The Importance of Building a Strong Business Network
One of the best ways to get your new consulting, coaching, or service-based business going is to build a strong business network. The people you connect with, who they know, and the referrals they can generate are generally the fastest way to get your first clients.
I often have my clients look at their clients from the last year to see how they acquired them. For my clients who are mostly service-based business owners, it’s networking and referrals for the win.
People ask for referrals from people they trust when they need something, especially when that something is a service. You will always ask your friends for a good plumber, babysitter, or restaurant. The business-to-business world is no different. We refer bookkeepers, copywriters, and business strategists, among other service providers.
Sometimes people’s first instinct is to ask for a referral on social media, especially in groups which can be more personal. But this is a longer path to connection. If you are recommended on social media, the interested party will take their time checking out your social media presence, looking at your profile, and visiting your website. They want to know more about you before they commit to working together.
When you meet someone through networking, it’s a more personal connection. Then if they refer you, that personal connection holds more weight with someone looking for your services.
When I started this business, one of my first goals was to find a networking event. A friend of mine started a chapter of a national organization and invited me to visit a meeting. I wanted to meet a variety of people, and hoped that some might hire me. At that first meeting I met a potential client, we scheduled a call, and she hired me on the spot. It doesn’t always go that smoothly, but if I had been focused on anything else other than meeting and talking to people, my business would have likely launched much later.
New business owners are often surprised when I encourage them to start networking right from the beginning. I think the assumption is that we’ll get all the ducks in a row first. The ducks don’t need to be in a row, and networking is one of the ducks. If you start talking to people, you’ll have enough ducks in a row by the time someone hires you.
Sometimes my clients will shy away from networking because they’ve never done it and it feels overwhelming. They don’t know where to find the right group. They don’t know what to say and often think they’re supposed to be selling, which is not correct. And if they identify as introverts, the thought of mingling amongst all those people can be frightening.
Here are a few tips:
Play the field
Your first group may not be a good fit. Try as many different groups as you can. I’ve attended plenty of networking groups only once - if they’re not right for me I move on. But you can still meet a great contact in a not-so-great group.
Where do you start? Ask other business colleagues where they like to network and why. Make this one of your standard questions when you meet someone new. You’ll never run out of groups to check out. Check meetup.com to find networking groups, and/or Google “networking groups near me”. And you can always start with your local chamber of commerce. Groups come in all varieties - some meet in person, some virtually. Some are very structured with rules, some not at all. Some meet weekly, others meet bi-weekly, or monthly. Some groups have a specific focus, like industry, location, or common interests.
Practice, practice, practice
Dedicate some time to learn how to talk about your business. Get clear on who your audience is, how you help them, and who would be a good referral for you. Don’t stress if you keep changing your introduction. As your business grows, so will your introduction. Even experienced business owners change their introduction, as they niche down on their target audience, get more clear about their results, or even based on who is in the room or what they need in their business at that time.
Network without agenda
Don’t charge in looking for clients. A great referral partner is a way better catch in the beginning, and always. You could also meet your business bestie or even a handful of contacts who become a supportive group you go to for advice. The point is, don’t place pressure or heavy expectations on yourself. Go in with the goal of growing your network and see where your connections lead.
Follow up
If you don’t, you’re wasting your time. Relationships take time to build. Decide on a “system” - start with connecting on LinkedIn, follow up with an email, and ask if they’re interested in scheduling a 1:1 call.
Networking is one piece of taking control of your business. If you’d like to chat about networking or the other processes and systems I show my clients how to leverage, let’s schedule a call.
P.S. Ready to stop spinning in place and get to the other side of your goals? Here are several ways I can help:
Download my free resource Show Your Schedule Who's Boss - these tips and strategies will help you take control of your time. This is the first step in taking control of your business - kathleen-lawson.com/show-your-schedule-whos-boss
Join our next CEO Power Planning Session and spend two and a half hours ON your business. During this facilitated workshop, you’ll set and prioritize your next 12-week goals, break them down into an executable action plan and create a resource plan - kathleen-lawson.com/ceo-power-planning
Schedule a Laser Consult Session. This is a one-time 90-minute session for the entrepreneur who needs expert strategic guidance. Use this time to work through an idea, develop an executable 12 week action plan, streamline or create a process or system, or improve routines around daily and weekly execution. kathleen-lawson.com/laser-consult