It's who you know: if you really know how to work your connections, a successful startup is less than 6 degrees away

Entrepreneur, Dec, 2005 by Nichole L. Torres

Do your homework, and don't be afraid to ask politely for what you need. But, Ferrazzi cautions: "You've got to make sure the intimacy you have with them is commensurate with the request." There's a fine line between being proactive and being aggressive, but experts agree that many people are willing to help if you approach them in a positive, "what can I do for you" kind of way.

It's really just being brave enough to open your mouth about your business. Says Page, "I tapped into every friend, every trusted colleague, every business associate." A friend of a former co-worker, for instance, was organizing a Ronald McDonald House fund-raising event; thanks to that connection, the organizer tapped Blockhead Bath to donate to the silent auction--a social coup and a brand boost. Page Was also invited to participate in a sales event at an arts fair in Chicago when a friend Of hers, who went to college with the person who ran the fair, put in a good word. The real-life implication of such relationships is clear: Page has seen her company's 2005 sales approach $500,000, and her company currently sells its products onlineat www.blockhead bath.com and at the Amazon.com Beauty store (www.amazon.com/ beauty). Says Page, "People like to do business with people they know, and they like to help people they know--or kind of know."

Six Degrees of Success

It would seem that using your six-degree network of contacts is not only smart for business, it's essential. "It's amazing to think that we are connected to every other person on the planet by only six steps, which means there are unlimited business opportunities out there," says Levine.

And if you've learned anything, it's that this isn't just an easy, onetime gig. It's important to keep your six-degree network thriving as you grow your business. "It's a never-ending process. It isn't just going to events and collecting business cards--it's about finding people you can build something with and cultivate a relationship [with]," says Harper. "It's a lot of hard work to build that trust and rapport, but you'll be rewarded handsomely because you're willing to put the time and effort into it." Cultivating your six-degree network is a deliberate and valuable act, so tend to it as you would a garden, and watch the business opportunities grow.

ONLINE EXCLUSIVE: Becoming a smart networker doesn't happen overnight. Whether you want to learn how to work a mixer, get more referrals, make lasting introductions or even just be remembered by an important prospect, go to the source--Ivan Misner, Entrepreneur.com's resident networking expert. To access his extensive online archive of networking articles, go to www.entrepreneur.com/experts/misner.> 6 WAYS TO START 6-DEGREE NETWORKING RIGHT NOW

Ready to build and cultivate your own connections? These six action steps will help you get your six-degree network up and running:

1. MAKE A LIST OF THE 250 PEOPLE MOST IMPORTANT TO YOU. Keith Ferrazzi, CEO of Ferrazzi Greenlight, a marketing and sales consulting and training firm in Los Angeles, suggests you consider business leaders, community leaders, friends and family--basically anyone who can help you and to whom you might have something to offer. Start cultivating those relationships.