In today’s business world, who you know rather than what you know can be the difference between an impressive profit and an annual loss. Approximately 80% of available job positions are never advertised, 60% of all jobs are found by networking, and leads that are from either past clients or personal referrals are far easier to convert into dollars. The biggest mistake a business-person can make is going after new contacts instead of marketing to the contacts they already have.
So how do you turn your acquaintances, business contacts and musty old database into paying customers? You start by organizing your contacts into a database like ACT!, Access, or Excel. Remember all of your high school and college buddies, family, friends, business associates, Christmas lists, online contacts, past clients, etc. The approach you utilize to touch these prospects will depend upon your previous relationship with them. Phone calls, personal letters, cards, a newsletter or email are all acceptable ways to get back in touch. Make sure that you presentation is professional. If you are sending letters or emails, make sure that you maintain your company’s brand integrity. If you are meeting in person, your appearance should match the business you want!
Whether you are reaching out to your contacts at lunch, at a networking event, through a letter, or on the phone it is essential stay positive. Everyone loves a winner! At events mingle effectively. Balance your charm and charisma with your keen listening skills. Save exchanging cards until the end of a conversation and always keep your database in mind. Challenge yourself before a meeting to see if you can pair up someone you know with someone you want to know. This type of situation is win-win and win!
Keep in mind that this is a mutually beneficial relationship. It is a not an imposition to inform and educate about your business and the type of client you are looking for, just make sure you are gathering the same data. Once contact is re-established, and you are sure that all of the information you have on file is correct, set up a regular time and method to reach out to your contact. Send thank you notes, birthday cards, anniversary cards, etc.
Finally, most successful business people live a public life. Good news as well as unfavorable news travels quickly in most circles. It is essential to practice strong ethics in every area of your life and take care in forming strategic alliances—we are often judged by the company in which we keep. Conduct yourself in a professional, courteous manner wherever you go, even the mall. You never know who you will bump into or which conversation is the one that will take your business to the next level. Treat each encounter as if it is the most important relationship you have.
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