How a Timeworn Rule of Sales Can Double Your Network Today

Posted on August 20th, 2009 by Keith Ferrazzi

“Your best customers are the customers you have right now.”

If you’re in sales, you’ve probably heard that before. The idea is that your most successful leads come from the selling you’ve already done. The highest returns don’t come from new sales; they come on top of the customer base you’ve already established. It’s easiest to reach out to those people who are at least tangentially part of your network.

Likewise with expanding your general network. The big hurdles of networking revolve around the cold calls, meeting of new people, and all the activities that involve engaging the unknown. So if you want to forward quickly, concentrate on the people who are already part of your existing network.  Everyone from your family to your mailman is a portal to an entirely new set of folks. I bet you have no idea how vast and widespread your network already is.

Today, take a moment to create a list of all the people you already know, and a schedule to reach out to them over the next weeks. Who knows what leads they'll generate?

Here are a few starting categories to get you thinking:

•    Relatives
•    Friends of relatives
•    All your spouse’s relatives and contacts
•    Current colleagues
•    Members of professional and social organizations
•    Current and former customers and clients
•    Parents of your children’s friends
•    Neighbors, past and present

Leave no stone unturned!

Who has ideas for other pockets in your current network that might hold opportunities?

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9 Responses so far | Have Your Say!

  1. Great post. For some reason, many people in sales seem to feel dirty about asking for leads from friends + family. But, if you're really offering something of value, there should be no shame in seeking to introduce it to those who need it.

    Another pocket of opportunity is other people in your industry. Unless you offering a totally commodity, you are likely a great referral for your competitors who just aren't meant to pursue a particular deal (due to size, schedule, customer conflicts).

    I can't tell you how many other web firms I pass work to that isn't a perfect fit for us, and I certainly get the favor returned on a regular basis.

  2. What a nice reminder. So often we are looking far afield when those we know, and who know us, are the best resource for business.

  3. Your blog post inspired me to reconnect with a synergistic business who works in the same educational and museum world as my web/interactive business. They do major strategy, we implement. We have a common client (by chance), but why not rainmake together on purpose!

    Thanks for the kick in the pants to not only keep my eyes open to opportunity, but also to grab it by the horns!

  4. @Layla - that's super! - hope it leads to something great.

    @Jeremy - Great point. competitors should work together much more often than they do.

    @Lisa Thanks!

  5. These are all great, but I would add your current clients to that list as well. I've found out that clients are more than willing to help whenever they can if they are asked. It's a good way to get feedback and stay in touch without "selling" anything.

  6. What a great post Karin.
    I will relay this information to my team.
    I shall be contacting you soon.
    Things have been really busy for me, as I'm trying to
    title as Executive this camp. (18)
    Have a Great Day,
    Patty Jones
    Have a

  7. Keith. Great post. I've been espousing this at Networlding for years. I was at an MIT Forum event with 200 IT professionals a number of years ago and was asked what one should if you have to go to a networking event and you are shy?" My recommendation was to go with someone you know and introduce one another. Actually, that is even more effective as you benefit from "third-party endorsement" from each other.

    I was surprised when I had a number of people come up afterward to thank me for that suggestion. Over the last decade or so teaching Networlding which is so complimentary to your tenants, I find that many people really can benefit from the basics of networking. This is one of them that you presented, simply, powerfully and, most importantly, effectively. Thanks!

    Melissa

  8. Nice tip Melissa -
    that 'making connections' between people is something I've been doing automatically in social situations where I already know a lot of the people. It never occurred to me to pair up with someone for instances where I'm walking in cold.
    Marian

  9. what do you do for fun? there's a whole new network! i recently started singing at a local piano lounge with an open mic. lo and behold, all these people have day jobs. through one of these new friends, i got a job with my "dream client". networking and making new friends should go hand in hand. hobbies turn into business opportunities when you least expect it.

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