Earlier this week, I appeared on Copy Chief with Kevin Rogers as a special guest to talk all about referral marketing. If you missed it, you can check out the whole podcast here, but today I would like to specifically elaborate on one segment from the podcast.
Around the 20-minute mark, I tell a story about a man named Mark who invested a lot of time and energy to develop our relationship. By the time he turned around and asked me for a favor, a least a year after we had met and begun our relationship, I was so appreciative of everything he had done for me that I was willing to do whatever favor he asked for.
You need to be interested, not interesting. People don’t want you to sell to them, they want you to be interested in investing in them. If you’re networking up, or trying to network with someone very successful, you need to find a way to stand out. You need to make that powerful person want to help you, by expecting nothing in return.
So how do you do that? It isn’t one of those things that you can just do overnight, or wake up one day and decide you’re going to develop a relationship with someone.
First and foremost, you have to have an idea. A great idea. An idea that you can implement and it will positively impact the person you hope to build a relationship with. Something helpful, something that that person cannot do themselves. This idea should set you apart, and should be unique to both you, and to your future contact.
Once you have developed your idea – and I mean fully developed; you can’t go to someone with a half-baked plan in your head – you need to reach out to the person that your idea benefits. Handwritten notes can make you stand apart. Emails and social media messages can work, but often will not help you stand apart, and depending on the person they may not be managing their own accounts. A well thought out handwritten note may be your best bet.
From there, your strategy relies strongly on your idea and the person you are working to help. To hear me discuss some other related topics, check out the podcast with Kevin Rogers on Copy Chief here.