One of the key parts of being a coach and being a part of ActionCOACH is continuous learning. This morning I have been watching back a webinar about Lead Generation where the concept of Circle of Influence was discussed at length.
Circle of Influence is a term that gets used quite often when talking about lead generation but it isn’t just a phrase, it’s a strategy for business growth. Understanding and leveraging your circle of influence can open doors, build lasting relationships and create opportunities for your business to thrive.
So, what exactly is your circle of influence, and how can you use it to grow your business?
What Is a Circle of Influence?
Your circle of influence consists of the people and networks you directly interact with or have an impact on. This could include friends, family, colleagues, existing clients, business associates, and even your broader community. These individuals are connected to you in some way, and through your interactions, you can positively influence their perception of your business, leading to referrals, partnerships, and opportunities.
Business is, at its core, about people. Leveraging your circle of influence isn’t about selling to everyone you know—it’s about nurturing authentic relationships that naturally lead to business growth.
Why Is It Important?
Your circle of influence can be a powerful asset because:
- Trust Is Already Established
People within your circle already know and trust you to some degree. This trust forms the foundation of referrals, recommendations, and repeat business.
- Word of Mouth Is Powerful
Word-of-mouth referrals are one of the most trusted forms of marketing. When someone in your circle advocates for your business, it carries weight.
- Expanding Your Reach
Each person in your circle also has their own network. By nurturing your relationships, you can expand your influence exponentially.
How to Leverage Your Circle of Influence
Here are some actionable steps to start using your circle of influence today:
- Identify Your Circle
Start by mapping out your circle of influence. Create a list of people who fit into these categories:
– Close personal relationships (friends, family, mentors).
– Existing and past clients.
– Professional networks (business groups, LinkedIn connections).
– Community contacts (local organisations, clubs, or charities).
Once you’ve identified these groups, think about how you currently interact with them and what value you bring to these relationships.
- Provide Value First
Brad Sugars often teaches about the Law of Reciprocity: when you give value, people are more inclined to give back. Focus on how you can provide value to your circle.
– Share insights or tips that solve their problems.
– Offer introductions to contacts that might benefit them.
– Invite them to valuable events or webinars you’re hosting.
This isn’t about pitching your services; it’s about showing up as a helpful, valuable resource.
- Ask for Referrals
Once you’ve established a strong foundation of trust, don’t hesitate to ask for referrals. The key is to make it easy for people to refer you. For example, provide clear examples of the kind of client or opportunity you’re looking for.
- Utilise Social Media
Platforms like LinkedIn are an excellent way to connect with and engage your circle of influence. Share valuable content, celebrate their successes, and engage with their posts. These actions keep you top of mind without being pushy.
- Nurture Relationships Continuously
Your circle of influence isn’t a static group; it requires regular attention and care. Stay in touch, check in on how you can help, and maintain a genuine interest in their lives and businesses.
- Expand Your Circle
Growth comes from continuously expanding your network. Attend local events, join business groups, and actively seek out connections with people who align with your business values. Remember, every new contact has the potential to become part of your circle of influence.
Start Using Your Circle of Influence Today
Your circle of influence is already within reach. It’s not about reinventing the wheel; it’s about recognising the potential of the relationships you already have and nurturing them intentionally.
Take a moment today to list the key people in your circle and think about one way you can provide value to them. Whether it’s sending a thoughtful email, sharing an insightful article, or simply catching up over coffee, small actions can lead to significant results.
Remember, growing your business doesn’t have to mean going it alone. Leveraging your circle of influence is one of the simplest yet most effective strategies you can use to create opportunities and expand your reach.
Who’s in your circle, and how can you make an impact today?
