In today’s digital age, networking might seem old-fashioned.
Why spend time on face-to-face interactions when you can reach thousands of people with a single click?
Yet, you’re here reading this because you understand there’s immense value in building genuine connections.
And you’re absolutely right.
Networking remains a crucial component of success for startup founders.
In fact, a study in Forbes found that 78% of startups attribute their initial success to strong networking efforts, which helped them land their first big clients or secure vital funding.
In this blog post, we’re going to explore six essential steps that will guide you through networking your way to startup success.
By the end, you’ll have a clear roadmap.
Let’s get into it!
1. Be Interested in Others
It’s natural to approach networking with a focus on personal gain.
After all, you’re here because you see the benefits that strong connections can bring to your startup.
There’s no shame in that.
But, to be truly successful with networking, you need a different mindset.
Many angel investors express frustration about founders who reach out without showing genuine interest in the person they’re contacting or in what they do.
Erik Huberman, the Founder and CEO of Hawke Media and an avid angel investor, encapsulates this sentiment perfectly:
“Doing no research into what I invest in and just sending me a deck cold shows you are just spraying and praying, and I don’t want to invest in someone that isn’t intentional with who they take money from.”
The same is true if you’re networking to find clients for your products or services.
If you’re only interested in what you have to gain, you’re going to fail.
The ‘Benjamin Franklin Effect’
The key to successful networking is to show an interest in others.
One way to achieve this is by using a psychology technique known as the Benjamin Franklin Effect.
The backstory of this effect goes back to Franklin’s time when he wanted to win over a rival legislator.
Instead of offering a favor, Franklin asked to borrow a rare book from him.
The rival, flattered by the request, lent Franklin the book and the two ended up becoming friends.
The psychology behind this effect suggests that when someone does a favor for you, they are more likely to have positive feelings towards you.
It sounds a little weird, but it works.
Applying this to networking means that instead of leading with your business needs, you could start by asking for advice or insight.
(Obviously, don’t ask for something that will cost too much time or money.)
Using the Benjamin Franklin Effect can help you do your research, reach out in a genuine way, and build trust with someone before ever discussing your business or what you’re looking for.
This approach not only makes your connections more meaningful but also more beneficial in the long run.
10 Networking Quotes From Top Founders, Investors, Entrepreneurs & Authors
Next, we’ll look at ten quotes about the importance of putting others first when networking.
These insights will further emphasize why leading with authenticity is the foundation for long-term success in the startup world.
Here they are:
- Reid Hoffman (Co-founder of LinkedIn):
“Your network is the people who want to help you, and you want to help them, and that’s really powerful.” - Dale Carnegie (Bestselling Author):
“You can close more business in two months by becoming interested in other people than you can in two years by trying to get people interested in you.” - Mark Cuban (Investor):
“Business happens over years and years. Value is measured in the total upside of a business relationship, not by how much you squeezed out in any one deal.” - Keith Ferrazzi (Author and Entrepreneur):
“The currency of real networking is not greed but generosity.” - Gina Romero (Entrepreneur):
“A really important part of networking is actually about what you bring to the table-not just what you want to get out of it. Contribution is a big part of networking success.” - Seth Godin (Marketer and Author):
“Networking that matters is helping people achieve their goals” - Simon Sinek (Inspirational Speaker):
“The true value of networking doesn’t come from how many people we can meet but rather how many people we can introduce to others.” - Richard Branson (Founder of Virgin Group):
“Succeeding in business is all about making connections.” - Bob Burg (Bestselling Author):
“The successful networkers I know, the ones receiving tons of referrals and feeling truly happy about themselves, continually put the other person’s needs ahead of their own.” - Gary Vaynerchuk (Entrepreneur and Investor):
“Provide 51% of the value in a relationship, whether it’s with an employee, a client, or a stranger.”
2. Following Up
It’s hard to measure networking success in immediate results, like landing a sales call or securing an investment pitch right after a conversation.
And that’s okay.
Because that’s not what we’re aiming for.
The goal of networking is to deepen relationships with the long-term potential for those connections to eventually lead to sales, partnerships, or other opportunities.
So you might be wondering:
“How do I measure something like relationship-building, and how do I know that I’m moving toward my goals?”
And the answer lies in having a solid follow-up strategy.
Take John Corcoran, Co-founder of Rise25 Media, as an example.
