Networking to Expand Client Base

My greatest error when I started into this business? Thinking that doing good work would be enough to drum up word-of-mouth introductions. It was, until people stopping actively thinking about me as much as I desired. What can Fractional CFOs and FP&A advisors do to make connections easier and an ongoing part of business development? Here are the 6 activities I encourage: 1) Networking Don't just look for companies that need your help. Look for the people who know the people who need your help. Networking is a proactive activity to connecting with high-quality people with the sole intention of learning from them and helping them. It is not about passing out business cards and adding them to an email list. 2) Partnerships Seek a win-win-win scenario. If a company needs help, make it easy for others to refer you. If you are the right provider, you win. But so does the client and so does the referral source. Few of us have the time to send out cold emails, join 12 calls every day, all while doing client work. Teaming up with others who trust us and can market on our behalf increases the odds of connecting with great prospects. 3) Social Media We no longer have to meet people in person to show that what we do. But just as we wouldn't pass around business cards at a networking event, we shouldn't bombard people with constant pitches. A presence on social media doesn't need to be clickbait marketing and trying to hook people into consuming empty calories. Instead, it's an opportunity to showcase experience and expertise. 4) Sales Sales used to feel icky to me, because I felt that I was pressuring someone to buy into me. But sales isn't icky if what we're selling is the antidote to someone's pain. If we fail in selling the cure, we force prospects to buy a sub-par service from someone else. 5) Workshops and Speaking There is no better medium for business development, self-development, marketing, and networking than workshops and speaking. It forces us to develop confidence and mastery in our craft. It allows us to demonstrate our authority and expertise. But we can do this all within the context of service to others. They have come to learn something new and we can be the ones to offer those lessons. 6) Masterminds Masterminds allow people to come together to learn from and challenge each other. As an advisor, we don't have to be the foremost expert in the room. We just have to be able to run a great facilitation and share wisdom. ---------- Some people think that Fractional CFO work is all about word-of-mouth introductions, delivering a recurring accounting package, and coasting once they have a bundle of clients. But clients change. And that means that over time: Needs change Scopes of work change Demands on our time change We might no longer be the right fit Doing great work is not enough to build a sustainable and growing financial advisory practice. That's table stakes. Active marketing is the key to sustainable growth.

I grew to 30,000+ followers on LinkedIn. These are MY 5 rules for LinkedIn (not AI-generated content) ↴ But does my content convert to clients? Honestly? Not as much as you'd think. Because when it comes to the work I do, such as facilitating team away days and leadership workshops, most leaders go with someone they've already worked with. It's human nature. Why take a risk on a stranger when you have a trusted name on speed dial? Followers don't fix that. Content doesn't fix that. Relationships do. So how do you build them when you're on the outside of closed networks? For me, the answer has been public speaking, building community and being intentional. Not just turning up to events I get invited to. But creating my own. Last year, I hosted an event on Limiting Beliefs. One of the people in the room was a leader at AXA Partners. We connected. We built a relationship. A few months later, I was delivering a Human Value in an AI-Driven World workshop to their team. No cold pitch. No agency. Just a room, a conversation, and trust built over time. Tomorrow I'm hosting The Reinvention Conversation on LinkedIn Live with Andreia Afonso. Another room. Another set of conversations. Another chance for the right people to find me, not the other way around. If you're a service-based entrepreneur trying to break into new client relationships, here's what's worked for me: 🎯 Rule 1: Host your own events. Ownership beats attendance. 🎯 Rule 2: Speak on what you actually care about. People feel the difference. 🎯 Rule 3: Follow up with intention. One conversation rarely closes anything. 🎯 Rule 4: Play the long game. My AXA Partners relationship was 6 months in the making. 🎯 Rule 5: Show up consistently. Trust is built in the in-between moments, not just on stage. From newsletters through to helpful content and community support. Followers are vanity. Rooms are currency. Love & Light, Andy Ayim MBE #Leadership #Facilitation #Entrepreneurship #PublicSpeaking #BusinessDevelopment

