In my professional journey, especially during periods of seeking new challenges or building a business, I’ve consistently found that amazing conversations and interesting new connections, while valuable in themselves, don’t automatically translate into tangible opportunities. The most critical lesson I’ve learned is this: Don’t Be Afraid To Ask. If we don’t clearly articulate what we’re seeking or how others can help our Small or Medium-Sized Business (SMB), even the best networking encounters can become missed opportunities.

Tailoring Your “Ask”: Connectors vs. Opportunity Leads

I’ve found it helpful to think about professional contacts in two broad categories, each requiring a slightly different approach to “the ask”:

1. Connectors:
   • These are the network hubs; respected individuals in their industries, well-connected in specific sectors or geographies, natural relationship builders, and generally curious people.
   • Your Approach: When meeting with a Connector, after establishing rapport and understanding their world, clearly articulate your SMB’s goals and the kind of help you’re seeking. For example:
     “You were recommended to me as a leader in [their industry/area] and someone deeply connected within the Niagara-Hamilton business community. My company, [Your SMB], helps businesses like yours achieve [key benefit, e.g., operational efficiency through smarter IT]. We’re currently looking to expand our partnerships with innovative companies in [target sector] that are focused on growth. While you may not have a direct need for our services yourself, would you be willing to introduce me to a few other leaders you know who are passionate about [relevant theme, e.g., leveraging technology for growth] and whose companies might be exploring these areas?”
   • The Goal: With Connectors, you’re primarily seeking warm introductions to others who might be direct opportunities or valuable further connections. If direct introductions aren’t immediately possible, ask for names of individuals or companies you could reach out to.
2. Opportunity Leads (Potential Clients, Partners, etc.):
   • As you network, some contacts will emerge as potential direct opportunities for your SMB. Many valuable opportunities, especially for strategic partnerships or higher-level solutions (like those a fractional CIO might propose), aren’t always advertised on a “job board” or via a formal RFP. You often need to create the possibility through conversation.
   • Your Approach: After learning about their business, their aspirations, and their challenges, look for authentic ways to “plant a seed”:
     “Learning about [Their Company]’s focus on [their goal, e.g., enhancing customer experience] is really exciting. We’ve actually had unique success helping similar SMBs leverage [your solution area, e.g., integrated CRM and data analytics] to achieve precisely that. I’m not sure if you’ve considered how a [your offering, e.g., fractional CIO or specific tech solution] could help you accelerate that specific growth challenge, but if exploring that becomes a priority, I’d be very interested in discussing it further.”
   • The Goal: You’re not always going for an immediate sale, but sparking interest and positioning your SMB as a valuable resource for when the need becomes more acute.

The Foundation: An Authentic Approach

Of course, to earn the right to make any “ask,” you must first lay a foundation of genuine connection:

• Be Genuinely Interested: Show curiosity about the person, their business, their challenges, and their needs.
• Be Willing to Reciprocate: Always be thinking about how you can help them. Can you offer a connection from your network? Share a useful insight?
• Be Realistic: They may not have the connections or immediate opportunities you’re seeking. Sometimes, a great conversation that builds a relationship for the future is the primary win.
• Be Thankful and Follow Through: Appreciate any help offered. If introductions are made, follow up promptly and keep the referrer informed of your progress. This builds trust and makes them more likely to help again.

What’s Next

Ultimately, success in business development, strategic partnerships, or even internal advocacy often comes down to being willing to clearly and respectfully ask for what you need or propose what you can offer. Hoping people will intuit your needs or your SMB’s value proposition rarely works. Be clear, be authentic, and don’t be afraid to make “the ask.” It’s a fundamental step in helping your business “Succeed Sooner.”

Is your SMB clearly articulating its “ask” in its networking and business development efforts? Are you effectively planting seeds for future opportunities? If you’re looking for a strategic partner who understands how to build valuable connections and articulate clear value propositions, let’s connect with Succeed Sooner Consulting.