I’ve been thinking a lot lately about whether most of us are building a series of connections… or a real network.
Ten years ago, I was a mid-level manager. My “network” was simple: colleagues I worked with, leaders inside my company, friends from university and high school, plus a few personal acquaintances. It grew naturally as I worked with talented people who eventually moved on to other organizations. I had LinkedIn mainly to show my role and stay visible for future opportunities. With a steady paycheck, I didn’t think much about the quality of my connections or whether my network was actually doing anything for me.
Then I became a business owner - and everything changed.
A high-quality network suddenly became a priority. I started attending more networking events, meeting people, adding them on LinkedIn, and building a list of “suspects” I could nurture into future opportunities. I made a deliberate effort to connect only with people aligned to my market and region - especially here in Manitoba.
But a challenge showed up fast, and I suspect you’ve felt it too:
How do you build a network that creates long-term credibility, referrals, and business growth - without wasting time on shallow connections?
On LinkedIn, it’s easy to collect hundreds of contacts. That doesn’t mean they see your content, remember your expertise, or think of you when an opportunity comes up. Many ideal clients aren’t active on LinkedIn at all.
Live networking helps you build real rapport quickly, but it can be hard to find your ideal prospects in a room where everyone is also trying to sell. Introductions are powerful—but when you’re newer, your referral engine may not be strong enough yet to sustain growth on its own.
So how do you make this all work?
What I’ve found—both personally and as a Sandler trainer—is that the answer isn’t one tactic. It’s a structured system that blends multiple approaches and turns every connection into something usable.
Below is the approach I teach to help franchisees (and myself) build a network that actually performs.
1. Start With Strategy, Not Activity
Choose platforms and events based on where your ideal clients actually are.
Digital platforms: LinkedIn, Facebook, Instagram, and others all serve different audiences. Pick one or two you know your market uses and build a consistent strategy there.
In-person networking: Join associations aligned to your target market. In Manitoba, a few strong starting points are:
Winnipeg Chamber of Commerce: Great for meeting small business owners and rising professionals. Expect many attendees to be employees of sponsors or early-stage entrepreneurs. If that’s your market, perfect.
Leadership Winnipeg (Chamber program): Once a year, this group brings together 40–50 local leaders for deep community and business exposure. If you get the chance—do it.
Manitoba Chamber of Commerce: Fewer events, often a higher concentration of senior business leaders.
U of M Associates / Asper events: Consistently strong rooms for business-minded professionals.
Business networking groups: Some are easy to join but light on ideal prospects. Others are highly valuable and limit representation by industry. Choose based on visibility and fit—not convenience.
Introductions and referrals: Don’t wait for referrals. Build a repeatable process to ask your network for introductions to people you want to meet.
Direct outreach: Walk-ins, cold calls, or proactive contact still matter. When done well, they create real at-bats with ideal prospects.
2. Build Your Own Database of Suspects
Your network should live somewhere you own—not only in LinkedIn.
LinkedIn: Great for tracking career moves, promotions, and context that helps you personalize outreach.
Live events: Collect cards, take notes, and connect digitally after.
AI / web research: AI tools can scan regional associations and company pages to help you find owners and decision-makers faster.
ZoomInfo: Powerful for filling in verified emails, phone numbers, company size, and industry data for people you meet in person, find on LinkedIn, or identify online. Want a FREE trail? Check it out >>HERE<<
3. Use a System to Convert Connections Into Conversations
A network is built through process, not luck.
Have a 30-second commercial that clearly communicates who you help and the problems you solve.
Use your CRM or a simple spreadsheet to schedule consistent reach-outs.
Expect that the first touch won’t always land. Use a contact cadence across multiple mediums (social + email + phone + in person) until you earn a real conversation.
4. Find Collaborators
Look for people who serve the same clients you want to serve. Share leads. Ask for leads. Build mutual momentum.
5. Stand Out by Leading With Value
If you want to be remembered, don’t blend in.
Whether online or in person, aim for real conversations that:
demonstrate your unique value,
create curiosity,
and gently challenge outdated thinking.
The best professionals don’t just sound friendly—they sound focused. They make prospects think. They don’t fall into the trap of being brushed off without making an impact or testing for a next step.
Building a network can feel complex. There will be moments you feel rejected, uncertain, or like you’re not getting traction fast enough. That’s normal.
In Sandler we say: there is no failure - only effort, learning, refining, and results.
If you want help building your network strategically, feel free to reach out. I’m happy to share what’s working.
Good selling.
Want to learn more about using LinkedIn - The Sandler Way? Grab your FREE copy >HERE<