How I Learned to Turn LinkedIn Connections into Clients When I first jumped on LinkedIn for business, I made the classic rookie mistake. You know what I did? I'd connect with someone and immediately hit them with my sales pitch. ! (Yes, I was once a pitch-slapper😱) Through trial and error, I discovered what actually works, and it's all about building relationships step by step. 𝗦𝘁𝗲𝗽 𝗢𝗻𝗲 - 𝗕𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝗔𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀 - was all about getting on people's radar. Instead of selling, I started sharing genuinely helpful content about common challenges I knew my potential clients faced. More importantly, I engaged with their posts, adding thoughtful comments and insights. Pretty soon, I noticed more profile views and my network started growing organically. 𝗦𝘁𝗲𝗽 𝗧𝘄𝗼 - 𝗦𝗽𝗮𝗿𝗸𝗶𝗻𝗴 𝗖𝘂𝗿𝗶𝗼𝘀𝗶𝘁𝘆 - was the game-changer. I began sharing success stories... not long, boring case studies, but relatable wins from working with clients. I'd wrap up each post with a question to spark discussion. That's when things got interesting! People started reaching out, asking if similar solutions could work for their business. 𝗦𝘁𝗲𝗽 𝗧𝗵𝗿𝗲𝗲 - 𝗖𝗿𝗲𝗮𝘁𝗶𝗻𝗴 𝗖𝗼𝗻𝘃𝗲𝗿𝘀𝗮𝘁𝗶𝗼𝗻𝘀 - was where it all came together. Whenever someone engaged meaningfully with my content, I'd send them a personal message, mentioning something specific from their profile or their comment on my post. No sales pitch, just starting a genuine conversation. (LinkedIn InMail worked well for connecting with 2nd and 3rd-degree connections.) 𝗧𝗵𝗲 𝗥𝗲𝘀𝘂𝗹𝘁𝘀 I started having 2-3 meaningful conversations every week which naturally led to sales calls. Here's why it worked: I wasn't focused on selling - I was building trust one interaction at a time. Now, I know what you might be thinking - "This sounds like it takes forever!" And yes, it does require some patience. But trust me, once you build that momentum, the leads start flowing in consistently. The key is not rushing those initial steps. If you're struggling to turn your LinkedIn connections into actual conversations, give this approach a shot. It completely transformed my approach to LinkedIn, and it might just do the same for you. What do you think? Have you tried any of these strategies on LinkedIn?

This barber cuts his own hair to show support for his client battling cancer. A true reminder that people should always come before profit. When building your brand, ask yourself: Are you prioritizing people over metrics? It’s easy to get caught up in the numbers, likes, impressions, leads. Of course, they matter! But let’s not forget: real connections, empathy, and support are what build lasting relationships and trust. At the end of the day, it’s about the people behind the numbers. When people hired me to help growing their LinkedIn accounts, I always remind them that the true power of LinkedIn lies in building quality connections, not just chasing numbers. Here are a few ways to build genuine connections for business: 1. Engage authentically – Instead of just liking posts, take the time to comment thoughtfully. Ask questions or offer insights. This shows you’re interested in the person, not just their numbers. 2. Personalize outreach – When sending connection requests, add a personal note. Reference something you found interesting about their profile, and make it clear you’d like to have a meaningful connection, not just a transaction. 3. Share valuable content – Provide content that genuinely helps others or sparks conversation. This helps establish you as a resource, not just a salesperson. 4. Follow up thoughtfully – After making a connection, don’t immediately pitch your services. Start a conversation, and see where it naturally leads. This builds trust over time. 5. Be patient – Building real relationships takes time. Don’t focus solely on quick wins. Invest in people, and the results will follow. When you prioritize people over metrics, you’re not just growing your business—you’re building meaningful relationships that will last for years. Need help growing your LinkedIn page ans generating leads? I want to help 5 people generate leads. Send me a DM with the word, 'Leads'.

