Network to success: Nine lessons

If you are reading this hoping to get an instant solution to finding that new project, look away now. I don’t have any magic wand solutions.

However –

If you want to know how I have used my network to find every opportunity that I have delivered since 2013, read on.

Invest in your network

One of the keys to Ashfold’s endurance has been that I have invested in my network at every opportunity. By ‘invested’ I mean time and effort, not necessarily funds. I don’t need the biggest network, or number of followers, but I personally know everyone in my network, and I know that we share a valued relationship. My best successes have been built in the restaurants, coffee bars and public houses of the West End and the City.

Lesson 1: Make time for face-to-face, in-person

Accurate and complete contact details

When I first set out on my own to launch Ashfold in 2013, I negotiated to be allowed to keep a full database of my contacts from my time at Stanhope, Savant and Buro 4. Vitally important to remaining in contact was that I kept the same mobile phone number (since 1997!) and was careful to let everyone know my new email address each time I moved on.

I’m a big proponent of LinkedIn for keeping track of people, but I make it my business to keep in contact, rather than assume that people will tell me if they move on. Business cards are no longer popular – it might even be said that they are somewhat obsolete these days – but QR codes on cards seem to work better, and impress!

Lesson 2: Make time for housekeeping on your network

CRM tool

I’ve spent a lot of time verifying who everyone is in my phone contacts and then making sure I have full and accurate contact details for them. Initially, these was kept as a series of spreadsheets. Subsequently, I imported all that contact information into Capsule, a Customer Relationship Management (CRM) tool. It was more sophisticated than I needed but was – and continues to be – a very powerful way of keeping track of all my contacts. I highly recommend using a CRM app that will work for you.

Lesson 3: Use tools or apps! Pay for them if need be – it’s worth it!

Newsletter/marketing strategy

In 2016, I began working with a marketing consultant (Shelley Smith) to help improve my website and bid material. With her assistance, I launched my first newsletter. I have released a fresh issue every 3 months or so since then to my network. That has created enough interest each time it goes out to justify the time I spend writing and sending it, and has resulted in countless breakfasts, coffees and beers. I don’t have data on how much of my work can be attributed to follow ups from my newsletter, but the breakfasts and beers have seemed worth it. (See Lesson 1.)

To this day, I write my own material, and have it checked over and edited by real people. I don’t use AI to produce or re-write my content. It’s all genuinely from the heart. I don’t use marketing-speak, even though this is a marketing exercise. My so-called “Call to Action” is always a variation on the same theme – get in touch/let’s meet up.

We use Transpond to generate and send the newsletter, and this integrates with Capsule (see Lesson 3).

Lesson 4: Keep up contact with your wider network the easy way, using mass marketing…

Website

Way back then, I won a Government Growth Voucher to fund my first website and create a marketing strategy. I appointed an external agency with very little experience of the sector, who I felt would put a fresh spin on Project Management in Construction. Even the Ashfold logo was a differentiator since it was not blue… like all the others, at that time.

I have always maintained a fairly simple but eye-catching and – most importantly – up-to-date website. However, very few opportunities have been won as a result of an enquiry that has originated from the website. Even so, not having a decent website could concern potential referrers – are you a real player? What have you done of note? Keeping the website up-to-date, relevant and active is paramount.

Lesson 7: Take care of your public image

Platforms/speaking engagements/putting yourself ‘Out There’

I have spoken at a variety of in-person and virtual events; whilst they undoubtedly raise one’s profile, I cannot remember a link that started as a result of anything I’ve said during one of my public appearances. Choose your platforms and topics wisely to avoid disappointing outcomes!

In 2024 we completed a major project, so I was determined to have it get recognition. I chose to submit for a variety of awards. Not one was successful! My lesson learned from this was that one has to have a stand-out project to win awards.

Lesson 6: Be realistic about how interested others are – it’s not always about you

Being present

In parallel with making time for people, I have been resolute about attending network events, mainly through membership of industry bodies such as NLA, BCO, UKGBC, and IMECH E. I’ve also accepted invitations, when offered, to events hosted by architects, engineers and developers. Some have been awful – in one door and out through the exit in less than 30 minutes, having spoken to no-one. Some have been in amazing venues: top of the Gherkin, top of The Shard, the crypt at St Pauls Cathedral, The Porter Tun Room at the Chiswell Street Brewery and the Conservatory at the Barbican Arts Centre, among others.

The best referrers for me have been people that I have worked with before, or people that I am currently working with; so-called “word of mouth”. So it is slightly depressing to realise that I have invested many hours talking to strangers at functions, hunting for a chink of an opportunity, almost completely to no avail. Most opportunities are sitting directly across the table. That said, I would always argue that events are worth attending if you have time to circulate and are bold enough to forge your way into a conversation and meet up with friends, old and new.

Lesson 7: See and be seen, but don’t try too hard

Personal connections

I have a knack of remembering conversations with people and I make notes for myself as aides memoire soon after any encounter or interaction – mainly personal, not so much professional. That way the connection is much deeper and likely to last. Connections are strengthened when the conversation flows easily.

Lesson 8: Make it personal, but maintain a respectful distance

New contacts and referrers

I thought I had a pretty accurate idea of who my best contacts were when I first set up Ashfold, and which ones were likely to appoint me to manage their projects. Predictably (with hindsight), that was an illusion. Most of my early work came from brand new contacts and referrals.

I was surprised to win a commission following a referral from a Contractor. An ISG director I had only met once or twice introduced me to an £8 Million project. I didn’t have to bid, there was no competition and I never even saw him again to say thank you!

Lesson 9: Follow up on everything and everyone / Don’t write anything or anyone off

In short, leave no stone unturned when you are building and – most importantly – maintaining your network. Remember, everyone has their own network, to which you’re tapping in by networking with them. Everyone knows someone who knows someone who knows someone who knows someone who knows someone …