Networking Strategies for Finding New Clients

“Trust is built when people speak well of you in rooms you’re not in.” I am inundated at the moment with messages offering to find me new clients. A new service, a piece of tech and all usually involving AI. These strangers are after my money! But I know where my next deal will come from, and I don't need to pay a "carpetbagger" to help. For as long as I can remember, my new business has always come from my network, either directly or through an introduction. "𝐘𝐨𝐮 𝐬𝐡𝐨𝐮𝐥𝐝 𝐬𝐩𝐞𝐚𝐤 𝐰𝐢𝐭𝐡 𝐑𝐮𝐬𝐬𝐞𝐥𝐥. 𝐈'𝐦 𝐬𝐮𝐫𝐞 𝐡𝐞 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚𝐛𝐥𝐞 𝐭𝐨 𝐡𝐞𝐥𝐩" But of course, for this approach to work, you must build and maintain a network. You must create trust and clearly express your ask. You must be visible and approachable. You must be trusted. To help you and those in your network, I have written this article, breaking down seven practical steps to optimise your networking, built from years of experience growing global communities through Scottish Business Network and working across international markets. In the article, I focus on what actually drives results: clear intent, relevant connections, adding value, active listening, consistent follow-up, making introductions, and building long-term relationships. If you are serious about improving your networking strategy, personal brand, and business development, this is worth a read because small shifts in how you approach networking can have a disproportionate impact on outcomes. This advice is relevant for the entrepreneur building their business, the undergraduate starting their career and those who have suddenly found themselves losing their job. Please share, and hopefully, between us, we can help someone in need. What will you do differently this week to strengthen your professional network and build relationships that actually create opportunities?

I used to think the secret to growing my business was finding more clients. So I chased them. Every event, every message, every post was aimed at “landing the next one.” But here’s what nobody told me, that approach burns you out and keeps you stuck on the hamster wheel. The real breakthrough came when I stopped chasing clients and started studying them. I looked at my best customers and asked one question: “What other services are they buying?” That one question changed everything. I realized my ideal clients were already spending money on things that surrounded my work: marketing, IT, consulting, HR, accounting, operations, you name it. And the people selling those services? They already had my clients’ trust. They were sitting in the meetings I wanted to be in. So instead of chasing the client, I started building relationships with the people who were already in the room. I reached out to marketers, consultants, fractional executives, and service providers who sold to the same audience. Not to pitch, but to connect. To learn. To find synergy. When we clicked, introductions started happening naturally. Not cold. Not forced. Warm, trusted introductions that led to real conversations and referrals. That’s when my pipeline stopped feeling random. Because now, I had a network full of people who knew exactly who I served and how I helped, and they wanted their clients to know me too. This is what I mean when I say, Build your network around the people who already sell to your ideal clients. They open the doors faster than any marketing campaign ever could. So here’s what I’ll challenge you to do: 1. Make a list of your best clients. 2.Write down every other service provider they’re already paying. 3.Then start building relationships with those professionals. You’ll be amazed at how quickly your world opens up. #30daywinuglychallenge

