Actually, a better question is, “Who are the people who could have a BIG impact on taking your business to the next level?” It could be a huge client, a mentor, a key referral source, or a journalist from your favorite business publication. Do you know who they are? Are you trying to figure out how to reach them?

I was re-reading Never Eat Alone: And Other Secrets to Success, One Relationship at a Time by Keith Ferrazzi this weekend and one of the things he advocates is what I’d call “aspirational” networking. It’s something I’ve done several times in recent weeks because it can take your business from crawling to leap frogging to the next level.

Too often we take a kind of fatalistic approach to networking—I’ll meet who I meet at whatever events sound interesting. But if your goal is to become a $1 million a year company, it’s going to be a lot easier if you develop relationships with people who are already running $1 million a year companies.

So think big and develop a list of names whose support would have the biggest potential impact on your business. For example, if your goal is to become a key supplier to IBM, find out the name of the person who would make that decision. Then start researching these aspirational contacts—the more you know about them, the easier it will be to reach out to them and to know what to say when you do get their attention. Look for things like:

- What do they like to do?

- What are they currently focused on in their job or business?

- What groups are they members of (business or charitable)?

- Are they speaking anywhere?

Then start brainstorming how to reach them. Ask people in your current network if they know them. (There’s a lot of truth in that six-degrees of separation theory.) Google them and set up a Google News Alert with their name. Because ultimately you’d like to know three things:

1. Where could you possibly meet them so you can follow-up with a warm phone call?

2. Any common interests that could help facilitate a conversation that stands out among the hundreds they probably have each day?

3. How you can help them.

In recent weeks, I’ve done this twice—one was a success and the other wasn’t (yet!). Here’s what I’ve learned so far.

The first is a top expert in marketing to women. I sent a letter asking for a 20-minute conversation, but let my intimidation get the best of me. As a result, I was vague about what I wanted and also how this could specifically benefit her. No surprise, I didn’t get a response. But I’m certainly not doing trying.

The second is a fairly well-known internet marketer. I sent a handwritten note explaining how a new service I’m launching could be a valuable resource for clients in a certain program, and that one of his former clients had already tried it out and was thrilled with the results. Less than a week later, he emailed me. We swapped a few more emails and the very next week he sent me a referral.

Yes, having a mutual contact probably made him more comfortable about referring someone, but I wouldn’t let the lack of one stop you. Just showing that you’ve done your homework could work too. I also knew the handwritten note would have an easier time getting through his assistant, but that won’t be appropriate in every situation.

Whether you write, call, find a mutual contact to introduce you, or try to meet them at an event—the potential payoff of connecting with an aspirational contact is definitely worth the effort.