Let’s be clear. In 2025, simply having a network isn’t enough.
Many established firms, particularly those with seasoned consultants, possess a wealth of incredibly valuable connections.
Yet, too often, this potential remains untapped, a goldmine left unexplored.
We’re all navigating the same turbulent waters… economic uncertainty… the commoditisation of services… a digital landscape where attention is a scarce commodity.
The challenge, then, is not just building a network, but activating it strategically.
I’ve spotted a consistent pattern: senior consultants, with their vast experience and established reputations, often rely on the assumption that their network will naturally translate into revenue. ‘They know who we are,’ the thinking goes. But in a rapidly evolving market, this passive approach is a significant risk.
Maybe they expect someone junior to come in and magically create a load of new leads… when all that value is already sitting there untapped. Or maybe they hope that a newsletter sent out a few times a year will be enough.
Consider this, though: your network represents years of invested time and effort (maybe many decades, depending on the size of your team.) Are you really leveraging that to its full potential? Or allowing it to become a dormant asset?
There’s a way to fix this.
Here’s a starting point:
- Map the Value, Not Just the Names: Don’t just list contacts. Segment them based on their potential to drive revenue. Who are the key influencers? Who are the potential clients? Where are the hidden connections within their networks?
- Elevate the Conversation: Move beyond generic service updates. Position your expertise as a strategic asset. Share insights, not just sales pitches. What problems are you solving, and how are you doing it differently?
- Create Collaborative Spaces: Host discussions, both online and offline. Bring your network together to share ideas and solve problems. This builds trust and positions you as a facilitator, not just a vendor.
- Refine the Connection-to-Client Pathway: Your sales process should reflect the value you bring. This isn’t about hard selling. It’s about demonstrating how your expertise can solve their specific challenges.
Just some jumping-off points, but it’s easy to form this into a strong strategy.
This isn’t about instant results. It’s about building a sustainable, revenue-generating ecosystem. It’s about turning your network from a passive list into an active, strategic advantage.
It’s a transformation that could unlock significant new revenue opportunities and dramatically increase the value of your business long-term.
So – time to decide: will your network be a goldmine, or a graveyard?
