How to grow your network with the 51/49 rule

Three years ago, I decided to venture into the web industry, specifically in martech. I had almost no experience in the field, aside from a few books I had read and the time I spent working in the CRM of my former company. For the past year, I’ve had the privilege of working with extraordinary companies in finance (a 30 billion company) and automotive in Europe and Canada. Here’s the rule to follow to know how to grow your network.

The 51/49 Rule

To develop relationships quickly, you will need to have a very precise and 100% focused mindset on one thing: give a lot with no expectation of receiving something in return. Be careful, this doesn't mean giving everything to anyone or anything! The 51/49 rule means you should expect to give more than what you will receive.

Let me tell you a story. One day, a real estate entrepreneur-influencer approached me for a very specific project: to set up an online training with a " ladder " system using the Kajabi software. Since this is a type of project that no company has experience in, including mine, my prospect didn't want to pay the high price for me to “ learn at his expense ”. Obviously.

So he wanted to pay me at a very low price (4 times lower than my usual fees), in exchange for exposure to his huge network. I trusted the person, so I told him I would think about it. In the end, I decided to do things differently.

I offered to do phase 1 of the project for free (30 hours). I told him I wasn’t expecting anything in return and that after this phase, we would sit down and look at the next steps together. Why did I do that? To maintain control of the 51/49, to keep control of the relationship.

This project wasn’t about making money. It was about learning and developing a relationship. I dedicated myself as much as if it were a paid project. We are still working on the project. I never mentioned to my client that I was working for free, because that wasn’t the case.

The #GrowthGames

Recently, my team and I organized an event on business growth, the #GrowthGames. 75 entrepreneurs signed up. Since my client is a speaker and is well-known in his field, I invited him to attend our event… almost two hours from his home. He accepted and came.

The next day he called me; I was busy. He asked me to call him back. I called him back… voicemail. Anyway, after several attempts, I finally reached him… because he absolutely wanted to talk to me. Otherwise, he would have just waited to see me at our next meeting. He wanted to talk to me to give his opinion and advice for my upcoming events.

1. These pieces of advice were worth their weight in gold, incalculable. I would have paid $10,000 for what he told me.

2. Our relationship strengthened because he enjoyed our show.

3. He said the magic phrase: Carl, you are currently helping me with my business and I want to help you, come to the office and I will coach you, if you want.

My client is a leading figure in the field of PR and relationships. Unconsciously or not, he had to rebalance the equation. That’s how you create lasting relationships. You are responsible for making sure the balance is respected in some way… if you respect the other person and if you wish to continue working with them.

Wait a minute, is this manipulation?

Not at all. Manipulation is saying things or taking actions with the intention of getting something from another person or a relationship without their consent. Here we are talking about influence. What’s the difference?

Influence is saying things and taking actions in the interest of the relationship or the other person, with their consent. My client was fully aware that I was working for him for free and that it was in my interest as well. But between you and me, did I work for free? No!

Everything is in your mindset, your authenticity, and your ethics. I apply this rule with people who interest me and with whom I want to build friendly or professional relationships. My business partner and roommate in our offices, Ludvic Laperle, is one of the people with whom I applied the 51/49 rule. We are now organizing the #GrowthGames together and regularly exchanging business .

My Roommate

A few months ago, before our relationship reached its current stage, Ludvic asked me questions. He wanted to know if I had something else in mind regarding our relationship… he felt that I was giving a lot. I then explained to him the 51/49 rule, and that if he had any questions about my vision or our relationship, I would always be 100% transparent with him.

I explained that I wanted to work with him from the beginning when I saw him on social media offering his services as a trainer. That’s why I bought his training. It wasn’t to get his training, but rather to start a relationship.

51/49.

At that time, I didn’t know why, nor for when, but I knew that my instinct told me that we could develop a good relationship over time. His $500-an-hour training proved to be very profitable… for both of us!

I influenced Ludvic; I did not manipulate him. I said things and took actions in the interest of the relationship and/or his person, with his consent.

Switzerland.

When I worked at jobondemand.ca in 2017, I set up a financial plan to sell a franchise of the company for Europe. One of the company’s founders introduced me to Philippe Chrétien, a private sales coach for the automotive sector in Europe. Ultimately, Philippe bought the franchise and I went to Europe for three weeks to prepare the project. It didn’t work out as planned… except for the relationship I developed with Philippe.

A year later, Philippe contacted me again. He had finally set up his own private sales company and wanted me to help train his coordinator. He also wanted to possibly restart the job of the jobondemand.ca franchise… even though I was no longer working for the company, I had also founded my own company, Gro.

He didn’t have a budget. But he could pay for my plane ticket. I then proposed to spend a week in his company as long as I had no expenses to pay. Deal accepted, I had never been to Switzerland!

Why did I go there for free? I had spent three weeks living with Philippe, 50 years old, when I didn’t know him at all in 2017. We had a professional crush. I wanted to further develop my professional relationship with him. Also, Philippe has an extraordinary network in the automotive field. EXTRAORDINARY. I was interested in getting clients in that field, especially in Europe: I love to travel!

During this first trip, Philippe saw opportunities regarding my expertise for his network. 12 months later, thanks to our symbiosis, among other things, Philippe has tripled his turnover and today has the mandate to help Mazda Switzerland and Opel Switzerland in their growth, to name just a few. On our end, we have operated the national campaigns of Renault Switzerland on social media throughout March and are currently testing a lead generation service for Honda Switzerland and several other automotive dealerships in Switzerland.

Our symbiosis " atomizes " the automotive industry… in everyone’s interest. The problem with Philippe is that he always seeks to be the 51/49 and he often succeeds! 🙂

Look beyond the now, if your cashflow allows it

As I write these lines, have I financially made back (in my bank account!) all my relationships? To be honest, no. None of them, for now! Giving time and traveling to Europe every 8 weeks is expensive. Our cashflow is always a huge challenge. However, here’s what is important to remember:

1. I have only been in the web field for 3 years (specifically martech).

2. I had no experience in an agency.

3. I had virtually no network; I was coming back from a sabbatical year in Panama.

4. Now, I’m working with " high-ticket " clients like influencers and large finance firms.

5. I have contracts in Switzerland and France, and this is just the beginning.

6. My network is starting to be impressive.

7. I’m beginning to be recognized as a reference in the field.

Developing your network with the 51/49 rule is undoubtedly one of the biggest " hacks " to use as an entrepreneur. However, pay attention to your cashflow and make sure to give to good people, not just to the right people!