Building Meaningful Connections: Quality over Quantity

By: Kimberly Wybenga, Business Development Manager, LSE Builders Group

In the world of business development, it’s easy to get caught up in the idea that you need to meet as many people as possible to succeed. With endless networking events, conferences, and social platforms, the temptation to cast a wide net can be overwhelming. After all, as the old adage goes, “there are a million fish in the sea.”

But here’s the thing: you don’t need to meet all of those fish to build a thriving network. In fact, trying to do so can be counterproductive. The key to successful business development isn’t about knowing everyone; it’s about knowing the right people and, more importantly, nurturing those relationships over time.

Focus on Depth, Not Breadth

As an avid scuba diver, I’ve discovered that the true beauty of the ocean lies in the peace you feel and the amazing things you find in the depth of that environment. At those depths, you’ll find tiny nudibranchs, fragile staghorn coral threatened by rising temperatures, and creatures so alien they defy imagination.

Similarly, in business development, spreading yourself too thin results in shallow connections that lack the depth needed to foster trust. Instead of trying to meet everyone, focus on building strong bonds with a select few. Invest time in understanding their needs, challenges, and goals. When you truly understand someone’s business and how you can add value, that relationship becomes far more powerful than a dozen fleeting introductions.

This approach allows you to build a network of allies—people who will vouch for you, introduce you to others, and collaborate with you on projects. Over time, these strong relationships will naturally lead to new opportunities, expanding your network in a more organic and sustainable way.

The Power of Intentional Networking

When you’re on a dive, your time is limited. With one tank of air lasting about an hour, you must be intentional about how you spend that time. Focusing too long on a school of squid might mean missing the bull shark gliding above your head. Similarly, in business development, being intentional with your time and energy is crucial.

Intentional networking is about being strategic. It’s not about quantity; it’s about quality. Start by identifying the key individuals or organizations that align with your business goals. Then, dedicate yourself to building and maintaining those relationships. This might mean attending fewer networking events or spending more time with a smaller group of people, but the payoff is significant.

Remember, just as in the sea, where a million fish swim, only a few will become the big catch. The same applies to business development—focus on the relationships that matter most.

Moving On from Hearing No

In the ocean, some creatures prefer their space, much like certain introverts. Jawfish, for instance, will spit sand out of their burrow, only for a nearby goby to spit it back in. This humorous back-and-forth can go on for quite some time, proving that not all creatures—or people—are meant to get along.

If you don’t connect with someone, that’s okay. Perhaps someone else in your company can make a better connection, or maybe it’s a sign that you shouldn’t work together. We’ve all seen projects go downhill when the fit isn’t right. Instead of forcing a connection, focus your energy on clients and projects where the synergy is stronger.

Growing Your Network Gradually

Once you’ve established strong connections, you can begin to expand your network. By this point, you’ll have a solid foundation, and your existing relationships will help you connect with new individuals. This gradual approach ensures that your network grows in a manageable and meaningful way, without sacrificing the depth of your connections.

The art of business development is not in the breadth of your network but in the strength of the relationships within it. So, instead of trying to meet everyone, focus on building a few meaningful connections at a time. By doing so, you’ll create a network that not only supports your business goals but also stands the test of time.