustration: “I don’t know how to generate new business.” She dreads going back to networking events, joining a chamber, and attending conferences to find new connections.
As we talk, she mentions something interesting – her business has been thriving over the past three years, all thanks to the strength of her relationships.
“How many people do you know?” I ask.
She thinks for a minute. “Over 200.”
The Power of Relationships
With over 200 existing relationships, she can graduate from networking events! She can tap in to a deep well of clients and referral partners. She doesn’t need to meet new people, she can simply reconnect with the ones she already knows.
It’s a simple plan: reach out to a few of her contacts each day. She can share industry trends, ask about their business, and see what’s new.
These aren’t cold calls. They are warm connections – people she works with who already trust her. They are happy to hear from her.
Why It Works
She admits that every time she reaches out to people she knows, whether they are past clients, property managers, or dealers, she ends up getting new business.
Here’s why:
- 1:1’s Matter – Your goal at any networking event should be to schedule 1:1 meetings. But once you know people and identify good referral partners, it makes more sense to meet with them regularly. Reconnecting with people you know leads to new opportunities.
- Time Efficiency – With 200 contacts, reaching out to a few a day she’ll go through her list in a few months. Then she can start again. You can meet with good contacts several times a year and focus on deeper, more meaningful conversations rather than superficial introductions.
- Direct Value – By offering to help her contacts first, she isn’t just asking for business—she’s providing value. This makes her outreach feel natural and leads to mutually beneficial opportunities.
What About the Chamber?
She did join a chamber – that’s how she ended up attending my program and setting up a call with me. The great thing about chambers is, once you know who your best referral partners are – and she does – you can ask the membership director to introduce you to specific people, for example, all the property managers.
Wait! Is that allowed?
Yes, in fact it’s encouraged. Chambers thrive on making connections. So once you’re clear on your referral partners, you can leverage your chamber to help you meet them.
Is This Approach Right for You?
If you’ve spent years building relationships, you might already have what you need to grow your business. It’s easy to think we always need new connections, but sometimes the best leads are already in your contact list.
What are you doing to generate new business?