The age old saying “It’s not what you know, it’s who you know” is a total lie. Well, maybe not a total lie, but certainly an incomplete truth.

Here’s what I mean.

Everything we do is based on relationships. We do business with people we like and feel comfortable with. I hesitate to use the word “friend” because when you start doing business with friends it can get sticky.

The fact of the matter is this: it’s neither “what you know” OR “who you know” – it’s all about “who knows you”

If you’re building business relationships the right way, it will be your name that comes up at that right moment for that right opportunity. Often months and months later. While it’s great to be able to name drop all the people “you know” but at the end of the day, if they don’t really know you, you’ve got nothing.

Build memorable relationships. Create memories when you’re with a potential client. (Client could mean a prospective employer, or anyone you’re desiring to have a true business relationship with beyond an initial introduction).

It’s often as simple as really paying attention to, and caring about, what they have to say. Showing a genuine desire to learn more about them as a person. Thanking them for spending time with you. Following up with them and showing a desire to stay in contact. (This isn’t when you send them your resume’, this is you genuinely working on establishing a relationship with someone you want to get to know.)

Make an impression. Be genuine. Care. Smile. Listen more than you talk. Ask open ended questions. Make everyone you meet want to introduce you to people they know.

Do this, and you’ll have a list a mile long of people that know you.