Networking to Expand Client Base

Fact: Outbound sales is broken. Incentives and strategies are misaligned. Tools like Salesloft and Outreach didn’t cause it. They amplified it. Now marketing and sales need to work together to fix it. The real issue is that sales managers push SDRs to prioritize volume over quality, leading to generic outreach that no one wants to read. Fixing this starts with focus. Give SDRs a small set of accounts, 30 per quarter, and tier them into A, B, and C priorities (using tools like Clay, Tofu, Unify). This makes it clear who they’re targeting and allows them to spend their time understanding the industries, companies, and people they’re reaching out to. Instead of chasing volume, they can dive deep into the problems their prospects are trying to solve. With the right tools, resources and 𝘁𝗿𝗮𝗶𝗻𝗶𝗻𝗴, SDRs can educate themselves on the pain points, motivations, and challenges of their target audience. They can craft outreach that adds value and speaks directly to what matters most. Take me as an example. If you’re reaching out to someone like me at MoEngage, don’t send lazy, cookie-cutter emails like: “Does getting more pipeline keep you up at night” “Would you be interested in getting more qualified meetings” “Do you want customer lists of your competitors?” “Are you still interested?” “I haven’t heard back. I’ll assume this isn’t a priority.” These don’t work. They’re noise. If you want my attention, show me you’ve done your homework. Understand that I’m focused on growing in North America. Recognize the challenges of expanding into a crowded market. Tell me something valuable about how companies like mine are navigating those problems and how you can help. This approach may lead to fewer meetings overall, but the meetings you get will be better. SDRs and AEs will know their audience. They’ll understand the pain points. They’ll deliver messaging that lands because it’s relevant and thoughtful. And this isn’t just a sales problem. Marketing has to help. Marketing should train SDRs and AEs with insights about the market, the ICP, and the problems worth solving. Outbound sales works best when sales and marketing are aligned, working together to get the right message in front of the right people. Stop trying to get more meetings. Focus on getting better ones.

In my early career, I thought networking was all about building as many connections as possible. But I quickly learned that effective networking isn't about the quantity of your connections—it's about the quality. Throughout my career, the connections that have truly made a difference weren’t the ones where I just asked for help—they were the ones where I made it easy for others to want to help me. If you want to make others genuinely want to help you, it’s crucial to move beyond simply asking for favors. Instead, focus on creating value and building relationships where both parties benefit. So, how can you do the same? Here are four tactical tips to help you network effectively: ✅ Do Your Homework Before reaching out, research the person or company you’re interested in. Understand their work, challenges, and how you can add value. For instance, instead of asking a connection for job leads, do your own research first. Identify specific roles and companies you’re targeting, and then ask if they can help with an introduction. This approach shows initiative and respect for their time. ✅ Be Specific in Your Ask Whether you’re asking for an introduction, advice, or a referral, be clear and concise about what you need. For example, instead of asking, “Do you know anyone hiring?” say, “I noticed [Company Name] is looking for a [Role]. Would you be open to introducing me to [Person]? I’m happy to send you my resume and a brief write-up you can pass along, too.” This shows that you’ve taken the initiative and makes it easier for your contact to say yes. ✅ Offer Mutual Value When requesting a meeting or advice, frame it as a two-way conversation. Instead of saying, “Can I pick your brain?” try something like, “I’d love to exchange ideas on [specific topic] and share some strategies that have worked for me.” This not only makes your request more compelling but also positions you as someone who brings value to the table. ✅ Follow Up with Gratitude After someone has helped you, don’t just say thank you and disappear. Keep them in the loop on how their help made an impact. Whether you got the job, secured the meeting, or just had a great conversation, let them know. This closes the loop and makes them more inclined to help you in the future. Your network is one of your greatest assets—nurture it well, and it will be there for you when you need it most. What’s one networking tip that’s helped you build stronger connections? *** 📧 Want more tips like these? Join Career Bites - free weekly bite-sized tips to supercharge your career in 3 minutes or less: lorraineklee.com/subscribe 📖 You can also get behind-the-scenes stories, updates, and special gifts for my upcoming book Unforgettable Presence: lorraineklee.com/book

