Weinberg’s Axiom: We’re all selling ourselves at all times on some level.
Charlson’s Rule: People buy from those they know, like, and trust.
Reality: Most people hate cold-calling strangers to ask them to buy virtually anything. Yet you must sell so you can eat.
Solution: Expand your networking. It’s low cost and generates high rates of return.
Regardless of what you sell, expanded networking opens two pools of prospects to your sales efforts:
- Everyone you meet; and
- Everyone they know.
Here’s how that works.
- Susie’s a good candidate for your consulting practice. You don’t know her, and efforts to reach her by phone, mail and email have failed.
- You see Joe and Susie are connected on LinkedIn. He tells you they’re friends.
- You ask Joe for an introduction. Susie is now a warm lead.
- You contact Susie, mention Joe’s name and give her your sales pitch.
I’ve always stayed in touch with practically everyone I’ve met, using my blog, newsletter and in-person dates. Some I’ve done business with, others are just friends.
My outreach has kept me visible and relevant to the overall conversation. Many of these folks have opened business doors for me, either voluntarily or at my request.
Now consider this: For 16 years I’ve taken on interns, providing them practical experience and me cheap labor.
Some stay in touch, freelancing for me years later. Others who I know seek new jobs but never contact me to ask about any opportunities I might know about.
Given that I’m in the business world for decades longer than they are, I presumably have a better network than they do. But these former associates seem to have forgotten the saying, “It’s not what you know, but who you know.”
Is their next opportunity on my contact list? We’ll never know.
Expanded networking is worth considering whether you’re seeking a job or a client. Because friendly introductions are always guaranteed to be more productive than just walking in off the street.
So, stay in touch with everyone you’ve ever met or worked with. Drop a note, make a call or send an email. Best yet, do it before you need anything. Offer to help them, and they’ll be more likely to want to help you.
With that said, I wish you a week of profitable marketing.
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