I saw a movie last weekend about an ethnic restaurant on the brink of bankruptcy. The manager met a quirky man, driving a taxi, who claimed to have been a great chef in the old country. Desperate to turn things around, he hired the man and crossed his fingers.

Turns out the chef really was good and business started to pick up.

One customer, an older woman, told the manager she loved the food and would tell everyone about the restaurant. Her husband added, “. . .and she knows everyone”.

Apparently, the woman did know everyone because the restaurant suddenly got very busy. When a food critic gave the place a glowing review, there were lines around the block, two hours before the place opened.

The woman was a connector. She was influential. And because she knew a lot of other influential people, if she thought you were good, the world would quickly hear about it.

What if you had a client like that, a connector who really loved what you did for them? Before you knew it, word of mouth referrals would bring you a waiting room full of new clients.

The thing is, people don’t wear a sign to identify themselves as a connector. It could be anyone. It could be that unassuming older lady sitting in your waiting room right now. If she likes you, your practice is made.

Okay, you may never have a client like that. Or, you may have someone next week. So you do a great job for everyone, because you never know who they are.

Yes, I know you would do that anyway. Because it’s the right thing to do and because it’s who you are. You don’t treat big shots any differently than regular folks.

Here’s the thing. Regular folks can also bring you a lot of business. They may not be connectors who can tell the world about you, but they can refer you a new client, and that client can do the same.

I often took small, unprofitable cases. I didn’t make any money on those cases but my business model was based on serving clients, it was not based on the viability of any one case. I helped my clients with small cases and they came back with big ones.

In a sense, every client is a connector. You may never get a five star review, there may never be a two hour line to get into your waiting room, but treat everyone right and you will have a never ending supply of new business.

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