It’s not who you know but who knows you

Dominik Loncar, CYBF Entrepreneur-in-Residence, dloncar@cybf.ca

I hear many people use the statement, “It’s who you know, not what you know that counts.” The implication is that having connections is more important than what you have to offer.

Most of us have experienced this at some point. You get a job because a colleague you worked with refers you. You land a sale because you personally know someone in the company. You get a new client because a cousin recommends her to you. However, there’s a greater truth: It’s not who you know BUT who knows you.

Just because you know someone doesn’t mean they’ll remember you. The key here is to be memorable. Asking someone for business is one thing, but taking the time to get to know that person, their concerns, their problems, their dreams as well as offering to help or giving them resources will make them much more appreciative of you. The next time you’re in a networking session, before you pass on your business card, take the time to learn about the other person and if you know of a way to help them then do so.

This idea also applies to social media. There is a general rule of thumb that says you need to be sharing useful content at least 70 percent of the time and promoting your business 20-30 percent of the time. Starting and growing a business, with integrity, involves more than just asking others to buy your product or service. Stop; listen; share and care.

If you do this long enough, your network of contacts will grow exponentially and so will your business.