Most people think networking is about finding the next opportunity. I couldn't disagree more. To me, networking has never been about collecting business cards, adding LinkedIn connections, or reaching out only when I need something. It's about building genuine relationships over time; slowly, consistently, and authentically. Many of the opportunities that shaped my career, both as a professional (at PwC and Microsoft) and as an entrepreneur (at Pebble Ridge Capital Group (PRCG) and Insure Me Group (IMG)), didn't come from submitting apps or making cold intros. They came from people.     Someone I had stayed in touch with.     Someone who remembered a convo we had months or even years earlier.     Someone who opened a door I didn't even know existed. That taught me a lesson I'll never forget and one I now share with everyone:     Networking is a long-term investment, not a short-term transaction.     The best time to build your network isn't when you need something.     It's today. Stay connected. Check in. Celebrate other people's wins. Offer help without expecting anything in return. Because the strongest relationships are built long before they are ever needed.

🤦🏼♀️You don’t know what networking is. Sending a cold dm to a stranger on LinkedIn isn’t networking, it’s asking a stranger for help. It’s telling someone you need a job. And that’s fine and you need to do that but don’t get it twisted that is NOT networking. 🟢Networking is building relationships. 🟢Networking is getting to know other people. 🟢Networking is not about YOU. Here are some tips on how to network 1. Shift Your Mindset 🧠 Give first: Don’t just ask for favors; ask, "How can I support you?" or share helpful resources.   2. Be Selective 📈 Quality over quantity: One meaningful conversation is better than cold emailing 50 cards strangers. Personalized outreach: Never send a generic connection request. Add a note mentioning a shared interest, a recent article they wrote, or a mutual connection.   3.Long-term focus 📆 Networking is a marathon. Cultivate relationships before you actually need a job or a favor.     4. Be Ready 💃 Have your pitch down. Know your unique value proposition. Be memorable. 5. Leave the house 🚗💨 Go to in person industry events, conferences and happy hours. Play pickle ball. Go with your friend to their work event. Join a chamber of commerce. Make friends at a café. 6. Don’t be shy 🤝 How to break the ice: Approach people standing alone or in groups of three (they are easier to enter than pairs). Introduce yourself simply and ask open-ended questions like, "What brought you out here tonight?" or "What exciting projects are you working on?" 7 Follow Up 📱 The 48-hour rule: Always follow up within 48 hours of meeting, send a thank you note or a thank you. Better yet send an article or resource that connects back to the conversation you had. (Go back to step 1 be a resource) Mention something specific you discussed (e.g., "I loved hearing about your experience transitioning into tech") to jog their memory   8. Be active on social 👩🏼💻media: Share industry insights, comment on others' posts, and reach out to professionals for 15-minute informational interviews.   9- Nurture consistently 🎯 Check in occasionally with a quick text or email just to share a relevant article, say congratulations on a milestone, or see how they are doing   10- It’s not about YOU🤗Networking is about building a relationship that is mutually beneficial. GIVE VALUE. #howtonetwork #careeradvice #jobsearchtips #linkedin

Business development can feel overwhelming. I know a lot of people who don’t do anything because they think it’s going to take too much time or they don’t know where to start. The truth is it doesn’t have to be complicated. Fall is the perfect time to take small steps that keep you visible and connected before the year ends. Here are 20 things you can do this season to move your business development forward: Strengthen Relationships ✔️ Look through your calendar and follow up with three people you met once but never kept up with. ✔️ Send a handwritten note to a client or colleague — it stands out more than email. ✔️ Reconnect with three people in your network who left your firm or company. ✔️ Reach out to a mentor or former boss and update them on what you’re doing now. ✔️ Invite a junior contact to coffee — future decision makers often start here. Increase Visibility ✔️ Comment thoughtfully on three LinkedIn posts each day from people you want to stay close to. ✔️ Record a two-minute video sharing an insight or answering a question you often hear. ✔️ Share a client success story (with permission) to show the impact of your work. ✔️ Write a LinkedIn recommendation for someone in your network without being asked. ✔️ Share a behind-the-scenes look at your work process to make your expertise relatable. Leverage Content ✔️ Post an article or podcast link to a client with a note on why it made you think of them. ✔️ Share a client alert or industry update with your own commentary added. ✔️ Review upcoming conferences and pitch yourself for a panel or breakout session. ✔️ Offer to guest on a podcast or webinar where your target audience is listening. ✔️ Reach out to an industry journalist or editor with an idea they might quote you on. Build a System ✔️ Audit your LinkedIn “About” section and make sure it reflects who you are today. ✔️ Make a list of your five happiest clients and brainstorm ways to deepen each relationship. ✔️ Check alumni databases for new connections you haven’t tapped into yet. ✔️ Block one recurring weekly slot on your calendar dedicated to relationship building. ✔️ Pick two stalled opportunities in your pipeline and re-engage them. Business development doesn’t have to be complicated. The real mistake is doing nothing at all. Pick a few of these and commit to them this fall — you’ll be surprised how much progress you can make. Which of these ideas are you going to try? Let me know below! #BusinessDevelopment #LegalMarketing #MarketingTips #LinkedIn