If you run a small business, networking isn’t just a nice-to-have. It’s an investment. Over the past year, I’ve attended events from an Amazon Web Services (AWS) soccer game to an American Express panel, and even a LinkedIn for Marketing launch party in NYC. One thing became clear: the connections you make and how you nurture them, can shape your business in ways you don’t see immediately. Here are 5 strategies that have made a real difference for Brkaway: Invest in conversations, not contacts. Showing up isn’t enough. At the AWS soccer game, I spent halftime asking people about their businesses and challenges instead of pitching Brkaway. That curiosity opened doors, sparked insights, and reinforced a simple truth: networking is about investing in others first. One warm introduction can change everything. Referrals and intros have outsized impact. A single connection might lead to a client, partner, or advice that saves months of trial and error. Showing up in the right rooms consistently keeps your business top of mind with the people who matter. Listen more than you pitch. At events like the AMEX panel, listening carefully was more powerful than rehearsing my elevator pitch. When you focus on understanding what others need, you build trust and credibility. People remember how you made them feel, not your elevator pitch. The best connections happen in between. At the NYC launch party, some of the most valuable conversations happened casually.. waiting for elevators, grabbing a drink, walking between spaces. Casual, unscripted moments often lead to more authentic relationships than formal networking. Follow up or it didn’t happen. Meeting someone is just the start. The real investment comes afterward: connecting on LinkedIn, tracking conversations, setting reminders, and engaging with people’s content. That’s how relationships grow into opportunities. Remember, networking isn’t a checkbox. It’s equity in your business. 

Recently, I posted about 𝗹𝗮𝘄 𝗳𝗶𝗿𝗺𝘀 𝗵𝗶𝗿𝗶𝗻𝗴 𝗳𝘂𝗹𝗹-𝘁𝗶𝗺𝗲, 𝗰𝗹𝗶𝗲𝗻𝘁-𝗳𝗮𝗰𝗶𝗻𝗴 𝗿𝗲𝗹𝗮𝘁𝗶𝗼𝗻𝘀𝗵𝗶𝗽 𝗲𝘅𝗲𝗰𝘂𝘁𝗶𝘃𝗲𝘀 𝗮𝘁 𝗮𝗻 𝗮𝗰𝗰𝗲𝗹𝗲𝗿𝗮𝘁𝗶𝗻𝗴 𝗽𝗮𝗰𝗲. Readers asked: 𝘄𝗵𝗮𝘁 𝗺𝗮𝗸𝗲𝘀 𝘁𝗵𝗲𝘀𝗲 𝗽𝗿𝗼𝗳𝗲𝘀𝘀𝗶𝗼𝗻𝗮𝗹𝘀 𝗲𝗳𝗳𝗲𝗰𝘁𝗶𝘃𝗲? The answer is not the title or the job description. It is mastery and disciplined use of a skill set that doesn't come naturally for most lawyers: knowing and using the science of personal style and interpersonal communication. Consider what the research on human behavior shows: 1. Roughly 70% to 80% of the people you meet over your lifetime will think and behave differently than you do. Differences are the norm, not the exception. For example, owners, C-suite leaders, and CEOs tend to be Type A, strongly assertive communicators. If that is not your natural style, adapt to theirs – not the reverse. 2. Most people absorb information visually, but highly educated professionals – including most attorneys and buyers of legal services – lean auditory. So do both: discuss it live, then confirm in writing. 3. Every professional has both business and personal motives, values, and agendas. Effective relationship builders learn, adapt to, track, and respond to both. Why does this matter for new clients and revenue? Because every single person you meet 𝗵𝗮𝘀 𝘁𝗵𝗲 𝗽𝗼𝘁𝗲𝗻𝘁𝗶𝗮𝗹 𝘁𝗼 𝗯𝗲 a referral source. Whether they ever do depends on how you make them feel – and whether you stay in touch. The best client-facing professionals – and the best rainmakers – do these things consistently: • Are sincerely curious and enjoy interacting with people. • Expect, accept, and are interested in differences in communication styles and avoid judging or dismissing them. • Are kind and establish rapport before anything else. No rapport, no trust. No trust, no credibility. No credibility, no engagement. • Are always thinking: "What can I do to be helpful or useful to you?" • Track whom they met, where, and what was discussed – then follow up and keep in touch appropriately over time. That last point is key: follow-up and follow-through is where the revenue is won or lost – along with the new clients and referrals. Firms investing in dedicated client relationship roles are buying this discipline at scale. If you'd like to enhance your communication skills and develop more business, save the attached infographic to apply these same techniques, one interaction at a time. #BusinessDevelopment #ClientDevelopment #LawFirms