I wouldn’t call myself a networking expert. BUT I’ve landed my last 8 clients because of “networking.” Here’s what’s worked for me 👇 A disclaimer before I start: “successful” networking hinges on being as invested in other people‘s success as you’re in your own. It’s NEVER a matter of quantity (“send 20 connection requests a day!”), and always a matter of connecting with like-minded people. 1. Be genuinely nice and helpful — proactively. Someone landed a role at a company you’ve admired or a product you’ve thought is cool? Reach out and congratulate them. Go beyond LinkedIn’s recommend one-liner and add a personal note. Someone’s struggling with a task you could do in your sleep? For example, setting up Monday automations. Send them a voice note with instructions or screenshots. 2. Show up on both sides — people who you can help and people who can help you. It’s not “networking” if you’re only reaching out to people who have something to offer you. Connect with others in your industry, people who have your role in a completely different industry, and people who want to be where you are. 3. Listen before you talk. Listen actively, intently, and empathetically. Seek to understand before you comment or ask for something. Always always ask “how can I support you in your goals?” Give people an opportunity to tell you — unfiltered — what they need from you. 3 “Don’ts” which you…just don’t do pls. It’s gross. 1. Don’t bait and switch: it’s the worst. People don’t hate cold pitches as much as they hate this. With a cold pitch, people might ghost you. But bait and switch and they’ll mentally block you forever. 2. Don’t get emotional in business conversations. I once recieved a follow up where the person went on and on about how they’d stayed up at night waiting for my reply. It was an unsolicited cold pitch. I don’t even remember seeing the email, I was probably too busy. They went on to call me some rather rude names and I … blocked them. Point is, they burnt a bridge for no reason. 3. Don’t fake it till you make it. Don’t exaggerate your credentials. Even if the conversation is successful, you’ll never be able to form a real relationship. It’ll always be superficial. What do you think?

Networking isn’t about collecting business cards. It’s about building real relationships: the kind that lead to opportunities, partnerships, and lifelong connections. After interviewing over 400 professionals on The Social Capital Podcast, I’ve seen firsthand what makes someone a great networker…and what makes them forgettable. My top 3 takeaways from those conversations: 1️⃣ Be Your Authentic Self People can smell fake a mile away. If you’re putting on a facade, trying to impress, or forcing a connection, it won’t last. The most successful networkers? They show up as their real, unfiltered selves - because trust starts with authenticity. 2️⃣ Give First Networking isn’t a transaction. The strongest relationships are built on giving without expecting anything in return. Offer value, share insights, connect people, and help however you can. When you lead with generosity, opportunities naturally follow. 3️⃣ Do What You Say You’ll Do Your reputation is everything. If you promise to introduce someone, share a resource, or follow up → do it. Following through builds credibility while flaking out can damage your reputation faster than you think. But There’s More… Beyond these core principles, I’ve learned additional strategies that take networking to the next level: ✔ Be Proactive in Building Relationships Opportunities can arise anywhere. One guest on The Social Capital Podcast shared how a chance meeting in an airport bar led to a lasting professional relationship - reminding us that networking doesn’t just happen at formal events. ✔ Cultivate Relationships Through Shared Experiences Engaging in activities outside of work - sports, hobbies, volunteering - can naturally expand your network. One professional found that playing a sport helped her reconnect and rebuild her network after maternity leave. ✔ Leverage Digital Platforms Effectively Platforms like LinkedIn are networking goldmines if used right. Sharing insights, engaging in discussions, and showcasing your expertise keeps you visible and valuable in your industry. ✔ Embrace a Relationship-Driven Mindset Shift from transactional networking to genuine connections. People remember those who invest in relationships, not just those who show up when they need something. ✔ Seek Mentorship and Continuous Learning Some of the most successful professionals I’ve interviewed credit their growth to mentorship and ongoing learning. Surrounding yourself with the right people accelerates your success. At the end of the day, the best networkers don’t just meet people - they create lasting social capital. And that starts with trust, authenticity, and generosity.  What’s the best networking advice YOU’VE ever received? #Networking #Authenticity #RelationshipBuilding