Networking changed my life. I made friends I wouldn't have met otherwise, built business partnerships that bring us millions, and landed book deals I never imagined. Here’s my 5-step system to network better: Step 1: Make Two Strategic Lists List 1: People you already know who you want to deepen relationships with: • Friends of friends you'd like to know better • The VIP in your office you see at holiday parties • That colleague you want to move from professional to friendship List 2: People you want to meet (can be specific names or types) • "The sales director at X company" • "Someone in renewable energy" • "A startup founder in my city" Being specific makes it infinitely easier to take action.  ____ 2. Schedule a “Connection Hour.” Every week, I block one hour just for relationships. For me, it’s Tuesday happy hour. I fill that time slot with: • A new contact • A coffee catch-up • A LinkedIn message to someone on my list Without time on the calendar, connection never happens. ____ Step 3: Ask Goal-Oriented Questions Stop asking "How's work?". Start asking questions that spark deeper conversations: • "What gets you up in the morning?" • "What goals are you working on this year?" • "What's the biggest project you're excited about?" These questions make people think deeper, give you something memorable to follow up on, and transform small talk into real connection. ____ Step 4: Adopt the "Offer Mentality" Flip the script from "What can I get?" to "What can I offer?". Simple ways to help: • Write a LinkedIn recommendation • Share a relevant article or opportunity • Introduce them to someone in their target industry • Send vacation recommendations if they're planning a trip The more I give, the more trust I build - and the more people want to stay connected. ____ Step 5: Follow Up Like Your Grandmother Remember when grandmothers used to mail newspaper clippings they thought you'd find interesting? Do the digital version. Powerful follow-up strategies: • Send relevant articles • Forward interesting links • Send birthday messages • Write LinkedIn recommendations • Share opportunities you think they'd love I’ve shared these 5 steps with hundreds of people, and they’ve seen real results. Now it’s your turn.

I talked with them for business but now they are like close friends!! It still surprises me how many of our best client relationships started with just a simple conversation: no pitch, no deck, just real talk. Early on at Torchlight, I believed sales was about perfect decks, clever pitches, and chasing every lead in sight. But as we started handling bigger accounts and more complex projects, one thing became clear: No one trusts a stranger with a big-ticket decision. Did you know a study by even LinkedIn shows that buyers are five times more likely to engage with someone who’s helped them before, even without a pitch. At Torchlight, this is how we work. We never just show up in someone’s inbox and start selling services. We spend time understanding what’s actually going on in their business, what’s working, what’s not, what keeps them up at night. Sometimes, it’s a simple conversation about what’s happening in their industry. Sometimes, it’s sharing a resource or insight, no strings attached. We’ve had deals that took six months to close, but those are the clients who stay with us for years. Because by the time we talk business, they already trust that we “get it.” We become their sounding board, not just another agency chasing targets. Why does this work? When someone feels you’re invested in their success, not just your own, it triggers what is called the “liking principle”, people want to do business with people they actually like and trust. Quick wins in sales are rare, and usually, they don’t last. But relationships? Those are the real long-term assets. They bring in more business, more referrals, and frankly, more satisfaction at the end of the day. So before you rush to pitch your next service, ask yourself: Have you earned a seat at their table, as a person, not just a provider? That’s where the real selling starts.

