It took me a long time to realise this… but one day when reading the 80/20
Manager by Richard Koch I stumbled on the way I had found my best clients.
It wasn’t via email marketing, Google Adwords, any of that…
Instead, it was via connections.
And often not from immediate connections, but rather…
This person introduced me to that person who introduced me to this person
who introduced me to that person… who became a 5 or 6 figure client.
Yes, I’m talking about networking.
But not in the way you think.
You see, I wasn’t trying to network at that time. I was simply running. It was
Then you think… what would happen if I made a habit of this?
What would happen if it was structured?
What would happen if it was strategic?
Truth is, most people don’t do effective networking because it’s a long
game. You might meet someone today, and nothing might happen for
But then BOOM… you get the ultimate shortcut.
Or you need something, and instead of trying to get it yourself, you ask
someone who has the network…
And because you’ve kept in touch and have the relationship… you can tap
into this shortcut.
No, it’s not the whole game.
You don’t want to just rely on networking.
You need several aspect to your marketing mix, but don’t dismiss the power
of this just because it doesn’t give you results right away.
Play the long game.