Most business problems start with choosing the wrong people to work with. A strong network gives you the luxury of choosing.
The idea
Derek Coburn, a wealth manager and co-founder of Cadre, estimates that 95% of business problems trace back to the moment an owner says yes to the wrong client. People do business with people they know, and that runs both ways: you want to work with people you know, like and trust, too. In any business where you eat what you kill, working with the right clients matters as much as winning the work. So staying in touch and adding value is also how you find out whether you want to work with someone. Before I started my consulting firm, a PR veteran gave me the best advice I got: the clients you say no to shape your business just as much as the ones you say yes to.
How to do it
Write down what a great client looks like for you, including "people I genuinely get along with."
Prioritize work that comes through someone you know.
Do due diligence. Asking a prospective client for references isn't crazy; trust has to run both ways.
Walk away from the red flags: the person glued to their phone the whole meeting, the one with a reputation as a nightmare client.
Example
When I ran my consulting firm, I eventually got to choose my projects. I noticed my best clients came via someone I knew, while the "Contact Us" form brought quick money but rarely great work. So I mostly stopped answering the form and prioritized introductions. The website became little more than an electronic business card.
Watch out for
Staying in "putting food on the table" mode forever. Early on I answered anything and everything, down to $300 website builds. Once I moved into a growth mindset, I started asking of every inquiry whether I'd want this client and be proud of the project.
The Icky Factor: Being systematic about relationships can feel manipulative. Structure is actually how you keep showing up for the people you care about.
Passion Prospecting: Host regular events around something you genuinely love, like wine or golf, to attract clients and prospects who share it.
The Chain of Trust: Trust travels through people. Beth trusts Jack, Jack trusts me, so Beth gives me five minutes. One careless, templated message can snap the link.
The Three Client Boundaries: Before working with a new client, set boundaries on time, responsibilities and communication, and present each one as part of your value.