The opportunities already sitting in your network
Your existing network is a commercial asset. Put the relationships to work through relevant conversations, useful introductions and follow-up with a clear purpose.
How can an existing network support business growth?
An existing network can support growth through relevant conversations, introductions and consistent follow-up. Begin with people whose needs or connections fit your offer. Understand their priorities, provide something useful and record the next step you agree.
A contact list needs attention
A LinkedIn connection, a meeting at an event or an introduction from a client can all create a starting point. The relationship develops through what you do next.
I see networking as commercial work when it has relevance and follow-through. That means understanding the person, remembering the conversation and finding a useful reason to stay in touch.
Begin with relevance
Review a small group of existing contacts. Which people fit the businesses you want to work with? Who understands your offer? Who could benefit from a useful introduction?
Put your attention where the commercial fit is strongest. A relevant conversation with someone who already knows you can open an opportunity that a broad campaign would miss.
Give people a reason to reply
A good follow-up connects with the conversation you had. It might share something useful, introduce a person or ask a specific question about a challenge they mentioned.
My own outreach often starts simply: what is keeping you busy, and what are you trying to grow? That creates room to understand the business before discussing support.
Keep the relationship moving
Record what you discussed and the next step you agreed. If there is no immediate opportunity, stay relevant rather than forcing a sales conversation.
Set aside time each week to follow up on a handful of existing relationships. You will learn more about the value of your network by working with it than by counting it.
Explore events and relationships
Questions about relationships
Should I contact every person in my network?
Start with a relevant group rather than sending the same message to everyone. Consider their business, your relationship and the reason for reaching out.
What makes a useful follow-up?
A useful follow-up refers to the previous conversation and offers a relevant action, resource or introduction. It gives the other person a clear reason to respond.
Adapted from my recent LinkedIn ideas and content. Archive dates arranged as a weekly series; website edition published 30 September 2026.