The critical first step in the “Network Activation” playbook is to ‘capture’ your network. This means getting a true picture of the connections available (directly and indirectly) within your and your business’ network. This is a ‘data’ challenge, of course, but - critically - it is also a ‘strategic’ one; we need to be able to find where the value is segment it based on value and potential.

In the early stages, business often focus on specific commodity service lines. To maximise the potential of our network, however, we need to develop a compelling brand narrative and showcase deep expertise. The trick here is to develop messaging that resonates with your network, and provides a canvas on which to paint your specific service offerings.

To sell high-value services, we need to demonstrate high-value expertise. Creating the narrative is about communicating to, and hosting collaboration between ,our direct and indirect networks. This might include media, events, online forums, thought leadership, collaborative content - but all utilised for strategic activation of our highest priority network contacts.

Finally we must seal the deal by turning connections into clients. This isn’t just about sales skills - though those are important - but also about streamlining sales processes, developing clear service packages and providing personalised pitch materials. Most importantly, though, by following the “Network Activation” playbook, we’ve created a network that is genuinely ready to buy.