The #1 mistake I see in client relationships? (It took me years to learn this) Confusing contact with connection. Most professionals think staying “top of mind” means constant contact. So they: ❌ Send generic check-ins. ❌ Ask for meetings without clear value. ❌ Share the same articles everyone else does. Then wonder why response rates keep dropping. 20+ years in client relationships has taught me: The best way to stay memorable? Show up as someone who genuinely cares about them  (and their success). Instead of asking: ❌ “How do I stay visible?” Ask: ✅ “How do I show I care?” Here are my favorite 6 ways to show you care: 1. Spot Opportunities They Might Miss ↳ Share competitor moves and market shifts before  they hear it elsewhere. 2. Be Their Connector ↳ Introduce them to people who can help them grow. 3. Offer Insights They Can Use Immediately ↳ Send relevant research they can apply right now. 4. Celebrate Their Successes ↳ Spotlight their wins like they’re your own. 5. Invite Them Into Your World ↳ Include them in events and conversations that matter. 6. Check In With a Personal Touch ↳ Reach out with no agenda, just genuine care. Here’s the truth: Most people only show up when they want something. Top performers show up because they genuinely care. Because they know when someone’s ready to buy, they don’t research who’s available. They call those who’ve already proven they care. Agree? Disagree? I’d love to hear your take on it in the comments below. ♻️ Valuable? Repost to help someone in your network. 📌 Follow Mo Bunnell for client-growth strategies that don’t feel like selling. Want the full cheat sheet? Sign up here: https://lnkd.in/e3qRVJRf 

Have you ever felt like your LinkedIn connections were just numbers on a screen? 🤔 I used to feel the same way until I discovered how to transform these connections into actual leads and clients. Here’s my story and some tips to help you do the same: I began by interacting with my connections authentically, instead of generic comments. Next, I started sharing content that provided value. I posted about industry insights, shared success stories, and offered practical tips. Instead of sending out mass messages, I took the time to send personalized messages to my connections. I referenced their recent posts or achievements and offered help or asked how I could support their goals. This personal touch made a huge difference. Whenever possible, I took the relationships offline. I invited my connections to virtual coffee meetings. These one-on-one sessions were game-changers. They allowed me to build deeper connections and better understand my clients’ needs. I offered free consultations or valuable resources before asking for anything in return. This not only helped build trust but also demonstrated my commitment to their success. Finally, I made it a point to follow up consistently. Whether it was a simple check-in or sharing a resource I thought they’d find useful, regular follow-ups kept me top-of-mind and showed I cared about the relationship, not just the transaction. 𝐓𝐡𝐞 𝐑𝐞𝐬𝐮𝐥𝐭? My connections transformed into leads, and many became loyal clients. My business grew, but more importantly, I built a network of genuine relationships that continue to support my journey. Remember, LinkedIn isn’t just about numbers; it’s about meaningful connections. By engaging authentically, offering value, and building real relationships, you can convert your connections into clients too. What strategies have worked for you in turning LinkedIn connections into clients? Share in the comments below! #PersonalBranding #LinkedInGrowth #ClientAcquisition #BusinessGrowth #NetworkingTips