He has a strategy of categorizing your follow-up leads into four buckets:
- 30 days
- 60 days
- 6 months
- 12 months
People who have the potential to turn into a sale or other benefit should go into the 30-day bucket – so you can follow up with them in 30 days or less.
Others who don’t have the same potential can go into the 12-month bucket. You still follow up with them, but don’t spend so much time on it.
And now the next question…
What should you say in these follow-ups?
Corcoran says it’s about delivering value first:
“Before you get to the point of drafting the follow-up message, what I try and do is feel out whether there’s potential here…and looking for ways in which you can deliver value to that person, especially if it’s something that doesn’t require a huge input of your time.”
This value doesn’t even have to be related to your business.
It could be anything.
The key is to find ways to deepen the relationship and build trust and connection.
Follow-up Wisdom From ‘The Pursuit of Happyness’
There’s a scene in The Pursuit of Happyness, where Will Smith’s character, Chris Gardner, tries to build rapport with a top-level pension fund CEO, Walter Ribbon.
In the movie, Chris gets an opportunity to go with Walter to watch a San Francisco 49ers game.
During the game, Chris makes his business pitch to Walter and it falls flat.
But that’s not the end of the story.
Chris meets several wealthy people during the game and follows up with them, converting a number into important clients.
That’s the essence of networking.
You build relationships that, over time, lead to opportunities that you couldn’t have imagined at first.
So how can you stay on top of following up with your own potential leads?
To help you manage and track these valuable connections, consider using tools like ClickFunnels as your CRM and email platform.
With ClickFunnels, you can set up automated follow-up emails and messages, keeping your network engaged over time.
Plus, you can easily track which contacts turn into sales, investments, or other key outcomes, ensuring that your networking efforts are always moving you closer to success.
Start Your 14-Day ClickFunnels Free Trial Now!
3. Leverage Existing Connections
Now that we’ve covered your approach to networking and how to follow up effectively, it’s time to dive into the actual process of finding people to connect with.
Steps 3 through 7 will focus on how to do this.
One of the most valuable and easy-to-reach resources you have is your existing network.
Whether from previous jobs, educational experiences, or personal connections, you likely know people who can either directly help you or introduce you to others who can.
These existing connections can be a goldmine for networking.
Here’s how to leverage them.
When reaching out to these individuals, start by reminding them of your shared history or how you know each other.
Be clear about why you’re reaching out.
But, it’s crucial to approach these conversations with value in mind. Offer something in return, such as insights, advice, or support.
Always be prepared to accept a polite ‘no,’ and make sure your request doesn’t come across as demanding or presumptive.
Maintaining a positive relationship is more important than any new introduction.
By leveraging your existing connections thoughtfully and respectfully, you’ll be better positioned to expand your network and unlock new opportunities for your startup.
4. Attend Industry Events
Attending industry events can be a powerful way to connect with the exact people who can help your startup succeed.
These events gather professionals from your industry in one place, making them a prime opportunity to meet potential clients, investors, or strategic partners who share your interests and goals.
They can be offline or online.
It’s natural to feel a bit apprehensive about attending such events.
You might worry about being overwhelmed by the crowd, not knowing what to say, or feeling out of place among more experienced professionals.
These fears are common.
But they can be managed effectively by applying the strategies we’ve discussed earlier.
Remember the three steps we’ve outlined:
- Start conversations.
- Ask questions to assess how valuable the person could be for your goals.
- Place them into one of your follow-up buckets (30 days, 60 days, 6 months, or 12 months).
- Deliver value in your follow-up, whether it’s through advice, a helpful resource, or just a thoughtful message that keeps the relationship warm.
Keep in mind that each conversation you start is a potential gateway to a new opportunity, and every connection you make can be a stepping stone toward your startup’s growth.
And a reminder: tools like ClickFunnels can be invaluable for your networking.
Use ClickFunnels as your CRM to keep track of all the new contacts you meet, categorize them into follow-up buckets, and set up automated follow-up emails.
This way, no connection slips through the cracks.
You’ll be able to monitor which ones eventually lead to the outcomes you’re aiming for, whether that’s investment, new clients, or strategic partnerships.
Start Your 14-Day ClickFunnels Free Trial Now!
5. Be Active Online
In today’s digital world, being active online is crucial for effective networking.