Personalized B2B Customer Engagement at Scale Cold calling hasn’t been relevant for five years Using AI just to cold call faster isn't a strategy, it’s just more noise To achieve true personalization at scale, we’ve shifted away from automated outreach and toward AI Agentic teammates We are currently rolling out a system where sales teams get three distinct AI layers built on an “Ecosystem of Reference.” Here is how we are changing the game: 1. The Business Context We integrate the "DNA" of the brand, ICP data, brand guidelines, and white papers. This ensures the AI isn't just guessing; it’s operating with deep internal knowledge 2. The Professional Identity Engagement starts with showing up. These teammates allow salespeople to leave thoughtful, brand-aligned comments on prospect posts, building trust through consistent presence 3. The Authentic Voice Salespeople can finally create social content and have conversations that sound like them. It stays within brand guardrails while remaining relevant to the specific pain points of their ICP Does it actually work? We are only six weeks into implementation, and the results are already outperforming traditional methods: Growing Engagement: We are seeing a steady climb in impressions and organic reach 3 Meetings Per Week: Our sales reps are already hitting this milestone consistently In-Quarter ROI: If you sign a purchase order at the start of the quarter, we are generating meetings for you within that same quarter If you’re ready to move beyond the "spray and pray" era of sales, my book “Social Selling - Techniques to Influence Buyers and Change Makers” is available now on Amazon worldwide. Stop calling. Start building influence #Sales #Marketing #Leadership #SocialSelling #Speaker

My greatest error when I started into this business? Thinking that doing good work would be enough to drum up word-of-mouth introductions. It was, until people stopping actively thinking about me as much as I desired. What can Fractional CFOs and FP&A advisors do to make connections easier and an ongoing part of business development? Here are the 6 activities I encourage: 1) Networking Don't just look for companies that need your help. Look for the people who know the people who need your help. Networking is a proactive activity to connecting with high-quality people with the sole intention of learning from them and helping them. It is not about passing out business cards and adding them to an email list. 2) Partnerships Seek a win-win-win scenario. If a company needs help, make it easy for others to refer you. If you are the right provider, you win. But so does the client and so does the referral source. Few of us have the time to send out cold emails, join 12 calls every day, all while doing client work. Teaming up with others who trust us and can market on our behalf increases the odds of connecting with great prospects. 3) Social Media We no longer have to meet people in person to show that what we do. But just as we wouldn't pass around business cards at a networking event, we shouldn't bombard people with constant pitches. A presence on social media doesn't need to be clickbait marketing and trying to hook people into consuming empty calories. Instead, it's an opportunity to showcase experience and expertise. 4) Sales Sales used to feel icky to me, because I felt that I was pressuring someone to buy into me. But sales isn't icky if what we're selling is the antidote to someone's pain. If we fail in selling the cure, we force prospects to buy a sub-par service from someone else. 5) Workshops and Speaking There is no better medium for business development, self-development, marketing, and networking than workshops and speaking. It forces us to develop confidence and mastery in our craft. It allows us to demonstrate our authority and expertise. But we can do this all within the context of service to others. They have come to learn something new and we can be the ones to offer those lessons. 6) Masterminds Masterminds allow people to come together to learn from and challenge each other. As an advisor, we don't have to be the foremost expert in the room. We just have to be able to run a great facilitation and share wisdom. ---------- Some people think that Fractional CFO work is all about word-of-mouth introductions, delivering a recurring accounting package, and coasting once they have a bundle of clients. But clients change. And that means that over time: Needs change Scopes of work change Demands on our time change We might no longer be the right fit Doing great work is not enough to build a sustainable and growing financial advisory practice. That's table stakes. Active marketing is the key to sustainable growth.

How To Connect With Your Ideal Client (Without Pitching, Pushing, or Pestering) Everyone wants “in.” - Founders want investors - Advisers want high-value clients - Jobseekers wants career opportunities. But here’s the truth: The people you’re trying to reach are bombarded with noise. And most outreach fails because it’s rushed, generic, or self-serving. If you want to connect with high-value decision-makers, do this instead: Lead with value: 1. Don’t sell - serve. Share insights, spot inefficiencies, flag risks, connect dots. 2. Study before you speak Understand their goals, their business model, their blind spots. Take more time and tailor everything. 3. Make their world a little better Introduce a key contact. Send a useful article. No ask. 4. Play the long game Follow up with zero agenda. Stay on their radar. Trust builds slowly - then suddenly. Be the person who helps first Not the person who pitches first. The people you want to connect with? They rarely respond to “Here’s something I want to sell you.” But they almost always notice: “Here’s something that might help you.” That’s how relationships start. That’s how business gets done. Good luck.