One of the most common things I hear when I ask business owners who they are looking to meet is this:

“Oh, anybody really... everybody needs what I do.”

I understand the thinking behind it. When you own a business, especially in the early years, it feels dangerous to narrow your focus. The idea of being specific about your target market can feel like you are excluding opportunities, limiting your growth, or leaving money on the table.

But in networking, trying to appeal to everyone usually has the opposite effect.

It makes you forgettable.

Strategic networking works best when people can clearly picture the kinds of customers, businesses, situations, or conversations that are relevant to you. If your answer is too broad, people simply do not know what to listen for, who to think of, or how to introduce you.

“Anybody” is very difficult to refer.

Specific people in specific situations are much easier.

A business coach who says, “I help anybody who wants to grow their business,” sounds perfectly reasonable... but also incredibly vague. Nearly every business owner wants to grow their business. The statement does not help the listener identify who would actually be a good fit.

Now compare that with: “I specialise in working with trades businesses where the owner is still on the tools and another family member runs the administration side of the business.”

Suddenly people start thinking of actual humans.

That is the difference.

The more specific you become, the easier it is for people to connect the dots for you.

I think many people underestimate how important memory and association are in networking. Most referrals do not happen because somebody sat down with a spreadsheet and deliberately analysed their network. They happen because somebody hears a comment, notices a situation, or meets someone who reminds them of a previous conversation.

Specificity improves recall.

It gives people mental filing systems.

An insurance broker who says they specialise in retail businesses with multiple locations creates a completely different impression than one who says they “help businesses with insurance.” A massage therapist specialising in maternity clients creates a different emotional and practical association than somebody simply offering massage services.

This is not about excluding people. It is about becoming easier to understand, easier to remember, and easier to recommend.

Ironically, the businesses that become known for serving a specific target market often attract broader opportunities as well. Expertise creates credibility. Clarity creates trust. People assume specialists understand problems more deeply.

The goal of networking is not to convince every person you meet to buy from you. The goal is to help people recognise opportunities to connect you with the right people at the right time.

That becomes dramatically easier when you stop trying to be for everyone.

Because the reality is this...

People can only refer what they can picture. What is the most specific way you currently describe your ideal customer... and does your network really know who to listen for?