One powerful strategy to guide your online networking efforts is Russell Brunson’s concept of the Dream 100, introduced in his book Traffic Secrets.
The Dream 100 is a targeted approach to networking that helps you identify and build relationships with the top 100 people who could have the biggest impact on your business – whether as clients, partners, or influencers.
To create your own Dream 100, start by identifying the individuals or entities that are most influential in your industry or niche.
These could be key clients you want to land, influencers who can promote your product, or potential partners who can help you grow.
Once you have your list, the goal is to “work your way in”.
This means gradually building relationships with these people over time.
Here’s a 60-day strategy to successfully network with your Dream 100:
Days 1-14: Find, Follow, & Engage With the Right Person
- Identify the person you should be trying to connect with on each platform.
- After identifying these key figures, subscribe to their content, follow them on all social channels, and start engaging with their posts.
- Engage with their content in comments or shares.
- Your goal during these first two weeks is to get noticed and establish yourself as a consistent, supportive presence.
Days 15-30: Contacting the Dream 100 (No Pitches Allowed)
- Now, reach out directly via email or direct message.
- Don’t pitch anything, just build rapport.
- Start a conversation by asking a question about their content, sharing how they’ve impacted you, seeking advice, or similar.
- Your goal during these two weeks should be on establishing an authentic connection, rather than pushing your agenda.
Days 31-60: Deepening the Relationship
- Over the next month, deepen the relationships you’ve begun to build.
- Continue conversations, offering value, and don’t make any requests too early.
- Gradually, as trust is built, opportunities for collaboration or support will arise naturally.
- Your goal is just to build that trust.
Days 60+: Promote Your Product or Service
- Now that you’ve laid the groundwork, you can begin to introduce your product or your pitch.
- If you’ve done the first 60 days successfully, you should know what interests the person in your Dream 100.
- So you should be able to make your request in a way that still gives more value than it asks.
For more insights on how to build and leverage your Dream 100, check out Russell Brunson’s Traffic Secrets.
You’ll find detailed strategies for driving traffic and scaling your business online.
6. Start Talking to Everybody
In your daily life you’re constantly surrounded by opportunities to connect with people.
Whether you’re at a coffee shop, standing in line at the grocery store, or chatting with someone at the gym, you never know who might have a need you can solve.
A perfect example is how Salesforce, now a multi-billion dollar leader in the CRM industry with annual revenue surpassing $31 billion, won its first customers in the most unexpected places.
One of them was literally standing in line at a shop.
If this doesn’t inspire you to start networking with everybody you meet… then I don’t know what will!
The Salesforce Story: How a Chance Encounter Led to a First Customer
Marc Benioff, the founder of Salesforce, shares this story in his book Behind the Cloud.
In the early days of Salesforce, they struggled to make sales, so everyone in the company was encouraged to reach out to anyone they knew.
Diane Mark, a product manager at Salesforce, was standing in line at Mollie Stone’s market when she bumped into a former colleague.
She struck up conversation and asked him what his company used to manage its sales process.
He said their current system was a ‘mess’.
Diane quickly arranged a meeting with iSyndicate’s executives and, not long after, they signed on as Salesforce’s second customer.
So there you go.
You never know who you might meet, and every conversation holds the potential to lead to a meaningful connection or business opportunity.
Now that you have a strategy and a follow-up system in place, you’ll be prepared to turn these chance encounters into lasting relationships that could significantly benefit your startup.
All it takes is a conversation to find out!
Final Thoughts on Networking Your Way to Startup Success
Networking might seem like an outdated method for growing a business.
With so many modern techniques available, why rely on something as old-school as networking?
The answer is simple: networking has stood the test of time for a reason—it works.
In fact, networking is the foundation upon which all other marketing and client acquisition strategies are built.
Whether you’re leveraging social media, email campaigns, or content marketing, the relationships you build through networking are what fuel these efforts.
And there’s one other thing.
Networking is one of the few marketing techniques you can do for free, anywhere, and at any time.
In this blog post, you’ve seen simple steps to:
- Be interested in others
- Have a follow-up strategy
- Leverage your existing connections
- Attend industry events
- Engage online with intention
- Talk to everyone you meet
Incorporating the above into your marketing strategy will help you lay the groundwork for sustainable, long-term success.
Now, go out there and start building those connections.
You never know which one could be the key to your next big breakthrough!