How to Find a Networking Connection—Even When You Aren’t Connected
Today, I worked with a client who wanted to connect with the CEO of a small firm he was interested in. He believed he had exhausted every possible avenue to establish a connection. So, I asked:
“Did you check for 1st and 2nd connections on LinkedIn?” Yes, no luck.
“Did you search through your alma mater?” Yes, no luck.
“Are you part of any mutual associations?” Yes, no luck.
At that point, I thought, it’s time to get creative. I suggested an idea that seemed like a long shot but was worth exploring: What if the CEO is speaking at an upcoming conference? I checked the CEO’s LinkedIn page, and sure enough, he had recently posted about an event where he’d be speaking in two weeks.
So, what’s the plan? My client will attend that conference, listen to the speech, and approach the CEO afterwards—just like many attendees do. I advised him not to aim for a lengthy conversation at the event but to make a positive impression instead and ask for a follow-up meeting. By offering an intelligent comment or observation about the speech, my client might demonstrate his value and secure a future conversation with the CEO.
Your Networking Options Are Endless
The beauty of networking today is that your list of potential connections is practically unlimited. With tools like LinkedIn, you can quickly identify and reach out to people. It’s not just about your first-degree connections—you can also tap into your second-degree network. For example, if you have only 10 first-degree LinkedIn connections, and each of them has 10 connections, you now have access to a network of 100 people.
What If You Can’t Find a Connection?
If you’ve searched extensively and still haven’t found a mutual connection, don’t give up. There are several other ways to establish contact:
Leverage your alma mater.
Tap into your past workplaces or shared industry affiliations.
Look for conferences or events where the person you’re targeting might be speaking or attending.
And if all else fails, don’t be afraid to reach out cold. When sending a cold message, personalize it by referencing something specific about the person’s background or company. This shows that you’ve done your homework and aren’t just sending a generic message. While the response rate for cold outreach won’t be as high as with the other methods, you have nothing to lose by trying.
The Bottom Line
Networking isn’t about running out of options—it’s about being resourceful and persistent. Whether you’re leveraging LinkedIn, attending conferences, or reaching out directly, there’s always a way to connect. The key is to stay creative, do your research, and approach people with authenticity and professionalism.
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