Use the power of ‘connectors’ to multiply your business growth!  

14th February 2007

First of all, do you have connectors working ‘for’ your business?

Read each of these statements below, and say whether you agree or disagree with them:

• So many people, especially those with service-based companies, say they have grown their business mostly through referrals. Maybe you have too.
• Mostly, they/you do little to generate these referrals, and they just flow into your business.
• Sometimes, we have to ask our contacts for introductions to specific people they know, or ask them if they know anyone they could refer us to in a particular organisation or industry.
• Some of our contacts and clients are far better at referring new prospective clients and contacts to us than others.
• The good referrers often will refer many new business opportunities to us.
• These people often have great networks, have a lot of contact with different people during the course of their business and personal life. They’re connected to a lot of contacts, and they connect people together. That’s how they refer new client opportunities to you.
• When we receive our new clients, through the ‘connector’ referrals, we look after our new clients.

So far, so good? I’m assuming (and hoping) you agreed with most of those statements. I’m hoping that you know, and have this kind of referral relationship, with at least one connector.

‘6 degrees of separation’ can build your client base exponentially

Let’s look into this a bit further. Keep asking yourself if you agree with these statements:

• We spend as much time and focus looking after our connectors, as we do with our clients.
• We thank and reward our connectors for helping us grow our business.
• We proactively build our network of connectors and potential sources of new introductions and referrals.

If you agreed with most of these statements, you’re doing a great job at growing your new business growth opportunities. If not, you probably need to start building your own network and thinking more strategically about who you know, and who they know.

I use this simple matrix with my clients, to help them leverage off the relationships they have with their connectors, contacts, and clients. It will help you to:

• Build your network
• Connect you to more people who you could potentially do business with
• Focus you on strengthening relationships with key people
• Be clear about who you have the most positive business relationships with (in both a business and personal sense)
• Focus on the best-fit relationship building activities for your business
• Build business growth from new connections and contacts

Follow this 3-step process to help you build your own connector network:

Step 1: Use the table below to help you map out:

• Your direct network - connectors, contacts, your clients, people you know of or may have met once or twice. There are 4 levels.
• Your ‘indirect’ network - The contacts, colleagues, client base etc of your direct network.

Connectors – Your Direct Network

Level 4	Level 3	Level 2	Level 1
These people seem to know a lot of people. You are likely to not know them very well, or at all. They could be a friend of a friend. If you target them successfully, you could be connected to a large network of their contacts. - - - - -	These people may be connectors, but you have to qualify. They appear to have access to a large network of people. You know them well enough; they could connect you if asked. They may not feel comfortable connecting people. - - - - -	These people may have an extensive client network which is complementary to your business. They may not necessarily connect you if you don't prompt them. If you drew a line from these people to others, the end network would be very large. - - - - - -	Centres of influence are not only well connected, but well respected. Others listen to them. They may have high profiles. They will refer you to others proactively. They support and promote you. They connect people. - - - - - -

Connectors’ Contacts - Your Indirect Network

Who moves in the same circles as Level 4? - - - - - - - -

Who is in the same circles as Level 3? - - - - - - - -

Who is known by/works with Level 2? - - - - - - - -

Who is closely connected to Level 1 (eg: via Boards) - - - - - - - -

Step 2: Identify which companies, specific clients, or people you would like to be introduced to or referred to.

For example, let’s say you’d like to contact the head of Sales at a particular company, and you know that one of your clients does business with this company; ask them if they know who heads up Sales. Alternatively, ask if they could put you in touch with the contact they do have, so you can find the head of Sales via this other person.

Step 3: Ask for an introduction. Make the call/send an email/letter.

This can be a very powerful tool, but DON’T abuse it, and ALWAYS deliver value back to the person who connected you. You have to give something too, that is of value to the connector, and which will continue to grow the relationship you have with that person.

Draw up the Connector Matrix, and give it a try over the next month. See where the Power of Connectors and 6 degrees of separation can take you! Good luck in building your business growth opportunities.