Tired of waiting for referrals that never come? I’ve got a simple strategy for you.. Most business owners rely on referrals. It’s easy… until they stop coming. Suddenly, no leads. No clients. Just silence. Sound familiar? Stop waiting for referrals to magically appear. Instead, build a system that creates them consistently. LinkedIn is the perfect tool for this: 👉 Your clients already know your ideal customers. 👉 You just need to make the right ask. --- Here’s the exact playbook I use: Step 1️⃣: Do your homework → Visit your client’s LinkedIn page. → Find key decision-makers you'd love to work with. → Focus on industries where you add the most value. Step 2️⃣: Ask strategically → Don’t say, “Can you refer me to someone?” → That’s vague and puts the work on them. Instead, say: “I noticed you know [Name]. Do you know them well? Would you feel comfortable introducing us? I’d love to share how we’ve helped your business.” Step 3️⃣: Make it easy → People are busy and pressed for time. → Write the referral message for them. → The less effort, the more likely they’ll help. Make it simple, like this: “Hi [Name], I wanted to introduce you to [Your Name]. They’ve helped us with [specific result].I think it could be valuable for you to connect.” Step 4️⃣: Keep it low-pressure → If they don’t know the person, no problem. → Ask if someone else could be introduced. → Don’t push. Keep the conversation light and natural. Step 5️⃣: Stay visible → People refer others they trust and remember. → Stay top-of-mind by posting valuable insights. Focus on: • Tips, case studies, and industry updates. • Sharing what has worked for you or clients. • Visibility drives trust and opportunities. Step 6️⃣: Nurture your network → It’s not just about asking for referrals. → Build strong relationships with your connections. → When you give first, referrals follow naturally. Here’s how: • Offer advice without expecting anything in return. • Share valuable resources they can use. • Refer others in your network when you can. --- This works for any business. But for MSPs, it’s especially important. Most MSPs wait for referrals instead of creating them. That’s why they get stuck in unpredictable cycles. If you want steady, reliable MRR, here’s what to do: ✅ Ask with purpose and confidence. ✅ Do the work for your client. ✅ Stay active and visible on LinkedIn. ✅ Consistently provide value to your network. Want more strategies like this? Hit follow and stick around! What’s your biggest challenge with lead generation? Comment below👇

𝗜𝗳 𝘆𝗼𝘂 𝗰𝗮𝗻 𝗺𝗮𝘀𝘁𝗲𝗿 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻, 𝘆𝗼𝘂 𝗰𝗮𝗻 𝗺𝗮𝘀𝘁𝗲𝗿 𝗰𝗹𝗶𝗲𝗻𝘁 𝗮𝗰𝗾𝘂𝗶𝘀𝗶𝘁𝗶𝗼𝗻 - 𝗵𝗲𝗿𝗲'𝘀 𝗵𝗼𝘄: Mastering LinkedIn isn't just about sending more connection requests. It's about making every interaction count. The right strategies can: ↳ Expand your network ↳ Elevate your credibility ↳ Transform your client base Let these proven methods guide you. You will not just sign clients, but build lasting relationships. Personalized Connection Requests • Mention a mutual connection or interest. • Highlight why you want to connect. • Keep it brief and genuine. Engaging Content • Share industry insights and success stories. • Use a mix of articles, posts, and videos. • Encourage comments and discussions. Consistent Posting • Post regularly to stay top of mind. • Mix educational, inspirational, and promotional content. • Use hashtags to reach a wider audience. Profile Optimization • Use a professional photo and headline. • Write a compelling summary with client-focused language. • Highlight your achievements and skills. Targeted Outreach • Identify your ideal client profiles. • Send tailored messages addressing their pain points. • Follow up with value-driven content. Active Participation • Engage in relevant groups and discussions. • Comment on posts from potential clients. • Share your expertise generously. Showcase Testimonials • Highlight client success stories. • Use specific, measurable results. • Include client quotes and endorsements. Leverage LinkedIn Analytics • Track your post performance. • Adjust your strategy based on engagement metrics. • Focus on content that resonates with your audience. Building a Strong Network • Connect with industry leaders and influencers. • Attend virtual events and webinars. • Nurture relationships with regular check-ins. Utilize LinkedIn Sales Navigator • Use advanced search filters to find prospects. • Save leads and track their activity. • Send InMail messages to reach out directly. Offer Free Value • Share free resources like eBooks or templates. • Host webinars or live sessions. • Provide value before making a sales pitch. Stay Authentic • Be genuine in your interactions. • Show your personality and values. • Build trust through transparency. 𝗙𝗼𝗹𝗹𝗼𝘄 𝘁𝗵𝗲𝘀𝗲 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗲𝘀 𝘁𝗼 𝘁𝘂𝗿𝗻 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗶𝗻𝘁𝗼 𝗮 𝗽𝗼𝘄𝗲𝗿𝗳𝘂𝗹 𝗰𝗹𝗶𝗲𝗻𝘁 𝗮𝗰𝗾𝘂𝗶𝘀𝗶𝘁𝗶𝗼𝗻 𝘁𝗼𝗼𝗹.

