Overarching Principles
- Relationship-Driven Growth: The primary method for generating new business is through authentic, long-term relationships with “Connectors,” not direct sales pitches.
- Value-First Approach: Initiate and nurture relationships by offering value first. The focus is on mutual benefit, including offering to refer business to your connectors.
- Strategic Consistency: Maintain momentum and stay top-of-mind through a structured, quarterly follow-up process.
- Purposeful Networking: Treat networking events as strategic opportunities with clear goals for making high-quality connections, rather than just collecting business cards.
- Systematization: Use tools and processes to track outreach, manage follow-ups, and ensure no opportunities are missed.
Frameworks
1. The Connector Profile
A “Connector” is a professional who works with your ideal client in a complementary, non-competitive role and can refer business to you.
- Types of Connectors:
- Fractional CFOs / Fractional Executives
- EOS® Implementers
- Sales Acceleration Consultants
- Business Consultants
- Marketing Agencies
- Venture Capitalists
- Private Equity Groups
- Incubators
- Mastermind Groups
- Event Organizers
- Platform Hosts (e.g., Podcasts, Industry Newsletters)
2. Outreach Strategy
A three-part framework for initiating contact with potential connectors.
| Component | Description |
|---|---|
| Goal | Build genuine relationships and offer value. Avoid making a sales pitch. |
| Approach | Be relational, not transactional. Avoid being overly salesy. |
| Tip | Proactively ask if you can refer clients to them when a need arises. |
3. Follow-Up Strategy
A simple framework for maintaining relationships over time.
| Component | Description |
|---|---|
| Frequency | Follow up with established connectors on a quarterly basis. |
| Purpose | Maintain the relationship and ensure you remain top-of-mind for referral opportunities. |
4. Event Networking
A goal-oriented framework for maximizing the value of industry events.
| Component | Description |
|---|---|
| Goal | Make a specific number of high-quality contacts (e.g., 10 per day). |
| Focus | Seek advice and introductions from seasoned, well-connected professionals. |
| Conversation Starters | Use open-ended questions like “How do you two know each other?” or comment on event content to start organic conversations. |
Actionable Flight Plan
- Identify Connectors: Brainstorm and list at least 10 relevant professionals who fit the “Connector” profile.
- Create a “Gold List”: Add your identified connectors to a dedicated list in your CRM or tracking system.
- Initiate Outreach:
- Use the provided outreach templates for initial contact.
- Customize the templates by replacing placeholder text (e.g.,
TK) with specific names, industries, and relevant details.
- Track Everything:
- Implement HubSpot (e.g., HubSpot, HubSpot) or use your calendar to track all outreach and schedule follow-up tasks.
- Set reminders for quarterly follow-ups with each connector.
- Prepare for Referrals: Begin building a “Referral Kit.” This kit should contain collateral (e.g., one-pagers, case studies, intro blurbs) that makes it easy for connectors to introduce you to their network.