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Ever wish there was someone in your corner, someone looking out for
you, singing your praises or making connections and opening doors
for you? There is. In fact, you probably have 10 or more potential
people like that who can improve your business, help you network,
and create opportunities when you least expect them.
You don’t have to
head a huge corporation to have a board of advisors. In fact, you
probably already have a potential group of associates and
acquaintances that could serve you well as advocates, mentors and
personal cheerleaders. The key to developing this core group into
your cabinet, your advocates, your personal “sales” team is
identifying and cultivating these relationships, so you can count on
their unsolicited support, like money in the bank.
Building
relationships requires making investments. Like regular deposits in
a bank account, staying on the radar of your “key” people requires
creativity that goes way beyond a monthly call to “check in.” In
fact, calls of that kind are the least effective. They give contacts
the impression that you are calling because you want something.
Ideally, you want contacts and advisors to associate a call from you
as an opportunity they won’t want to miss. Here’s how:
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Identify your core, then zero in. The first step is looking at the
200-300 people that comprise your personal network. This includes
neighbors, friends, colleagues, past and prospective clients, former
employees, etc. Go through your Rolodex and find the core 10 percent
– the most valuable people, or the people you perceive as having the
best possibility of influencing your career. How do you determine
the cream of the crop? Your best advocates are people who are
influential, either in terms of position, money or contacts they can
use to help you. The second, even more important criteria, is that
they care about you and care enough to help you without asking. Once
you’ve identified this core group, you want to do everything in your
power to build on the relationships you have with them, so your
return is even greater than what you already have been fortunate
enough to receive.
Make contact
anything but routine. Nobody wants to get a call that smacks of “can
you help me now.” Approaching business relationships like you would
other relationships means going beyond the transparent “check in”
call and developing a relationship where contact from you is wanted,
welcome and perceived as offering value. Make frequent contact with
advisors (and people you want to cultivate as potential advisors) in
a way that offer benefits. E-mail a great article you read that
relates to their field of interest. Send them tickets to an event
they are passionate about, such as a golf outing or a concert.
Support their favorite charity monetarily or by offering to
volunteer. Write them a handwritten note congratulating them on a
recent success.
Become a networking
partner. One of the easiest ways to show advisors you care and offer
value by association is by making referrals and introductions.
Whenever you come across a person or situation that could benefit
your contacts, make the connection for them. Keep them in the loop
by e-mailing them about referrals you’ve made or offering to make
introductions on their behalf. By helping them succeed in their
careers or personal goals, you incentivize them to continue being
proactive on your behalf. It’s all about the law of reciprocity –
doing something good for others inevitably comes back to you.
Stay on their
radar. A proven way to develop advocates, is to be on their minds at
least once a month. One easy way to ensure this is by giving a
monthly “gift” that makes them think of you every time they receive
it. Whether it’s a magazine or business journal subscription, or a
coffee or beer-of-the-month club, by keying into their interests and
giving them something that’s appreciated, you’re guaranteed to be
“always on their mind.” The cost or effort connected to this kind of
gesture isn’t huge, but your returns will be.
Make it personal.
Connecting with advocates on a deeper level, makes them care about
you even more, prompting them to want to help you. Reaching that
deeper level can be achieved by taking relationships to a more
personal level. Picking up a neat souvenir for them when on
vacation, inviting advocates to barbecues or holiday parties hosted
by you, are easy ways to show them how much you value their
association. Events also offer the opportunity for all your
associates to meet, network and inevitably talk about how they know
you. The good times they create and the relationships they build put
them in your debt.
Offer rewards. Take
time to properly thank advocates for any kind of referral or
introduction they make on your behalf. If it leads to any business
or opportunity, send them a token of thanks, a gift that will
motivate them to send more opportunities your way.
Share
opportunities. If you land an opportunity, such as a big project
where you’ll need outside help, or an event requiring sponsors or
speakers, go to your advisors first. Even if they turn down the
opportunity, they will be flattered to be asked and remember to
offer you the same opportunities in return. If they do take you up
on it, any future business contacts they make from the event will
put them in your debt.
Creatively staying
on the radar of your advocates, adds value to their lives while
serving to bolster your own “sales team.” It’s the ultimate win-win.
Deposits in this kind of bank account gain interest and generates
the feel-good energy that comes from helping others. When you need
to withdraw from the bank account for a favor, you’ll know you’ve
got the funds to cover any request. Developing strong relationships
with advocates creates a circle of positive energy that ultimately
comes back to you. You can never go wrong do something right, so
remember to pay it forward. |