I got tired of waiting for conversations to come to me and sitting in other's networking group. Here are my power moves and what changed networking for me. 1. Be on the leadership team (in fact, be brave enough to run a group). If you’re not leading, you’re just blending in and hoping the right conversation walks through the door. I sat in other networking groups for a year, waiting for the right conversation to come my way - it never happened. Nothing changed until I started running my group and bringing in the people I wanted to talk to. Running a group puts you at the center of the action. You become the go-to person, the one in all the right conversations. 2. Invite, invite, invite. Who’s getting the most business out of networking? The ones who invite – you can ask anyone who actively invites to a networking group. They’ve cracked the code—that’s why they do it. It's easy–just ask. I have a networking group; want to come to check it out? And if you are sitting in a group and are too embarrassed to bring business relationships into the room (like I once did) - you're sitting in the wrong room, and it's time to level up. 3. Follow up. This isn’t a one-and-done deal (unless you’re playing in the B2C space). B2B? It’s all about real relationships—and real relationships take follow-up. You know how often I’ve heard, “I’m not interested in the group, but let’s talk website”? If you’re not following up, you’re throwing away your time, invite, and opportunity. 4. Stop asking for your client. Power players don’t beg for business – especially on your first networking call with a person. Cringe. Instead, ask, “Who do you need to meet?” If they ask you for your end-user client, turn the conversation on them and ask who their top referral partner is. Make the right introductions, and business will come back to you. 5. The ultimate power move? Build a crew of good people who want to grow together. Networking isn’t about hoarding business cards. It’s about putting the right people in the right rooms—and running the race together. You can’t build your business alone. Get in the game.

Aimless networking won’t get you an interview: If you’re reaching out to people with: ❌ “Hey, are you hiring?” ❌ “Can you refer me for a role?” ❌ “I need a job—can we chat?” Then, you’re doing it wrong. Networking isn’t about ASKING for a job. It’s about BUILDING RELATIONSHIPS that create opportunities. Here’s how to have networking conversations that actually lead to job interviews: 1️⃣ Start with Genuine Interest and Intention of Building the Relationship After some research on the connections, reach out with curiosity, not desperation. Example: “I admire your career path in [industry]. What are some challenges you’re seeing within this space?” 2️⃣ Focus on Their Experience People enjoy sharing their journey. Ask thoughtful questions: ✔ What expertise have you developed in this role? ✔ What are the 2 biggest challenges you’re working on now? ✔ What skills have been most valuable for finding workable solutions? 3️⃣ Share Your Value—Naturally Instead of asking for a job, share what you’ve been working on (or had success in) that is relatable. Example: “I’ve been leading [specific projects] and applying my expertise in [industry]. Sometimes that experience can be a solution to X (one of the challenges they mentioned). 4️⃣ End with a Soft Ask and offer to be a resource for them. Don’t force a referral—invite guidance. Example: “Based on what I’ve shared, who else in your network would be appropriate to be introduced to?” 5️⃣ Follow Up & Stay Visible Keep the relationship alive—send a thank-you note along with a resource for them. Engage with their content, and if you met with a person they referred,  update them on your progress. The best networking is an exchange. It’s strategic and relational. Networking can be challenging if you view it one way.  Make it mutual. Let me know in the comments if you agree that both parties need to benefit from networking conversations and how you prepare to make that happen.