Six years ago, when I moved to the U.S., I knew nobody… You know, besides my extended family.
I had no business contacts and no potential clients —just my high spirits, a vision, and my cute face.
Then, I met Anne.
Anne is a public speaking coach who goes to the gym with my aunt. We connected, had a great conversation, and eventually, she hired me.
Yay! My first client!!
Through Anne, I met Brian, and thanks to Brian, I got introduced to over a dozen people in my first year of business.
That’s how it works—just one person can change everything.
One person can open doors, can bring you into their network, refer you to clients, or lend you the credibility of having them as a client.
My point is, you don’t need thousands of followers. You need the right connections… and a cute face.
(Jk about the cute face haha!)
In professional services, you only need to meet the right 200 people.
Who Are These 200 People?
Simply put, these 200 people are the key relationships that will drive your business forward.
They can be broken down into three groups: Ideal Clients, Champions, and Connectors.
- Ideal Clients are the decision-makers who need your services.
- Champions are the people who know and trust your work. They don’t need your services themselves, but they believe in you and will recommend you at the right time.
- Connectors are the people who love making introductions. They may not know your industry very well, but gosh they are well-connected and they love playing matchmaker.
The goal is to build high-value relationships with them. Relationships that are based on mutual respect and admiration.
So… How do we do this?
5 Ways to Build High-Value Relationships
Building your network takes time, intention, and a genuine desire. It is also your strongest marketing vehicle when doing Relationship-Based Marketing.
Here’s how to start:
1. Get Intentional About Who You Want to Meet
First, get clear on who your ideal client is. Define your Buyer Persona—what do they look like, what do they struggle with, and how can you serve them? The clearer you are, the easier it is to know when you’ve found the right fit.
PRO TIP: Download my Buyer Persona Worksheet here. This is the exact tool I use with my one-on-one clients.
2. Leverage Your Existing Network
Start with your current clients, friends, and family. Grab a coffee, catch up, and nurture those connections. Let them know you’re looking to meet people in a specific niche and ask if anyone comes to mind. This also plants the seeds when they come across an opportunity in the future.
PRO TIP: Reach out when you don’t need anything. This keeps the relationship warm and genuine—no hidden agenda.
3. Engage in Niche Communities
To grow your network, go where your ideal clients hang out. Whether it’s industry groups, professional associations, or online communities, get involved. Don’t just sit in the background—participate, share, help others.
PRO TIP: Offer help before asking for anything in return. This builds trust, and people will naturally want to return the favor.
4. Do Outreach with a Purpose
When it’s time to reach out, don’t just say, “I want to explore opportunities to work together.” That’s bland, and it leads nowhere. Instead, come with a solid reason to connect. This is a full guide on how to do this type of outreach with a purpose.
Here are two tried-and-true approaches:
- “I need your help”: Let them know you’re launching something new and would love to get their insights.
- “I want to elevate you”: Invite them to share their voice on your platform—whether it’s a podcast, webinar, or even an article. Make them the star.
5. Create Meaningful Content to Attract Your Ideal Clients
Content is a great way to get on people’s radar. Create material that speaks directly to their needs and challenges. You can use AI to generate fresh content ideas. When they engage with your content, follow up with a personal touch. Start a conversation, offer additional value—make it count.
Depth Over Breadth
Strong relationships with 200 key people can sustain your business for years. These are the people who trust you, refer you, and truly value what you bring to the table. Having a large audience might look flashy, but if they’re unengaged, they won’t fuel real, lasting growth.
Focus on depth, not breadth.