4 Ideas to Build Trust With Connectors

Here are a few ideas to build trust with Connectors.

"Connectors" (a term coined by Malcolm Gladwell) are natural influencers trusted by an unusually high number of people.

(I'll apply these ideas within a vertical market approach)

Idea #1: Talk with them frequently

They have their finger on the pulse of the vertical, so have an open and regular dialog with them to stay top of mind and on top of vertical trends.  

Idea #2: Invest in the relationship

If you can, take them to dinner, see a show, or do a fun activity together. Doing this creates shared memories and deepens the relationship. 

Idea #3: Invite them to special events/announcements

If your company has exclusive 'sneak peek' content or other experiences reserved for VIPs, make sure you include the Connectors.  

Idea #4: Host their expenses at the industry conference

This one works especially well for your existing clients who are also Connectors. I've had great success hosting their conference pass, flights, and/or hotels (first-class). It also gives them a reason to talk about you at the show and signals that you value them. 

Question to ponder:

👉 How can we deepen our trust with Connectors in our target vertical market?

Frequently Asked Questions

What is a "Connector," as defined in this context?

A term coined by Malcolm Gladwell describing a natural influencer trusted by an unusually high number of people, someone whose word carries real weight within a vertical market.

Why does talking with Connectors frequently matter so much?

Because they have their finger on the pulse of the vertical. Regular, open dialogue keeps a business top of mind while also providing real insight into evolving vertical trends.

How does investing in the relationship beyond business conversations help build trust with Connectors?

Because shared experiences, dinner, a show, a fun activity, create genuine memories that deepen the relationship beyond a purely transactional connection.

Why invite Connectors to special events or exclusive announcements?

Because including them in VIP-only experiences signals that they're valued, reinforcing the relationship and giving them insider access that strengthens the connection.

Why does hosting a Connector's expenses at an industry conference work so well?

Because covering conference pass, flights, and hotel costs, especially for existing clients who are also Connectors, gives them a natural reason to talk about the business at the event while clearly signaling how much they're valued.