Wish to decode the art of networking in corporate events? Do you go to various corporate events but struggle to establish valuable connections? It’s all about the follow up!! Strong follow-up strategies convert these events from a collection of handshakes and business cards to the starting point of potential long-term business relationships. Here are some intuitive yet impactful ways to transform those initial meetings into fruitful collaborations: 1️⃣Timeliness is Key: Follow up within 48 hours of the event. This time frame ensures your conversation is still fresh in their minds, making your outreach more meaningful. 2️⃣Personalize Your Approach: Generic emails get lost in the shuffle. Tailor your message by referencing a specific topic from your conversation. This shows genuine interest and sets the tone for a personalized connection. 3️⃣Offer Value in Your Follow-Up: Instead of a simple "nice to meet you," include something of value in your follow-up. This could be an article relevant to your discussion, an introduction to a contact in your network, or an invitation to an upcoming industry event. Providing value demonstrates that you're interested in a mutually beneficial relationship. 4️⃣Use Multiple Channels Wisely: While email is standard, don't shy away from connecting on LinkedIn with a personalized note. For deeper connections, a phone call can be more effective. Choose the medium based on the rapport you established. 5️⃣Set the Stage for the Next Interaction: Instead of leaving the conversation open-ended, propose a specific follow-up action. This could be a coffee meeting, a scheduled call to discuss potential collaborations, or an invitation to another relevant event. Remember, successful networking doesn't end at the event; it's just beginning. With these strategies, you can turn brief encounters into lasting business relationships, paving the way for growth and new opportunities. #networking #businessevents #offlineevents #meetings #B2B #GTM #ABM #marketing #linkedincreators

Business development can feel overwhelming. I know a lot of people who don’t do anything because they think it’s going to take too much time or they don’t know where to start. The truth is it doesn’t have to be complicated. Fall is the perfect time to take small steps that keep you visible and connected before the year ends. Here are 20 things you can do this season to move your business development forward: Strengthen Relationships ✔️ Look through your calendar and follow up with three people you met once but never kept up with. ✔️ Send a handwritten note to a client or colleague — it stands out more than email. ✔️ Reconnect with three people in your network who left your firm or company. ✔️ Reach out to a mentor or former boss and update them on what you’re doing now. ✔️ Invite a junior contact to coffee — future decision makers often start here. Increase Visibility ✔️ Comment thoughtfully on three LinkedIn posts each day from people you want to stay close to. ✔️ Record a two-minute video sharing an insight or answering a question you often hear. ✔️ Share a client success story (with permission) to show the impact of your work. ✔️ Write a LinkedIn recommendation for someone in your network without being asked. ✔️ Share a behind-the-scenes look at your work process to make your expertise relatable. Leverage Content ✔️ Post an article or podcast link to a client with a note on why it made you think of them. ✔️ Share a client alert or industry update with your own commentary added. ✔️ Review upcoming conferences and pitch yourself for a panel or breakout session. ✔️ Offer to guest on a podcast or webinar where your target audience is listening. ✔️ Reach out to an industry journalist or editor with an idea they might quote you on. Build a System ✔️ Audit your LinkedIn “About” section and make sure it reflects who you are today. ✔️ Make a list of your five happiest clients and brainstorm ways to deepen each relationship. ✔️ Check alumni databases for new connections you haven’t tapped into yet. ✔️ Block one recurring weekly slot on your calendar dedicated to relationship building. ✔️ Pick two stalled opportunities in your pipeline and re-engage them. Business development doesn’t have to be complicated. The real mistake is doing nothing at all. Pick a few of these and commit to them this fall — you’ll be surprised how much progress you can make. Which of these ideas are you going to try? Let me know below! #BusinessDevelopment #LegalMarketing #MarketingTips #LinkedIn