Quicker, easier, less expensive… And more effective

They say it’s not what you know, it’s who you know — and I think they (whoever they are) are right.

No one reading this is best web developer on the planet, yet, here we are carving out a living for ourselves. And while it’s fun to learn new CSS tricks and spend countless hours testing out tools — we’d probably have a much better ROI on our time if we spent it making connections.

But, let’s be real — we didn’t become web developers because we’re just so dang social 😅. So instead of the grind of making as many connections as possible, I spent a little time thinking about the highest value connections.

You’ve probably already considered the obvious — the local chamber, marketing agencies, IT companies — but I thought I’d share my notes on a few of the less obvious:

• SBA (Small Business Administration) Mentors — Advisors from SCORE or SBDCs work directly with startups and small businesses looking to grow.
• Economic Development Office — Many cities have these departments, who are directly involved with bringing new business to town.
• City Council & Nonprofit Board Members — These people are always networking and referring, and they know everyone in town (so you don’t have to).
• Loan Officers & CPAs — Anyone who handles money for businesses not only knows decision-makers, but has insight into what they’re up to.
• Event Coordinators — Most local events survive off sponsorships, so event coordinators always have close connections with business who spend money on advertising.
• Podcast Hosts — They not only reach all the people they interview, but everyone in the network of the people they interview.
• Recruiters & Staffing Agencies — These folks can be a goldmine, considering they’re working directly with decision makers of growing businesses.

The most important lesson I ever learned in terms of networking was that it wasn’t necessarily about selling directly to the people you’re networking with — but gaining access to their network.

If you make friend with someone like the local Economic Development Director (which I did early on in my career), you could get referrals for years. My EDC director even used my business as a selling point for the city in the slide deck she presented to companies all of the world (something about having local technical and marketing talent 😅).

Instead of dragging yourself to every networking event around town, could you find a few people from the list above to take out to lunch? I’d be willing to bet it’s quicker, easier, less expensive, and more effective.